Ah, the ubiquitous crisis. In today’s digital, all-access world, a damaging video, negative tweet, verbal misstep or computer network breech can leave a company reeling, causing stock prices to plummet, a mass exodus of customers and employees, major regulatory fines…the list goes on. While unfortunate, every one of us in the business world will be hit with a crisis at some point. It’s inevitable.

Whether the crisis is massive or minuscule, it’s important to be as prepared as possible, hunker down, respond quickly, transparently and effectively, and go about rebuilding your reputation… perhaps even for the better. A critical component  of a crisis response plan  is having data at your fingertips that can help you develop a fact-based plan of action. By tracking various forms of conversation occurring online and on social media platforms, you can glean important insights into customer and company sentiment, which will undoubtedly help inform your crisis plan. 

Today, I am excited to sit down with Steven Cutbirth, an analytics and engagement Senior Account Manager at W2O  to learn about the value of data analytics and social listening in helping mitigate and/or manage crises.

Steven, you have been using data analytics and social listening as a platform in mitigating several crises for our healthcare clients. Can you explain the role that analytics specifically plays in managing a crisis situation?

Analytics represent the “secret sauce” in effectively managing a crisis, helping guide a company’s response strategy with precision. In my experience, clients who invest upfront in an analytical approach to measurement and monitoring are the ones who truly understand their audience during a crisis. My team recently helped counsel a client through an unforeseen crisis situation that escalated quickly, generating viral social sharing and national media coverage within hours. We acted quickly to prepare a real-time solution by conducting social and media analyses to determine how the coverage was trending, which themes were becoming most apparent, and how the situation was being positioned. These analytics-driven insights proved that the crisis was sidestepping our client and ultimately trending downward. Having this data in hand proved invaluable in guiding the client to engage in a measured response. We simply couldn’t have done this without data analytics.

How does data gleaned from online analytics help inform a proactive crisis plan before one hits?

Potential crises can often be identified through predictive analytics, the process of utilizing previous patterns to predict potential future outcomes. Understanding potential outcomes can alert us to issues we don’t yet know about. The use of AI-based early-detection tools can automatically uncover unexpected shifts in previous patterns and immediately bring these to our attention as a potential cause for concern – in essence catching a crisis before it becomes one.

There are literally millions of negative social mentions made about brands each and every day. How does social listening and analytics help cut through the proverbial clutter and identify a crisis in the making?

I look at this as a three-part approach:

  1. You must be actively monitoring online conversations about your brand on a regular basis. That way you will know when there are significant upticks in conversation around a specific topic or unexpected marginal shifts that may hint at an upcoming crisis.
  2. Benchmarking is crucial. It’s more than just identifying negative mentions on your social channels. You must have a keen understanding of overall engagement metrics for each of your social media platforms. Regularly analyzing these engagement metrics on a recurring basis will make it far easier to spot when something is not quite right.
  3. Know and regularly engage with brand and industry online influencers, as they often serve as the bellwethers who will alert you to trends that may affect your brand. Develop an active monitoring program to ensure you are in-the-know about industry- or brand-specific topics they are actively discussing.

Want to learn more about W2O’s analytics-driven approach to crisis communications? We’d love to hear from you! Drop us a note.

As a digital marketer responsible for planning, executing and optimizing campaigns you have a finite amount of “free” time. You are constantly trying to ensure that the objectives of your campaign are met, and you are delivering value to the business. Some days it probably feels like you have very little time to breathe, let …

As a digital marketer responsible for planning, executing and optimizing campaigns you have a finite amount of “free” time. You are constantly trying to ensure that the objectives of your campaign are met, and you are delivering value to the business. Some days it probably feels like you have very little time to breathe, let alone think about the strategic direction of your organization.

So, when you see announcements or articles in the marketing trade press about news regarding digital analytics, marketing technology or advertising technology it’s likely impossible to keep up. Even more so because digital analytics and marketing technology are two of the fastest growing industries in marketing today. You probably would love to learn more about how these data and tools could be used to help further your business objectives, but there is simply no time.

