Next Generation of Web Analytics and the Rise of Psychographic Data Profiling
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Presentation given at the O'Reilly Media IgnIte Boston 6 event on September 17, 2009 at FCAT. #IgBos6 #IgniteBoston; Updated on February 19, 2009 for Social Media Breakfast of NH #SMBNH.
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Next Generation of Web Analytics and the Rise of Psychographic Data Profiling
- 1. Wayne Kurtzman Next Generation ofWeb Analytics Wayne@BeyondThe.BizTwitter:@WayneNHBlog: www.BeyondThe.Biz (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner. CC Image Courtesy http://www.flickr.com/photos/jennie_m/97330017/
- 2. My Resume… (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
- 3. Ask the Question. (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
- 4. My Job is to … Spin Straw Into Gold: Take behaviors, spin into numbers which can be turned into actionable results. Web Analytics define how to help your users interact with content Sales Content Social Media (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
- 5. Drive Decisions Quantify aggregate behavior for actionable decisions (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
- 6. Today… Cookies; .JS-based Increasing data crunching Target users in groups CC Image Courtesy http://www.flickr.com/photos/abielskas/22134354/ (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
- 7. Today, We “Group” Users Artificial Marketing Groups By “Generation” By Chronological Age By Purchasing Need (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
- 8. (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner. Courtesy: http://icanhascheezburger.com/2008/02/05/funny-pictures-click-mouse-to-accept-cookie/
- 9. Identity The new currency for analytics CC Image Courtesy: http://www.flickr.com/photos/trois-tetes/5195847/ (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
- 10. (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner. Conversations Change Everything
- 11. Conversations Are Changing Everything If Facebook were a country, it would rank 3rd, just above the U.S. Twitter 40-71mm+ users Early adopters: 48+ 2nd Wave: 2-25 (ComScore.com) (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
- 12. http://www.personalizemedia.com/the-count/ (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
- 13. The Change is Social Media Social Media Options Open the Door for Business-to-Personae (B2P) marketing. Authenticated Users by Personae. Hello Cookieless Analytics! (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
- 14. (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner. What Is This Personae Consist of? Courtesy: http://www.flickr.com/photos/striatic/2134277399/sizes/o/
- 15. Psychographic Data Profiles (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
- 16. One Measure: Sentiment (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
- 17. Problem words… (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner. S I C K
- 18. Problem Words (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner. WICKED!
- 19. Problem Words (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner. WICKEDAWESOME!
- 20. Psychographic Data Profiles (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
- 21. Psychographic Data Profiles (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
- 22. New Analytics Model: The Individual (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
- 23. New Analytics Model: The Individual Specific Attitude, Opinions, Activities, Values Home teams, hobbies, personality types Buying history, GM, Lifetime value, AOV, number of contacts, etc. Stockholder? Potential issues, history (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
- 24. Social Media Goes Mobile Virtually all SocMed sites see mobile as the #1 growth area. Technology is moving quicker than our ability to measure it. (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
- 25. Augmented Reality (AR) Phone images enhanced with real-time information overlays Photo Courtesy: http://en.wikipedia.org/wiki/File:Wikitude3.jpg (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
- 26. Augmented Reality (AR) Location Aware (GPS); Events; Your POI AR Flash Mobile Browser Kit Available today for iPhone and Android Need for a better GPS infrastructure Photo Courtesy: http://en.wikipedia.org/wiki/File:Wikitude3.jpg (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
- 27. Augmented Reality (AR) Google Goggles (beta) Bar Code Search and Comparison Shopping Books, DVDs, Landmarks, Logos, Contact Info, Artwork … Photo Courtesy: http://en.wikipedia.org/wiki/File:Wikitude3.jpg (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
- 28. mCommerce Fastest Growth Area for 2010 – 2011 59% of people found shopping information using a mobile device. Only 8% said they did not intend to shop from their mobile phone. (Source: Retrevo Pulse Report) Social Media and mCommerce will provide a complete personae. (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
- 29. Personalization or TMI? Privacy concerns in the name of personalization. Where does the data start and stop? (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
- 30. The Road Between Here and There Psychographic metrics are new. Mobile metrics are weak. Senior Management issues. Moral privacy issues. US and International rulings (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner.
- 31. Wayne Kurtzman Next Generation ofWeb Analytics Wayne@BeyondThe.BizTwitter:@WayneNHBlog: www.BeyondThe.Biz (c) 2009-10 Wayne Kurtzman, BeyondThe.Biz LLC, 3rd party Trademarks retained by original owner. CC Image Courtesy http://www.flickr.com/photos/jennie_m/97330017/