During a recent presentation to Dallas Social Media Club, Chuck Hemann outlined the ten trends in digital analytics today. This comes from his work with clients as part of W2O Group, as well as extensive research that was done to write his new book, Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World.

1. Building Your Digital Analytics Capability: How to
Develop a Competitive Advantage For Your Business
Dallas Social Media Club
May 30, 2013
#DigitalAnalyticsBook
Contents are proprietary and confidential.

2. Contents are proprietary and confidential.

3. Contents are proprietary and confidential.

4. The communications landscape is changing…
Contents are proprietary and confidential.

5. How We Consume Media Has Changed…
Yomiuri Shimbun
is the top
newspaper
14million
2.4
Internet users
online
A large PC
manufacturer
may have
250
in use at any one
time
The # of devices in
use vs. the online
population of the
world is easily
today and growing
3:1million systems
billion
readers
#DigitalAnalyticsBook // @chuckhemann on Twitter

6. Interpreting Behavior
AWARENESS
Getting someone’s attention is the
beginning of every relationship.
Sometimes a whisper is more
impactful than a shout. Yet, volume
won’t matter if your story isn’t
compelling.
ACTION
You’ve hit pay dirt.
Customers are now
engaging directly with
your brand gaining
first hand experience
but now they are
behind the wheel.
AMBASSADOR
We’ve reached the defining moment,
customers share their experience,
carrying the brand forward to people
we could never reach. Now we must
forge a partnership with our most
loyal customers who are our best
advocates… make that evangelists.
ASSESSMENT (PRE)
You’ve got their ear. This is where
decisions are made, so what you say
– and how you say it – needs to
resonate and penetrate the
customer’s consciousness. If
successful they take action.
ASSESSMENT (POST)
Hope you made a good first
impression. Now they get to evaluate
their experience and relationship with
your brand. Did it deliver on the
promise? Did it disappoint? Either
way, you have to be there to answer.
#DigitalAnalyticsBook // @chuckhemann on Twitter

7. Our Brand’s Story Must be Told in Different Ways to
Succeed
The majority of content we consume is not via a media
outlet. It is through our friends and networksMedia refers to all
content
Blogs, Twitter, Facebook wall, mainstream media, video
News flow has 5 drivers
If “media” is redefined, how could media plans stay the
same?
Media plans are
becoming obsolete
Our information needs change as our journey evolves
leading to different content, places and devices
Multiple Channel
Content Consumption
65% of people believe they are visual learnersVisual Trumps Copy
Content is now part of the rhythm of life. 1,9,90Content must be Fluid
#DigitalAnalyticsBook // @chuckhemann on Twitter

8. The Opportunity is Unveiling Itself
Newsflow
• Blogs and twitter drive 2/3 of flow
• Five drivers of newsflow
• Mainstream media news cycles driven
by average of 5 people
• Online content cycles driven by <50
people
Human Behavior
• We are only snowflakes to our parents
• We all follow patterns
• Influencers (top 50) typically source
from no more than 4-5 people
• Who are the top sources?
Media Consumption
Patterns
• I read what I want, where I want
• Social channels are becoming the
new “third place”
The Social Footprint
• easy to see where content is shared
and with whom
• Preferred words are clear
• Content needs are clear
Four Drivers of
Change
#DigitalAnalyticsBook // @chuckhemann on Twitter

9. What the C-Suite Realizes Today…
Contents are proprietary and confidential.
Reputation
Customers
shape reputations
with or
without company
help
Budget
50% of marketing
budget is digital
today for leading
companies, 70%
in a few years
Issues
You can identify
problems
days/weeks
before the world
is fully aware
Employees
Recruitment and
retention happens
365 days/year
and includes
involvement in
brand activities
Customers
Customer
support is integral
to brand
reputation –
irrespective of
channel
Innovation
The best ideas
are from crowds
of smart people
inside or outside
your company
Money Words
Which words
drive
sales/behavior
and how am I
leveraging them
across my brand?
Search
If search is
becoming a
decision engine,
what decisions
am I helping with?
#DigitalAnalyticsBook // @chuckhemann on Twitter

10. How is Research Changing to Meet the New
Communications Landscape?
10 Trends in Digital Analytics
Contents are proprietary and confidential.