That’s why our team of experts is releasing weekly recaps to keep you up to speed. Here’s what we’re watching this week.

  1. Acxiom Transitions to LiveRamp Without Missing a Step: Early in July, Acxiom announced it would be selling Acxiom Marketing Services (AMS) which ended the years long combination of Acxiom and LiveRamp. This week LiveRamp made clear how they would move forward as a standalone company. In addition to a new stock ticker (RAMP), LiveRamp announced they would be focusing on platform upgrades including investments in addressable TV.
  2. US News Sites Taking Conservative Stance on GDPR: Beyond Ad-Tech platforms themselves, news sites have probably been the most impacted US companies by the EU’s General Data Protection Regulation (GDPR). News sites typically gather a lot of data on their users and expose it to many advertisers to allow for the most tailored ad experience possible. However, under GDPR this doesn’t fly without explicit consent from the user. In order to avoid legal ramifications, over 1,000 US news sites have denied access to EU users altogether. And while there has been plenty of friction in complying with GDPR, these news sites have still made clear it’s their intention to become compliant and open their content back up to EU users in the future.
  3. CDP AgilOne Starts to Deliver on the Promise Online/Offline Connection: At W2O, we’re believers in the power of Customer Data Platforms (CDPs) as a mechanism for unifying data to deliver the best possible customer experience. That’s why we’re watching the attached announcement from AgilOne and Criteo so closely. With Criteo, advertisers can remarket users who do not complete a purchase online. Until now, those ads did not turn off when a user then completed their purchase in a physical store. With AgilOne, those offline transactions can now be tracked, and the retargeting ads can be turned off. This is a win both in terms of saving ad dollars as well as improving the customer experience. As CDPs mature, we expect many more beneficial partnerships like this one to materialize.
  4. Arm Purchases Treasure Data in Continued Industry CDP Acquisition Pattern: Continuing the topic of CDPs, there was a large acquisition of CDP Treasure Data. Arm, a leading IoT chip maker decided to purchase Treasure Data to complete their stack. This news may seem significant to only a small number of players, however, the fact that Arm saw a CDP so value they decided to acquire a company instead of license the technology speaks to how key they see the platform. We don’t disagree – whether it’s a CDP or some other data platform, our technology recommendations at W2O always start from the data level and build up.

Those are the four pieces of news we are watching closely this week. Watch this space weekly as we’ll continue to keep you updated on digital analytics and marketing technology trends.


If you’re interested in learning about W2O, check out our About page!

Curious about how we use data? Check out our Analytics page!

Read More
Tags:
As a digital marketer responsible for planning, executing and optimizing campaigns you have a finite amount of “free” time. You are constantly trying to ensure that the objectives of your campaign are met, and you are delivering value to the business. Some days it probably feels like you have very little time to breathe, let …

As a digital marketer responsible for planning, executing and optimizing campaigns you have a finite amount of “free” time. You are constantly trying to ensure that the objectives of your campaign are met, and you are delivering value to the business. Some days it probably feels like you have very little time to breathe, let alone think about the strategic direction of your organization.

So, when you see announcements or articles in the marketing trade press about news regarding digital analytics, marketing technology or advertising technology it’s likely impossible to keep up. Even more so because digital analytics and marketing technology are two of the fastest growing industries in marketing today. You probably would love to learn more about how these data and tools could be used to help further your business objectives, but there is simply no time.

That’s why our team of experts is releasing weekly recaps to keep you up to speed. Here’s what we’re watching this week.

