Social Data can give an even better and in-depth view on your customers. However please mind that it is not about 'more data'. It is about the 'right data' put to work. A) Start wit the question B) Combine Structured and Unstructured Data C) Apply continuous machine learning

1. Analy&cal(CRM(
Start with the Question and Mind the Data….
More is not better…
By#@LutzFinger#

2. Lutz(Finger(
─ #Quantum#Physicist#
─ #Journalist#
─ #Incubator#for#new#Media#
─ #MBA#@#INSEAD#2004#
─ #Sales#Manager#@#Dell#
─ #CoIFounder#of#Fisheye#
─ #Researcher#at#INSEAD#
#
And 47 different Social Media Profiles
#
#
#
(
Not all up-to-date. Mind the Data
All#displayed#Logos#are#trademark#protected#by#the#respecMve#companies.#

3. Segmenta&on(is(missing(something(
Two(People:((
Who(are(they?(
● Male#
● Born#in#1948#
● BriMsh#NaMonality#
● 2nd#Marriage#
● Rich#
● Well#known#
The#missing#informaMon#is#behavior#informaMon.#
Source:#Annet#Aris#
3#

4. Social(as(Indica&on(
10th#June#2011#–#2.6(million(readers(had#to#look#for#a#new#SUNDAY#paper#
Source:#www.newsoXheworld.co.uk#
4#
All#displayed#Logos#are#trademark#protected#by#the#respecMve#companies.#

5. To(find(poten&al(customers…(
Discussion(in(TwiIer:(Ready(to(Switch?( Sunday(papers(people(may(switch(to(
Former#NOTW#
Indicated# subscribers# General#/#Misc#
desire#to# 4%# Sunday#Sport#Standard## 5%#
switch# 2%#
The#Observer#
1%# 2%# Star#on# Daily#star#on#
Sunday#Star# Sunday# Sunday#
2%# 9%# 15%#
Sunday#Time#
7%#
Sunday#Herald# Daily#Mail#
2%# 22%#
95%#no#info#on#switching## Sun#On#
Sunday#
8%#
Sunday#Mirror#
26%#
Only#4%:#Choose#the#right#ones!
5#
Jul#2011# Source:#Fisheye#AnalyMcs#I#Note:#Twider#Data#only#

6. And(to(Reach(out(
● But#even#if#you#got#the#
RELEVANT#data#
● How(to(reach(out?#
Reach#out#!#
outreach#can#be#creepy
Source:#Fisheye#AnalyMcs#

7. To(get(Social(Data(is(easy…(
Aggregate#
Via#Filter#
Social
Media
Ask# Aggregate Profiles
Consumer# #
Find#
Use#Email# Aggregate#
Profile ##
Please#note#that#there#could#be#easily#privacy#concerns.##
#
All#displayed#Logos#are#trademark#protected#by#the#respecMve#companies.#
Source:#Lutz#Finger# 7#

8. To(organize(not.(
Sex:##2#Segments# Male# Female#
Level#of#EducaMon:# Second#
School# High#School# University#
#8#Segments# Degree#
Sunday# News# Journal#
Products#bought:# Paper# Paper# Paper#
##24#Segments#
The Adventurer, Blue Collar, Emerging Adults,
Health/ Fitness, Hispanics, Women With Children ...
EU#Countries:#
##548#Segments#
Social#graph:# “There#are#7#billion#people#in#the#world#and#my#dream#is#to#have#7#
##500#m#Segments# billion#individual#relaMonships”#by#Robert#McDonald##
#
Source:#Lutz#Finger# 8#

9. Center:(Customer(or(You?(
Customer( Analy&cal(
Rela&onship( CRM(
Management( (
( ● Start#with#the#
● The#Customer# quesMon#
should#be#in#the# ● It#is#all#about#
Center# YOU#and#your#
● It#starts#with# PRODUCT#
the#Customer# ● Data#Mine#for#
● Be#open#/#be# your#needs#
transparent#
Source:#Lutz#Finger# 9#

10. For(Analy&c(CRM(N(Ques&on(is(key(
Deep#Thought:#“it#
would#have#been#
simpler#of#course#
to#have#known#
what#the#actual#
quesMon#was.”#
“Data#without#sound#approach#is#just#NOISE.”#I#Xavier#
Amatriain,#Netlix
Source:#hdp://www.youtube.com/watch?v=aboZctrHfK8#
Source:#www.google.com# Source:#Lutz#Finger# 10#
Source:#Strata#2012#–#Xavier#Amatriain#
#

11. Great(Examples(
● Tinyclues#opMmizes#EIshot#markeMng#
based#on#machine#learning#
Measurable#
Direct#QuesMon# ● Orange#connect#Survey#Data#to#
Network#InformaMon#
● Wonga#uses#the#way#people#fill#out#an#
applicaMon#to#predict#Risk#
ConMnuous#Machine# ● Semasio#uses#content#of#pages#you#
Learning# have#been#on#to#improve#markeMng#
efficiency#
● Target#can#predict#who#of#their#
Structured# customers#is#pregnant#
&#unstructured#Data# ● Walt#Disney#use#Social#Media#
Discussion#to#predict#privacy#
● Google#and#GFK#set#up#One#Source#
Panel#to#create#a#holisMc#View#on#a#
consumer#
Source:#Lutz#Finger# 11#
All#displayed#Logos#are#trademark#protected#by#the#respecMve#companies.#

12. Summary(
● TradiMonal#SegmentaMon#is#too#limited#for#todays#needs#
● Social#Media#Can#find#new#Clients#
● To#get#social#data#is#easy#
● To#organize#them#is#the#hard#part#
● Start#with#the#QuesMon#
● Use#Machine#Learning#to#find#a#structure#
12#