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3M ThinkTank August 15, 2013 Chuck Hemann , Group Director, Analytics at WCG @ ChuckHemann

Building Your Digital Analytics Capability: How to Develop a Competitive Advantage For Your Business. 3M ThinkTank August 15, 2013 Chuck Hemann , Group Director, Analytics at WCG @ ChuckHemann. The communications landscape is changing …But that’s not why I’m here.

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3M ThinkTank August 15, 2013 Chuck Hemann , Group Director, Analytics at WCG @ ChuckHemann

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  1. Building Your Digital Analytics Capability: How to Develop a Competitive Advantage For Your Business 3M ThinkTank August 15, 2013 Chuck Hemann, Group Director, Analytics at WCG @ChuckHemann

  2. The communications landscape is changing…But that’s not why I’m here

  3. Real Time research provides better information • 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.

  4. How is Research Changing to Meet the New Communications Landscape?10 Trends in Digital Analytics

  5. 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

  6. #1 – (Tool) Buyer Beware

  7. #2 – Two Clear Listening Models Emerging

  8. #3 – HR, Sales, Product Development, Customer Service Join the Digital Data Party

  9. #4 – We Drop “Social” from Social CRM

  10. #5 – Companies Begin to Hire Internal Resources

  11. #6 – Command Centers are Valuable… Kind of

  12. #7 – Measurement Finally Becomes Integrated

  13. #8 – Analytics goes hyper-local

  14. #9 – Forensic Analytics Becomes a Critical Capability Within Companies

  15. Lunch Table Audience Segmentation (dummy data) A B 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: 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 C D 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 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

  16. #10 – Influencer Analysis is not Synonymous with Klout

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

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