  1. Flashtalking and Neustar Partner on Attribution: True Multi-Touch Attribution (MTA) is a key priority for almost every digital marketer today. For a number of reasons, including technical, planning and platform challenges, building an attribution model is hard to do. Add to that, the impending removal of Google IDs and measurement across digital channels becomes very difficult. At W2O, we’re constantly tweaking our MTA model to meet the needs of clients and stay in front of industry changes. To make MTA a little bit easier, Flashtalking and Neustar are partnering to track digital media and resolve identities across channels. Flashtalking and Neustar are heavyweights in the areas of tracking media and identity resolution respectively. So, this partnership has the potential to give marketers a much clearer view of their campaign performance.
  2. Marketo Integrates Intent Data from Bombora. Bombora has been leveraging partnerships for years to get the most precise intent data to find which consumers are close to the purchase point. These audiences can be extremely valuable to activate on and Marketo is taking steps to make that easier. By bringing intent data from Bombora into the Marketo platform, marketers will have more options for precise targeting.
  3. Facebook Refines Video Ad Metrics: Facebook video ad metrics have always been a little bit difficult to decipher. However, Facebook recently listened to advertisers to refine some of the metrics. Now, repeated video plays and videos that do not play at all will not be counted in the metrics, as well as a host of other changes. It’s also notable that Facebook announced Moat as a new third-party provider of video ad metrics. Moat will be free to define their own metrics from Facebook data which will likely provide marketers with a different point of view regarding campaign effectiveness.
  4. ComScore Takes on TV Measurement: At W2O we’re very excited about the state of the TV industry right now. There are many players, new and old, that are shaking things up in an effort to grab viewers valuable attention. However, this dynamic has created a fractured landscape between different TV channels (linear, desktop, mobile and OTT). That’s why ComScore has teamed up with several TV networks to track video across platforms. This type of cross-channel insight is exactly what TV is lacking right now so we’re encouraged by this step.

Those are the four pieces of news we are watching closely this week. Watch this space weekly as we’ll continue to keep you updated on digital analytics and marketing technology trends.


If you’re interested in learning about W2O, check out our About page!

Curious about how we use data? Check out our Analytics page!

Read More
Tags:
As a digital marketer responsible for planning, executing and optimizing campaigns you have a finite amount of “free” time. You are constantly trying to ensure that the objectives of your campaign are met, and you are delivering value to the business. Some days it probably feels like you have very little time to breathe, let …

As a digital marketer responsible for planning, executing and optimizing campaigns you have a finite amount of “free” time. You are constantly trying to ensure that the objectives of your campaign are met, and you are delivering value to the business. Some days it probably feels like you have very little time to breathe, let alone think about the strategic direction of your organization.

So, when you see announcements or articles in the marketing trade press about news regarding digital analytics, marketing technology or advertising technology it’s likely impossible to keep up. Even more so because digital analytics and marketing technology are two of the fastest growing industries in marketing today. You probably would love to learn more about how these data and tools could be used to help further your business objectives, but there is simply no time.

That’s why our team of experts is releasing weekly recaps to keep you up to speed. Last week we released our inaugural weekly recap of the most important news happening in digital analytics and marketing technology. Here’s what we’re watching this week.

  1. IAB Tech Lab Pilots Blockchain to Clean Up AdTech: Two things that are complicated and often misunderstood – AdTech and Blockchain – are coming together to make for a more transparent ecosystem. It’s not as crazy as it sounds; the partners of IAB’s Blockchain Working Group have started to pilot the technology to bring transparency to AdTech and fight fraud. Blockchain uses a distributed ledger that is available for all parties (in this case, AdTech vendors) to view every transaction in the buying process. This is similar to the news from last week when we discussed the formation of IBM and Mediaocean’s partnership. There is a strong desire from advertisers to achieve a greater level of transparency on where the investment is going, and so we expect to see more announcements like this in the future.
  2. Salesforce Acquires Datorama: If you aren’t familiar with Datorama it is one of the industry leaders in providing the technical infrastructure for companies to both gather and integrate data, as well as develop insights that fuel marketing campaigns. Given Salesforce’s continued investment in marketing platforms that provide clients all sorts of capabilities and data, it isn’t surprising to us that they would acquire a platform that can integrate large amounts of data relatively seamlessly. The critical determination as to whether the combined entities will be successful is whether or not more brands decide to go the route of connected dashboards versus the development of an internal data warehouse. Only time will tell.
  3. Marketo and Clari Team Up to Unify Marketing and Sales: There can be enough push and pull between marketing and sales departments without technology getting in the way. Enter Marketo and Clari’s new partnership. The two technology companies are teaming up to help sales reps see how potential customers are interacting with marketing content. Not only is this good for sales reps, it should reduce friction for customers as they move from the lead gen pipeline to sales.
  4. Google Partners with Innovid to Help with YouTube Measurement: Continuing last week’s news of Google’s Measurement Partner Program, Innovid has announced they will be offering viewability metrics reporting for YouTube Ads and Google Video Partners. This type of cross-device transparency has been a blind spot for marketers in the past. It’s encouraging that Google is looking to build strong partnership to increase the availability of measurement data, especially after recent moves to limit data in reporting in response to privacy regulations.

