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Predictive Analytics The future of Social Media David Uribe - Global VP/Creative Director at Asylum Marketing LLC Co-founder & CMO at smartBeemo LLC Miami Ad School Professor @david_digital
Digital made everything measurable…
Then it became a constant transformation
Now, we just cannot agree on what success is…
Because we’re focused on numbers, forgetting than numbers are the consequence… not the cause.
Do we want to know/see numbers or identify behaviors?
How do you measure qualitative behaviors then?
BIG DATA “Extremely large data sets that may be analyzed computationally to reveal patter ns, trends, and associations, especially relating to human behavior and interactions.” 1 1: Source: Google
What is the right method to ﬁnd those patterns? We’re not even looking for them. Client/Boss happy = Happy agency.
Digital Mktg 2015: Data rich - Insights poor
Introducing: Predictive Analytics
Intelligent Data vs Big Data Data - Patterns - Actions
How do we ﬁnd valuable patterns?
Key: Mathematical Attribution Value to qualitative data (behavioral metrics) and enter the equation. P = n * b (f) / t To ﬁnd patterns: Mix quantitative (n) data with qualitative (b) data by attributing a value to what you can’t directly measure / timeframe (t)
Existing metric vs Creating a new metric Welcome to the metrics revolution
Example I The social voice of a brand model Content Pillar A Content Pillar B Content Pillar C Content Pillar D = 7+% Sustained Engagement 30% 30% 30% Timeframe 10%
Example II Dynamic Fluctuating Weighing System (DFWS) Topic A: Product 33% Topic B: Gym 33% Topic C: Lifestyle 33%
Example III smartBeemo’s scoring metric Likes = 1 Comments = 3 Shares = 7 Now predict B*#ch!! Fav = 1 Rep = 3 RT = 7
Example IV View-ability engagement metric VEM = topic (x3) * ER * ATS / Tribe ER = L + C Avg time spent = #” Tribe = Targeted audience
Predicting is better than guessing
Science/Math rule the world It’s time for scientiﬁc social media marketing
Predict inﬂuential content Set the trend $
Let’s not forget the essentials...
Content: SoMe Marketing has to be
Meet the Bee-mo Team www.smartbeemo.com
Thank you! firstname.lastname@example.org @david_digital