11. People and brands send more than 340m tweets per day
People on Facebook share more than 684,000 bits of content per
day
People upload 72 hours of new video to YouTube every minute
Google receives over 2 million search queries a minute
Marketers are Currently Swimming in Data
#DigitalAnalyticsBook // @chuckhemann on Twitter

12. Social Channels = New Frontier for Research
• Open, unfiltered channels
• Real-time market-driven conversations
• Engaged customer and partner communities
• Early warning system for competitive intelligence
• Hard to make a move without some digital footprint
• Lots of noise to filter, but plenty of valuable signal
#DigitalAnalyticsBook // @chuckhemann on Twitter

13. #1 – (Tool) Buyer Beware
Social Media Listening
Social Media Engagement
Influencer Analysis
Audience Analysis
Content Analysis
Search Analytics

14. Hundreds of Available Tools with no Clear Link…
Yet

15. #2 – Two Clear Listening Models Emerging
Listening for program
planning and listening for
content development

16. • What are people saying about
your brand
• Where people are talking
about your brand
• When people are talking about
your brand
• Who is talking about your
brand
• Why people are talking about
your brand
Taking a Step Back to Set Proper Goals
#DigitalAnalyticsBook // @chuckhemann on Twitter

17. Listening to Develop Content in Real-Time
#DigitalAnalyticsBook // @chuckhemann on Twitter
Photo credit to: http://darmano.typepad.com/.a/6a00d8341bfa9853ef017ee8b7b819970d-pi

19. #3 – HR, Sales, Product Development, Customer
Service Join the Digital Data Party
Digital data’s value extends
well beyond its applications
for public relations and
marketing
#DigitalAnalyticsBook // @chuckhemann on Twitter

20. • Concept of building a dashboard
to listen for conversations
outside of PR/marketing
applications is easy
• Discover the data
• Analyze the data
• Segment
• Develop insights
• Execute based on those
insights
• In practice, much more difficult
to execute at large companies
• Requires central source for
listening with organization
Making Social Data Work Outside of PR/Marketing
#DigitalAnalyticsBook // @chuckhemann on Twitter

21. Social Customer Service is an Emerging Approach
#DigitalAnalyticsBook // @chuckhemann on Twitter
• Shift in importance away from
traditional customer service
channels toward social media,
smartphones and internet sites
• 79% of respondents in the survey
cited the immediacy of interactive
channels in their preference
• 46% cited those interactive
channels as the most efficient
communication method
• Listening to conversations for
customer service requires
dedicated team, technologies,
measurement techniques and
processes

22. Samsung and Delta are Two Strong Case Studies
#DigitalAnalyticsBook // @chuckhemann on Twitter

23. #4 – We Drop “Social” from Social CRM
CRM platforms evolve to
incorporate social data more
easily therefore eliminating
the need to keep using social
in front of CRM
#DigitalAnalyticsBook // @chuckhemann on Twitter

24. The Good News is Current Systems are
Evolving…Slowly
#DigitalAnalyticsBook // @chuckhemann on Twitter

25. #5 – Companies Begin to Hire Internal Resources
Digital analytics professionals
are becoming more prevalent
as organizations realize the
power of this data.
#DigitalAnalyticsBook // @chuckhemann on Twitter

26. Four Components of an Internal Capability
#DigitalAnalyticsBook // @chuckhemann on Twitter

27. #6 – Command Centers are Valuable… Kind of
Command centers are
valuable internal tools that
rally the organization around
the idea of social
media/listening to customers
#DigitalAnalyticsBook // @chuckhemann on Twitter

28. #gotoexplore
#DigitalAnalyticsBook // @chuckhemann on Twitter
Several Brands Have Built Command Centers
Do you need one of these if you are a brand or representing a brand? It depends

29. #DigitalAnalyticsBook // @chuckhemann on Twitter
Intel Has Developed a Social Cockpit…

30. #7 – Measurement Finally Becomes Integrated
Communications has been
working to break down silos
for years. It’s time to do the
same in measurement
#DigitalAnalyticsBook // @chuckhemann on Twitter

31. Timely Intelligence 
Timely Decisions
Daily:
Media flow, news synopses, topline opinions
Weekly:
KPI tracking, red flags, tactical decisions,
editorial planning, traffic/sales impact
Monthly:
KPI trends and insights, strategy evaluation,
program optimization, problem resolution
Hourly:
Competitive alerts and crisis management
Quarterly:
KPI executive reviews, strategy shifts,
problem escalation, cross-discipline impact
Annually:
Business and comms planning, long-range
strategy, KPI assessment and goal setting
#DigitalAnalyticsBook // @chuckhemann on Twitter