Those are the four pieces of news we are watching closely this week. Watch this space weekly as we’ll continue to keep you updated on digital analytics and marketing technology trends.


 If you’re interested in learning about W2O, check out our About page!

Curious about how we use data? Check out our Analytics page!

Read More
Tags:
KOLs are important education resources for pharma, especially when launching a drug or as new clinical data emerges.  Traditional methods of identifying Influencers rely on valuable but incomplete insights.  The advent of social media analytics provides a robust approach to better understand the additional ways that KOLs are interacting within HCP communities, connecting with peers, …

KOLs are important education resources for pharma, especially when launching a drug or as new clinical data emerges.  Traditional methods of identifying Influencers rely on valuable but incomplete insights.  The advent of social media analytics provides a robust approach to better understand the additional ways that KOLs are interacting within HCP communities, connecting with peers, patients, communities and organizations.  This paper provides an overview on why this is important and how we do it.

Click the image below to download whitepaper.


If you’re interested in learning about W2O, check out our About page!

Curious about how we use data? Check out our Analytics page!

Read More
Tags:
As a digital marketer responsible for planning, executing and optimizing campaigns you have a finite amount of “free” time. You are constantly trying to ensure that the objectives of your campaign are met, and you are delivering value to the business. Some days it probably feels like you have very little time to breathe, let …

As a digital marketer responsible for planning, executing and optimizing campaigns you have a finite amount of “free” time. You are constantly trying to ensure that the objectives of your campaign are met, and you are delivering value to the business. Some days it probably feels like you have very little time to breathe, let alone think about the strategic direction of your organization.

So, when you see announcements or articles in the marketing trade press about news regarding digital analytics, marketing technology or advertising technology it’s likely impossible to keep up. Even more so because digital analytics and marketing technology are two of the fastest growing industries in marketing today. You probably would love to learn more about how these data and tools could be used to help further your business objectives, but there is simply no time.

That is where we come in. Our team of digital analysts and marketing technology experts constantly have their eye on what’s new and how it could be applied to your business. Starting today, we will be publishing a weekly roundup of digital analytics and marketing technology news on the W2O Group blog. We’ll also be capturing our take on what it could mean for your business. We know this landscape can be dizzying so we are here to help you make sense of it.

Here are the four things we are watching this week:

