From Social Insights to Business Advantage - at IBM's Information on Demand Conference. Mark Heid | Program Director, Social Analytics

1. Social Business Analytics –
From Social Insights to
Business Advantage
Session Number LBI-4153
Mark Heid | Program Director, Social
Analytics | IBM
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3. Agenda
1 Social Analytics Overview
2 A Look at An Example
• Benjamin's Grocery: Social Insights for Personalized
Marketing
• Full “Click-Stream” Demo
3 The Social Analytics Solution – Nucleus of
Interesting New Use Cases
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4. It’s time to bring science to the art of marketing
Science Marketing
the study of the physical the business activity of
and natural world, presenting products or
especially by using services in such a way as to
systematic observation make them desirable
and experiment
A necessary combination in today’s rapidly
evolving global marketplace
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4 Source Encarta World Dictionary #ibmiod

5. Expanding marketing’s role, and contribution
to the business
+ Transformative CMO
Traditional CMO Agenda:
+ Understand the customer in real time,
across the business
Agenda: + Anticipate customer needs
 Understand the market and the + Drive consistent, compelling interactions
customer across all channels
 Build awareness and demand + Steward the customer experience across
 Steward the company’s brand all touch points
 Drive brand strategy and + Monitor and harness customer evangelism
execution + Accountable for business outcomes and
return on investment
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6. The vast majority of CMOs are underprepared to manage
the impact of key changes in the marketing arena
Underpreparedness
Percent of CMOs reporting underpreparedness
50%
Data explosion 71%
Social media 68%
Growth of channel and device choices 65%
Shifting consumer demographics 63%
Financial constraints 59%
Decreasing brand loyalty 57%
Growth market opportunities 56%
ROI accountability 56%
Customer collaboration and influence 56%
Privacy considerations 55%
Global outsourcing 54%
Regulatory considerations 50%
Corporate transparency 47%
Source: Q8 How prepared are you to manage the impact of the top 5 market factors that will have the most impact on your marketing organization over the next 3 to 5 years?
n=149 to 1141 (n = number of respondents who selected the factor as important)
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7. Customers are the New Intellectual Property
(Keep the promise)
Customer
Intimacy
Decision
Management
Product Operational
Leadership Excellence
(Make the promise) (Deliver the promise)
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8. Social Media Improves Traditional Predictive Analytics
High-value, dynamic approach
- source of competitive differentiation
Interaction data Attitudinal data
- E-Mail / chat transcripts -Market Research
- Call center notes -Social Media
- Web Click-streams
- In person dialogues
360 degree
Customer View
Descriptive data Behavioral data
- Attributes - Orders
- Characteristics - Transactions
- Self-declared info - Payment history
- (Geo)demographics - Usage history
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“Traditional approach”
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9. …..and more accurately answers “Why?”
High-value, dynamic
- source of competitive differentiation
Interaction data Attitudinal data
- E-Mail / chat transcripts - Opinions
How?
- Call center notes
- Web Click-streams Why?
- Preferences
- Needs & Desires
- In person dialogues
360 degree
Customer View
Descriptive data Behavioral data
- Attributes - Orders
- Characteristics - Transactions
Who?
- Self-declared info
- (Geo)demographics
What?
- Payment history
- Usage history
“Traditional”
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10. Monetizing Social Media
Execute at the individual level by mapping
aggregate insights to 1:1 social media profiles
Surveys, Focus
Capture, Analyse Optimize Cross
groups
& Model Channel, Integrated
Retailer POS
Campaigns
Extract trends
Data
E-Commerce Marketing Campaigns
PR Activities
Merchandising Mix
Web Browsing Expose patterns
Category Management
Sales
Contact Center
Social Media
Discover relationships
Map Aggregate Models to
1:1 User Profiles
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11. Looking ahead – The future must be intelligent
marketing that understands the interrelations of all
channels and media
e
web site, microsites,
blog, Facebook page, etc
Owned
media
PR
Ads
Paid Customer Earned
media media Google
Google
display ads, PPC, what your customers share and say
sponsored content, etc. about you on social media
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12. Agenda
1 Social Analytics Overview & Interesting Use
Cases
2 A Look at An Example
• Benjamin's Grocery: Social Insights for Personalized
Marketing
• Full “Click-Stream” Demo
3 The Social Analytics Solution – Nucleus of
Interesting New Use Cases
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13. Even though social media is pervasive, using it successfully in
marketing campaigns today is hit or miss
 Measurement and ROI are
elusive
 Campaigns are poorly About half of marketers
integrated admit that their social
 Only brand / mass marketing media marketing efforts
techniques are employed
 Opportunity to engage
are totally siloed
individuals is ignored
Source: Q4 2010, Unica’s Global Survey of Marketers
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14. By linking together social and customer data, we can help our clients
market more effectively across multiple channels
Planning, coordinating and executing marketing campaigns
to stimulate demand – it’s a process that includes social media
Insights from Create Optimize email, display Deliver targeted
social media relevant and search ad programs messages and offers
and other messages
data sources
Capture & analyze
responses and
refine
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15. Introducing: Multi-channel campaign management with integrated
social analytics
An integrated approach which allows organizations to measure, adjust and, ultimately,
use social media data to gain greater precision for their campaigns.
