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#3MThinkTANK // @chuckhemann on Twitter 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

3M ThinkTank - Trends in Digital Analytics

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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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Page 1: 3M ThinkTank - Trends in Digital Analytics

#3MThinkTANK // @chuckhemann on Twitter

Building Your Digital Analytics Capability: How to Develop a Competitive Advantage For Your Business

3M ThinkTankSeptember 26, 2013Chuck Hemann, Group Director, Analytics at WCG@ChuckHemann

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#3MThinkTANK // @chuckhemann on Twitter

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#3MThinkTANK // @chuckhemann on Twitter

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#3MThinkTANK // @chuckhemann on Twitter

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

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#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

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#3MThinkTANK // @chuckhemann on Twitter

How is Research Changing to Meet the New Communications Landscape?

10 Trends in Digital Analytics

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#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

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#3MThinkTANK // @chuckhemann on Twitter

#1 – (Tool) Buyer Beware

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#3MThinkTANK // @chuckhemann on Twitter

#2 – Two Clear Listening Models Emerging

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#3MThinkTANK // @chuckhemann on Twitter

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

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#3MThinkTANK // @chuckhemann on Twitter

#4 – We Drop “Social” from Social CRM

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#3MThinkTANK // @chuckhemann on Twitter

#5 – Companies Begin to Hire Internal Resources

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#3MThinkTANK // @chuckhemann on Twitter

#6 – Command Centers are Valuable… Kind of

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#3MThinkTANK // @chuckhemann on Twitter

#7 – Measurement Finally Becomes Integrated

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#3MThinkTANK // @chuckhemann on Twitter

#8 – Analytics goes hyper-local

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#3MThinkTANK // @chuckhemann on Twitter

#9 – Forensic Analytics Becomes a Critical Capability Within Companies

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#3MThinkTANK // @chuckhemann on Twitter

Lunch Table Audience Segmentation (dummy data)

Primary Attribute: HipHop MusicAlso Passionate About: NBA Basketball, Skating, Nightlife, Video GamesConsumption Moments: Leisure, PartyingDemographic Attributes: M28-24Additional Insights: B.O.B. + Drake are faves

A

Primary Attribute: Pick Me Up JunkiesAlso Passionate About: Hiphop, Alternative Rock, Snowboarding, Monster, 5-HourConsumption Moments: Studying, LeisureDemographic Attributes: West coastAdditional Insights: <3 Free Music Downloads

Primary Attribute: Mountain BikingAlso Passionate About: Winter sports, NFL, Pearl JamConsumption Moments: Driving, WorkingDemographic Attributes: Men (all ages)Additional Insights: Bike Brands Super Important

Primary Attribute: High PerformanceAlso Passionate About: Record-Setting Performances, Motor Sports, SpeedConsumption Moments: Sports, WorkingDemographic Attributes: NAAdditional Insights: Diss on Organized Racing

DC

B

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#3MThinkTANK // @chuckhemann on Twitter

#10 – Influencer Analysis is not Synonymous with Klout

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#3MThinkTANK // @chuckhemann on Twitter

Where did this come from (aside from client work)?

Currently available on Amazon.com - http://amzn.to/UF4qKj

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#3MThinkTANK // @chuckhemann on Twitter