RI's Anne Marie Thomas shared the stage with Pete Blackshaw from Nielsen Online and Jon Vein from MarketShare Partners to help us close the loop of the iCitizen content -- understanding what all this real-time activity means and what it's worth.
Jon started off by pointing out that part of measuring is looking at the right time. It's not just about annual planning, we'll need to be more nimble and make decisions more than once or twice a year.
And beyond timing, Jon added, it's also about variety. While engagement measures are important, now you can use analytics to connect it to what consumers are actually doing. Pete added that you need smart people too, to connect all the dots, reinforcing the notion that it is indeed an art and science.
While real-time is crucial, both cautioned about getting lost in real-time data, digital or otherwise. Jon said the manager of the future filters the data, especially when a brand gets in trouble. Early radar should be coupled with folks who know how to translate that on the radar for long-term ROI.
We have lots of great tools, Pete said, but the premium on us exercising good judgment on the data is as important as ever before.
What data do we need to watch? Jon said we need tools to help us look at the entire ecosystem and that "loyalty is no longer enough--advocacy is the real key to brand success in an era of conversation."
Who do we listen to? Pete said we need to know which segments are really important to you. Pay attention to "core metrics, key segments and stay really close to the data and adjust accordingly."
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