How can I leverage • Measure the social impact
social analytics to optimize of campaigns through
return on my campaigns? earned and owned media
Ma rke ting • Gain greater campaign
Ma na ge r
precision by applying
predictive models to
socially-derived segments
How can I maximize the • Evolve and align
value of our social insights marketing and social
for marketing? campaigns through a
S oc ia l Me dia centralized workspace
Ana lys t
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16. “Benjamin's Grocery” - Winning with Social Analytics & Smarter Commerce
How does it work?
Analytics Emerging Topics Affinities
Conversations you asked What is correlated with what?
Sentiment dashboard
about and those you didn't
Perceptual Map
Social Media Spatial alignment of attributes
• Tweets
• Blogs
• Forums
Communities
1 Derive ideas, insights and
• Surveys
• Advocate dialog
• Discussions
actions from Social Media
2 Pulling consumers from where the conversation is
on the web, match them to segments based on
their actions on Benjamin's website
Customer
3 Execute the campaign using Individual
Data for consumers who opted-in
Website
Behavior
• Clicks
• Searches
Previous
• Views
Campaign Data
• Contact history
• Response/purchases
• Test campaigns
Modeling Scoring Campaigns
Predict who is likely to Rank best offers Multi-Channel Marketing
16 respond
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17. “Benjamin's Grocery” - Winning with Social Analytics & Smarter Commerce
What is the storyline?
Introducing Benjamins Grocery Stores Competition in the grocery business
can be intense and Benjamins faces their fair share with Jurassic, a low-price chain with
broad presence in the market.
The Market Event On January 20th, 2012, Jurassic announces the end of ad hoc
campaigns and the beginning of “every-day low prices”. They drop prices by 12-15% for
3000 products.
Benjamins' Research Knowing that they can't profitably copy Jurassic's price
strategy, Benjamins mobilizes a team of experts to search for a better response. They
discover that customers have a core un-met need for “healthy, interesting meals at a
fair price”.
Benjamins' Response The Benjamins team rapidly tests a creative plan to hire
well-known chefs to sponsor new recipes that use Benjamins store brand products. Their
communities-of-interest like it – particularly “Moms”, “Singles” and “Gourmets”. They
kick-off a new 1:1 cross-channel campaign that lasts through the rest of Q1.
The Results Over the two-month campaign, Benjamins gains market share and grows
profit by 8%.
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18. “Benjamin's Grocery” - Winning with Social Analytics & Smarter Commerce
What products are used?
Analytics Emerging Affinities
Where can all ofSentiment dashboard
the Conversations you asked
Topics What is correlated with
How can Benjamin's quickly
about and those you didn't
what?
relevant information be understand their differentiatorsPerceptual Map
and
Social Media brought together for competitor vulnerabilities? Spatial alignment of
• Tweets
• Blogs
productive decision- attributes
• Forums making? What can they use to do root cause
Communities
analysis and uncover un-met needs
1 Derive ideas, insights
• Surveys
• Advocate dialog
among their target customers?
• Discussions
and actions from Social
Media
2 Pulling can Benjamin's pivot from conversation is
How consumers from where the
aggregate to individual data?
on the web, match them to segments based on
their actions on Benjamin's website
3
What optimization can beusing
Execute the campaign applied
Customer to campaign parameters?
Individual Data for consumers who
Website
Behavior opted-in
• Clicks
• Searches
Previous
• Views
Campaign Data
• Contact history
• Response/purchases
• Test campaigns
Modeling Scoring Campaigns
Predict who is likely to Rank best offers Multi-Channel Marketing
18 respond
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19. “Benjamin's Grocery” - Winning with Social Analytics & Smarter Commerce
What products are used?
Analytics Emerging Affinities
Conversations you asked
Topics What is correlated with
Sentiment dashboard
about and those you didn't what?
Perceptual Map
Social Media Spatial alignment of
• Tweets attributes
• Blogs
• Forums
Communities Cognos Consumer Insight 1.1
●
1 Derive ideas, insights
● SPSS Modeler 15.0
• Surveys
• Advocate dialog
• Discussions
and actions 10.1 Social
● Cognos from
Media
● Connections 4.0
2 Pulling consumers fromAnalytics conversation is
● Coremetrics Web where the
● on the web, match them to segments based on
Cognos Consumer Insight 1.1
their actions on Benjamin's website
● Unica Campaign
Customer
3 Execute the campaign using
● SPSS Modeler 15.0
Individual Data for consumers who
● Cognos Consumer Insight
Website
Behavior opted-in
• Clicks
• Searches
Previous
• Views
Campaign Data
• Contact history
• Response/purchases
• Test campaigns
Modeling Scoring Campaigns
Predict who is likely to Rank best offers Multi-Channel Marketing
19 respond
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20. Agenda
1 Social Analytics Overview & Interesting Use
Cases
2 A Look at An Example
• Benjamin's Grocery: Social Insights for Personalized
Marketing
• Full “Click-Stream” Demo
3 The Social Analytics Solution – Nucleus of
Interesting New Use Cases
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21. How does the Social Analytics Solution help drive
positive business outcomes?
