Published on January 4, 2010
Social CRM Social Analytics – Prem's personal notes
Social Analytics ● Purpose – Actionable Insights ● Web Analytics + Text/Opinion Mining + Social Network Analysis + User Profile/Persona ● Triumvirate – User Content, Context, Intent ● Insights from – ● Transactional Analytics ● Behavioral Analytics ● Feedback Loops ● Usability Studies ● Ethnographic Discovery
Vanity Metrics Good for feeling awesome, bad for action.
Actionable Metrics Invest energy in collecting those metrics that help make decisions.
Web Analytics ● Digital Breadcrumbs ● Query, URL, Intent - Triples
Both the frequency of website visits and the time spent on the website per visit strengthen brand trust and consequently also brand loyalty and WOM.
However, neither posting nor lurking on the virtual community has an effect on brand trust. All in all, the results provide support for the mediating role of brand trust between consumer-brand online interactions and brand loyalty and WOM.
Social Network Analysis
References ● http://www.fastforwardblog.com/2009/07/31/the-context-of-intent/ ● http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.101.5763&rep=rep1&type=pdf ● http://www.public.asu.edu/~mdechoud/munmun_files/wic_07_ppt.pdf ● http://sai.moturu.googlepages.com/Dissertation-SaiMoturu.pdf ● http://www.aclweb.org/anthology/N/N04/N04-4013.pdf ● http://www.ingentaconnect.com/content/ind/ijima/2009/00000006/00000001/art00005 ● http://www.fourhourworkweek.com/blog/2009/05/19/vanity-metrics-vs-actionable-metrics/ ● http://www.toprankblog.com/2009/10/storytelling-actionable-insight-from-analytics/ ●
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