Posts tagged social media
If I Text You Tonight, Will Your Analytics Text Me Back in the Morning?

Whether social media, email, online chat, or transcribed phone calls, text is being used more and more frequently today. While the previously mentioned analytics absolutely provide value and are worth pursuing, there are additional opportunities that should not be missed. By throwing this information away after the initial analysis is completed, you may be missing opportunities to impact the business in very creative ways.

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The Perils Of Marketing Attribution

One of the hottest topics in analytics today is marketing attribution. Attribution, for those unfamiliar, is the process of assigning credit to various marketing efforts when a sale is generated. In the modern world, this is no easy task. There are myriad ways to touch a customer today and the goal of attribution is to tease out the impact that each touch had in convincing you to make a purchase.

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The Rise Of Next Best Offers

Last week in the IIA we did a webcast for our Retail Analytics Research Council on “next best offers.” I’ve been doing some research on this issue with John Lucker and Leandro DalleMule from Deloitte. I don’t want to give away the punch line of the webcast—or the article we hope to write for Harvard Business Review—but I will provide a few reflections on it.

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Semi-Automated Social Media Analytics

There is a lot of chatter these days about analytics related to social phenomena: social media analytics, social network analytics, etc. My impression was that there was more talk than action on the subject. But I keep hearing about organizations that are actually doing something, including making connections among the various forms of social analytics. So it’s definitely worth a post, and we’ll be starting an IIA research project on this subject as well.

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