Understand. Predict. Act.
Know what Take the Find experts and
customers and guesswork out of take action
employees think decision-making
about you
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22. The Social Analytics Solution for Social Business
“The IBM Social Analytics Suite for Social Business combines
sophisticated analytics with the power of community action to interpret
social media insights and take a focused, intelligent response to real
world market opportunities.”
Social media analyst mines data Communities take action
An LOB, HR or IT analyst harvests internal and external

Key data elements, reports and insights are surfaced
social media sources, including.... through IBM Connections.
Facebook,
Twitter • Marketing can provide targeted messaging
LinkedIn • Sales can create tailored offerings
.... to derive new business insights with Cognos Consumer • Product development can crowdsource innovation
Insight. • Customer service can pre-empt problems
• HR can improve corporate culture
Other datasets can be included, as needed, to optimize or
predict the outcome of business decisions with SPSS
Modeler.
The analysts results are delivered in report formats that are
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easily consumed through Cognos 10 by LOB leaders and
22 © 2011 IBM Corporation
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23. 23 © 2011 IBM Corporation
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24. How does this solution deliver value?
IBM Social Analytics Solution combines sophisticated analytics with the
power of community action to interpret social media insights and take a
focused, intelligent response to real world market opportunities.
–Understand what customers and employees think about you. Sentiment
analysis provides businesses with fast, accurate and actionable insight into
social communities and media to optimize marketing campaigns, enhance
customer and employee relationships, build advocacy & loyalty and develop
better products and services.
–Take the guesswork out of decision-making. Predictive analytics allow
customers to make confident decisions in every area of the business, from sales
to marketing, product development, finance, operations and employee
relationships. Predictive analytics gives customers the knowledge to predict…
and the power to act.
–Find and enable experts to take action. IBM’s Social Business platforms
drive business growth by connecting the right resources and experts to respond
quickly to customer and corporate needs. Communities allow organizations to
dynamically build new connections between people, the information they know
and the tasks they are executing to create real results.
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25. Social Pulse
An example: Social Pulse – What are employees saying
about their company’s brand
• A Social Analytics Solution for marketing and communications
professionals
• Focuses on internal versus external consumer perception of
your brands and products
• Based on the idea of your workforce being brand
ambassadors
• Experimenting within IBM
• Externally
>25,000 employees on Twitter, >300,000 on LinkedIn, and > 198,000 on
Facebook
• And Internally
> 300,000 IBMers use IBM Connections Communities, Blogs, Wikis,
Profiles, Forums etc.
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26. Use Case – “Employee Life-cycle”: Social Analytics & Smarter
Workforce
Analytics Emerging Topics Affinities
Sentiment dashboard Conversations you asked What is correlated with what?
about and those you didn't
Social Pulse
Employee sentiment
visualization
Social Media
• Tweets
• Blogs
• Forums
Communities
1 Derive measurable, aggregate insights for
• Surveys
• Advocate dialog
• Discussions employee’s sentiment from Social Media
Model and micro-segment employee
2 groups to refine policies, focus
communications & drive culture
HR Datastore
• Compensation
• Performance ratings
• Employee Demographics
Historical Corp
Performance Communications
• Financials Modeling Scoring
Predict: productivity, Optimize employee motivators Multi-channel outreach
• Country-Specific Events
• Ad Hoc Inputs issues, turnover
(i.e. compensation etc) #ibmiod

27. Join IBM & Hypatia Research Group for insightful
November 6th Webcast:
Social Analytics & Intelligence: Converting Contextual to
Actionable Insights
This webinar will review the recent findings from Hypatia Research Group’s benchmark
study, Social Analytics & Intelligence: Converting Contextual to Actionable Insights, and
demonstrate how business users and analysts collaborate to transform a multitude of
online contextual sources into insight, predict optimal next best actions and outcomes
and act upon this consumer insight for business gain.
Speakers
• Leslie Ament, Vice President, Research & Client Advisory, Hypatia Research Group,
• Mark Heid, Program Director, Social Analytics, IBM
November 6th, 1:00-2:00 pm ET
27 © 2011 IBM Corporation
http://events.unisfair.com/rt/IBM~SocialAnalytics
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29. Mark Heid
mheid@us.ibm.com
twitter: @mheid
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