Web analytics for Marketing & Communications - Best Practice Methodologies for a Socially Networked World
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The document discusses the evolution of web analytics in marketing and communications within a socially networked context, emphasizing the importance of real-time data analysis and understanding fluid sentiment. Key challenges include the need for multi-perspective insights and adapting to the changing language of social media for effective reputation management. The future of measurement tools lies in their ability to track complex user behaviors and sentiments beyond traditional metrics.
Web analytics for Marketing & Communications - Best Practice Methodologies for a Socially Networked World
- 1. “ Web analytics for Marketing & Communications - Best Practice Methodologies for a Socially Networked World” Sam Phillips, Founder and CEO Glide Technologies
- 3. The engaged web The engaged web is organic, asymmetrical and fluid The organisation sits in the middle; surrounded and exposed to a landscape of influencers that is constantly changing and inter-connecting in real-time The engaged web will continue to have a profound effect on businesses and how they manage their reputations – demanding transparency and visibility
- 5. Reputation firewall People are empowered by online communities which give them a voice - this is just the beginning No business can afford not to know what’s being said about their brand If a corporate firewall protects the organisation’s knowledge and IP, buzz monitoring helps protect the organisation’s reputation.
- 6. The currency of speed Organisations that spot things early and have the ability to respond quickly and effectively, will have significant competitive advantage Measurement and metrics that can track patterns and trends as they happen are powerful tools that can aid good business decisions Within 24 hours, The Tories responded with their own version Labour put out this campaign
- 7. Right time analytics We need to be able to analyse information in real-time, but we also need to get the picture at the right time Measurement is evolving from ‘what has happened’ to ‘why it’s happened’
- 8. Key measurement challenges Measuring reputation effectively requires measurement of all reputational influence, systematically and within a blended environment
- 9. First key challenge Sentiment is no longer fixed, but fluid and rapidly changing
- 10. Fluctuating sentiment A positive comment may later be followed by a slew of negative comments only to later revert to more positive statements Sentiment must be captured, measured and delivered in a timely fashion Requires technology that can constantly harvest, track and analyse an evolving dialogue across multiple digital properties More important to look at trends, not posts or specific articles
- 11. Second key challenge What is good? What is bad? Take the following example...
- 12. Second key challenge Who could argue that is a positive news story? BUT it could be bad news for a company marketing cancer therapies, for example Sentiment, therefore, depends on your point of view We need to be able to look at the world from a multitude of angles
- 13. Different angles Technologies are emerging that give us the ability to adjust the viewpoint from which we look at data at the click of a button Imagine being able to view the world instantly through your competitor’s eyes or turn things around and view data either from a CSR or Investor viewpoint We need this multi-perspective capability if we are to get the best business intelligence
- 14. Third key challenge The engaged web has its own language The syntax used on properties such as Facebook and Twitter is very different to that of conventional prose These elements require a very different set of algorithms to deliver effective analysis Sentiment analysis engines built around dictionary-based models are constantly out-of-date New rules-based methodologies operate by analysing grammar and context that have the ability to self-learn and automatically adapt to language change as it happens, keeping them ahead of the game
- 15. If we’re finally able to tackle these kinds of issues are we finding the Holy Grail or just indulging in some comedy? The holy grail
- 16. Engage listening Many tools have tried and largely failed to succeed in using technology to analyse content for sentiment and meaning It is finally being cracked and the world will soon be divided between those companies that have good reputation-management tools and those that don’t The aim of using such tools is not to replace the person but to elevate the human role to high level analysis and decision-making
- 17. Don’t forget to engage! Market-leading companies are changing the way they communicate, putting far more effort into creating dynamic, discoverable content that is easy to digest and propagate Take Motorola, for example Integrated platforms provide one place where all the elements of measurement and engagement are linked
- 19. 1. The complexity and sophistication of user’s behaviour online will increase to more closely mirror the complex relationships and influence that we have in our offline lives Measurement tools will evolve to track these behavioural paths but also take these patterns and translate them into forecasts Measurement tools will learn not to just analyse words but all parts of the story-teller’s armoury including pictures, video and graphics Two future trends I foresee
- 20. Perhaps someday we’ll have a measurement tool that’ll be capable of telling us the sentiment in this photo!
- 21. Sam Phillips +44 (0) 7803 174 819 sam.phillips@glidetechnologies.com www.glidetechnologies.com @glidetech