Depending on the business objectives, social media analytics can take four different forms, namely, descriptive analytics, diagnostic analytics, predictive analytics, and prescriptive analytics.

Social media data is the new gold and analytics is its digging tool. Social Media Analytics (SMA) is the art and science of extracting valuable hidden business insights from social media media data (Khan, 2015) . SMA turns the…

Continue

I am pleased to announce my new book on social media analytics. The book offers concepts, tools, tutorials, and cases studies to understand and analyze the seven layers of social media data, including text, actions, networks, apps, hyperlinks, search engine, and location…

Continue

We’ve just wrapped up another eventful season of the annual phenomenon that is the Indian Premier League. Records were broken, trophies and caps won, and careers and fortunes made in a span of 6 high-octane weeks.  Fans, being the lifeblood of any successful sporting event, were given extra-special attention this time around. The millions of tweets that social-media savvy fans across India tweeted during the tournament formed a veritable growing corpus of social content that was used through…

Continue

The newest marketing trends always seem daunting at first. You don’t know

how you are going to possibly make the change or figure out how to use the

new social media platform, but once you finally have it figure out, it

increases your customers significantly. That is why you need to stay on top

of marketing trends. Otherwise, you could easily get left behind and

destroyed.



Just like a dinosaur



If the dinosaurs were able to better adapt…

Continue

Google is the god of search, and most businesses are doing all they can to propitiate the search engine giant. Most of us turn to Google when we want an answer to almost any question, and the great god supplies it. Millions of businesses around the world want their website to show up when potential customers or visitors search for a specific set of keywords. And so we invest lots of time and effort in SEO.

 

Many business that had spent…

Continue

Read the Preface for Siegel’s Book – Predictive Analytics

Here is the preface for Predictive Analytics: The Power to Predict Who Will Click, Buy, Lie, or Die

By Eric Siegel, with a foreword from Tom Davenport

(Wiley, February 2013)

 

To order the book:…

Continue

Big amount of information is available in textual form in databases or online sources, and for many enterprise functions (marketing, maintenance, finance, etc.) represents a huge opportunity to improve their business knowledge.

 

Sentiment analysis or opinion mining refers to the application of language processing to identify and extract subjective information in source materials. Generally speaking, sentiment analysis aims to determine the attitude of a speaker or a writer…

Continue

Target your Net Promoters with a fun modeling project and CRM initiative. So here is a little trick for smart people who use "little" data with advanced research designs who parter the rest of us who use big data. Use this as a mentoring opportunity to show that database marketing is here to stay and has applications in building models for social media referrals to up and coming social media gurus. 

Results:

Once all is said and done, you will have a few…

Continue

The hype and rhetoric about Agency Trading Desks (ATDs) has reached epic proportions.

 

Missing from the debate is an advertiser point-of-view - here's one: Agency Trading Desk Myths & Memes Debunked 

Feedback welcomed!

A Simple Plan

While fair-minded consumers might not like being tracked, most will acknowledge that they personally and directly benefit from the vast free digital media that is subsidized by ad targeting. At the same time, digital media companies know full well that most users didn't read their respective terms of service agreements that legally allow them to track for advertising purposes.



As such, there are some simple steps that digital media can take in a matter of… Continue

Digital marketers, the time has come to heed the call and end the rampant chaos and confusion by putting in place page tag moratoriums. Today.



WHY THE MORATORIUM?

Upon taking a closer look at the confusion and…

Continue

By Katie Colbourne



Over the last 6 months or so people keep asking me ‘what is social media’, ‘how are you using it’ ‘why do social media’, ‘what exactly is your job?’. I will (hopefully) try to give you a brief introduction to social media, some tips and why companies from big conglomerates right down to small businesses should use social media.



Social media is online conversation. It’s the ‘new word of mouth’ – Conversations that were previously happening offline are now… Continue

An occasional series in which a review of recent posts on SmartData Collective reveals the following nuggets:



Thinking macro vs. micro on social media

While I couldn’t think of any good ones off the top of my head, a thought about marketing on social media crossed my mind. The ability to allow your brand to take an occasional hit on the micro level, in order that it will have more success on the macro level, is exactly what companies need to do on social… Continue

An occasional series in which a review of recent posts on SmartData Collective reveals the following nuggets:



First, the decision

The first step is to focus BI and dashboard development on decisions, and this means identifying the decisions that your users must make, the questions to which they need answers, and then focusing on these like a laser. Data quality, data integration, timeliness should all be driven by the decision’s needs. This can be a challenge for… Continue

An occasional series in which a review of recent posts on SmartData Collective reveals the following nuggets:



The future is now

If economic conditions improve in 2010, then the amount saved by releasing an employee may only be $50-100K by the time all the layoff costs are incurred. How can you put a price on replacing the inherent business knowledge of that staff member when you re-hire a replacement? It may take another year or two to get the replacement up-to-speed, and… Continue