Chuck Hemann, Group Director of Analytics for WCG joined several social and digital innovators from P&G, Verizon, Sprinklr, IBM, Accenture, Hershey's and others to

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Building Your Digital Analytics Capability:
How to Develop a Competitive Advantage For Your Business
3M ThinkTank
September 26, 2013
Chuck Hemann, Group Director, Analytics at WCG
@ChuckHemann

2. #3MThinkTANK // @chuckhemann on Twitter

3. #3MThinkTANK // @chuckhemann on Twitter

4. #3MThinkTANK // @chuckhemann on Twitter
The communications landscape is changing…But that’s not why I’m here

5. #3MThinkTANK // @chuckhemann on Twitter
 We can get better information by observing and asking consumers their opinion right now,
based on the exact city they live in, and the exact interests they have, and the places they
hangout online.
Real Time research provides better information

6. #3MThinkTANK // @chuckhemann on Twitter
How is Research Changing to Meet
the New Communications Landscape?
10 Trends in Digital Analytics

7. #3MThinkTANK // @chuckhemann on Twitter
 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
Social Channels = New Frontier for Research

8. #3MThinkTANK // @chuckhemann on Twitter
#1 – (Tool) Buyer Beware

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#2 – Two Clear Listening Models Emerging

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#3 – HR, Sales, Product Development, Customer Service
Join the Digital Data Party

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#4 – We Drop “Social” from Social CRM

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#5 – Companies Begin to Hire Internal Resources

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#6 – Command Centers are Valuable… Kind of

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#7 – Measurement Finally Becomes Integrated

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#8 – Analytics goes hyper-local

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#9 – Forensic Analytics Becomes a Critical Capability Within Companies

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Lunch Table Audience Segmentation (dummy data)
Primary Attribute: HipHop Music
Also Passionate About: NBA Basketball, Skating,
Nightlife, Video Games
Consumption Moments: Leisure, Partying
Demographic Attributes: M28-24
Additional Insights: B.O.B. + Drake are faves
A
Primary Attribute: Pick Me Up Junkies
Also Passionate About: Hiphop, Alternative Rock,
Snowboarding, Monster, 5-Hour
Consumption Moments: Studying, Leisure
Demographic Attributes: West coast
Additional Insights: <3 Free Music Downloads
Primary Attribute: Mountain Biking
Also Passionate About: Winter sports, NFL, Pearl Jam
Consumption Moments: Driving, Working
Demographic Attributes: Men (all ages)
Additional Insights: Bike Brands Super Important
Primary Attribute: High Performance
Also Passionate About: Record-Setting Performances,
Motor Sports, Speed
Consumption Moments: Sports, Working
Demographic Attributes: NA
Additional Insights: Diss on Organized Racing
DC
B

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#10 – Influencer Analysis is not Synonymous with Klout

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Where did this come from (aside from client work)?
Currently available on Amazon.com - http://amzn.to/UF4qKj

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