32. Institutionalize Standard Metrics
Awareness
(Reach)
Assessment(Consid
eration)
Action
(Engagement)
Ambassadorship
(Loyalty/Advocacy)
Social Networks
(Facebook)
Metric #1
Metric #2
Metric #3
Metric #1
Metric #2
Metric #3
Metric #1
Metric #2
Metric #3
Metric #1
Metric #2
Metric #3
Blogs Metric #1
Metric #2
Metric #3
Metric #1
Metric #2
Metric #3
Metric #1
Metric #2
Metric #3
Metric #1
Metric #2
Metric #3
Microblogs Metric #1
Metric #2
Metric #3
Metric #1
Metric #2
Metric #3
Metric #1
Metric #2
Metric #3
Metric #1
Metric #2
Metric #3
Audio (podcasts) Metric #1
Metric #2
Metric #1
Metric #2
Metric #1
Metric #2
Metric #1
Metric #2
Video (YouTube) Metric #1
Metric #2
Metric #1
Metric #2
Metric #1
Metric #2
Metric #1
Metric #2
Images (Flickr) Metric #1
Metric #2
Metric #1
Metric #2
Metric #1
Metric #2
Metric #1
Metric #2
Documents
(SlideShare)
Metric #1
Metric #2
Metric #1
Metric #2
Metric #1
Metric #2
Metric #1
Metric #2
Forums Metric #1
Metric #2
Metric #1
Metric #2
Metric #1
Metric #2
Metric #1
Metric #2
Wikis Metric #1
Metric #2
Metric #1
Metric #2
Metric #1
Metric #2
Metric #1
Metric #2
Search (Google) Metric #1
Metric #2
Metric #1
Metric #2
Metric #1
Metric #2
Metric #1
Metric #2
#DigitalAnalyticsBook // @chuckhemann on Twitter

33. The New ERA Measurement Approach
What we are Measuring Example Metrics
Engagement
Are consumers taking action to indicate they are on board
and sharing with their personal networks?
• Likes
• Comments
• Inbound Links
• Retweets
• Shares
• Database registrations
Reach
How many consumers did we reach, multiplied by how
many times did we reach them, during the last 30 days?
• FB post impressions
• Tweets x Followers
• Paid digital impressions
• Video views
• Blog post UVMs
• Website visits
• Share of Attention
Audience
What is the size of our Audience that we are building to
communicate with in the future?
• Fans
• Followers
• Subscribers
Cost
Avoidance
How is our social engagement allowing us to reach
people without buying paid media inventory?
• Media value of social
impressions and views
Learnings
What did we learn that can be applied to future
effectiveness?
• Social Poll results
• Qualitative feedback
#DigitalAnalyticsBook // @chuckhemann on Twitter

34. #8 – Analytics goes hyper-local
As marketing programs are
built to reach people in
specific geographies,
analytics tools will need to be
built to keep up
#DigitalAnalyticsBook // @chuckhemann on Twitter

35. Track conversation by zip code, town, store
#DigitalAnalyticsBook // @chuckhemann on Twitter

36. #9 – Forensic Analytics Becomes a Critical
Capability Within Companies
Digital and social media
present untold opportunities
to learn about our customers.
The trick is moving beyond
counting to actually
understand behavior
#DigitalAnalyticsBook // @chuckhemann on Twitter

37. #10 – Influencer Analysis is not Synonymous with
Klout
The current suite of influencer
solutions do not fully capture
how influential a person is
online
#DigitalAnalyticsBook // @chuckhemann on Twitter

38. The Current Influencer Tools are not the Devil,
but Don’t Accurately Gauge Influence Either
#DigitalAnalyticsBook // @chuckhemann on Twitter

39. <50 People Drive Share of Conversation Online
• Have complete clarity
into who influences your world, and
how to reach them with your content.
Thousands of
key phrases.
Millions of
webpages.
100+ Metrics.
Hundreds of
Outlets.
50 Top
Influencers.
#DigitalAnalyticsBook // @chuckhemann on Twitter