  1. Google unveils a measurement partners program. During its product conference, Google announced that it is creating a measurement partners program that consists of 23 companies. The 23 companies include ComScore, Nielsen, Oracle Data Cloud, DoubleVerify, IAS, Millward Brown and Neustar. The intention of the program is to deliver transparency and clear measurement standards to advertisers. Given that this announcement has just come in the last two days it’s unclear what impact this will have on advertisers. However, the program includes a veritable who’s who of marketing technology and measurement vendors, and the mission of the organization is something that all advertisers struggle with today. If the program does deliver clearer measurement standards and more transparency, this will be a win/win for all advertisers.
  2. IBM and Mediaocean announce new blockchain consortium. During last month’s Cannes Lions Festival of Creativity, IBM – through its iX digital agency – and advertising software provider Mediaocean announced a consortium intended to bring greater transparency to advertising. The idea is that every step of an ad campaign, including purchase order and media execution, is recorded to blockchain, offering a transactional breadcrumb trail that is immediately distributed to all participants with access to a node. The consortium already has several partners, including Unilever, Pfizer, Kimberly-Clark, Kellogg and IBM Watson. This consortium isn’t new in the sense that there are a number of organizations who intend to bring transparency to advertising, but this is one of the first we’ve seen utilizing blockchain technology. An important development to bring transparency to an industry that desperately needs it.
  3. MediaMath secures $225m in new financing. This week, ad-tech company MediaMath announced a new round of funding to further expand its platform. The funding is reportedly going to be used to accelerate development of technology in areas like identity, artificial intelligence, connected-television and digital out-of-home advertising. MediaMath’s position in the demand-side platform (DSP) industry is very well established, but the introduction of new funding allows the company to invest in things like artificial intelligence to make the buying decisions that advertisers make even smarter.
  4. Google announces several new ad tools using artificial intelligence. In the spirit of driving greater automation, effectiveness and efficiency, Google announced a new series of tools powered by AI. The first announcement was responsive search ads. Simply put, advertisers can provide up to 15 headlines and four description lines, and Google will utilize AI to deliver the best combinations for any potential search query. The second announcement is called maximize lift, which is intended to help advertisers reach people who are most likely to consider your brand after seeing a video ad. Powered by machine learning, this smart bidding strategy automatically adjusts bids at auction time to maximize the impact your video ads are having on brand perception.

Those are the four pieces of news we are watching closely this week. Watch this space weekly as we’ll continue to keep you updated on digital analytics and marketing technology trends.


 If you’re interested in learning about W2O, check out our About page!

Curious about how we use data? Check out our Analytics page!

Want to learn more about digital marketing data? Check out my latest book!

Read More
Tags:

I’m old enough to remember when support groups for various health issues were a local affair, advertised in agate type in the newspaper and drawing a handful of individuals to church basements and elementary school cafeterias.

When the Internet emerged, one of the first hyped health applications of the World Wide Web was the idea that patient support could be moved online, and peer-led education and aid – freed from geographic and temporal constraints — would flourish.

The premise behind that promise turned out to be, at best, overstated. Especially in the early days, those communities were not particularly easy to find, particularly social or particularly stable. Disconnecting the phone, plugging in the modem, and waiting for the static-and-beep of dial-up internet wasn’t a guaranteed ticket to a Shangri-La of personal connections.

But there was, from the earliest days, a notable exception: the diabetes community, particularly the community of people with type 1 diabetes, managed to create safe spaces on the web early on, and those early social efforts have tended to stick around. Many of those who established beachheads in the early days of blogging are still out there, forming the core of a group known as the Diabetes Online Community.

But the D.O.C., arguably the most successful constellation of voices in any therapeutic area, didn’t arise fully formed. It had seemed that way to me, but we at W2O Group knew that there had to be a deeper story.

We decided that we needed an in-depth look at the backstory, a Social Diabetes Project, and reached out to Kerri Sparling. Sparling has written the blog Six Until me for well over a decade, giving her a unique vantage point to craft an oral history of the D.O.C.

Download Report Now

But what Kerri delivered, and what makes up the core of the first-ever Social Diabetes project, is an oral history that goes back well beyond the birth of the blog. In their own voices, Kerri has excavated the foundations of one of the web’s great collectives, and we’re excited to present it here.

The D.O.C. evolution isn’t over; year-over-year, conversation online about diabetes are only increasing, pulling in an ever-wider group of topics that has expanded from a narrow, blog-based focus on diabetes management to one where issues of diversity, advocacy, and technical know-how are a part of the conversation on every platform.

Reading Kerri’s work, we came away convinced that understanding the D.O.C. history helps shine light not only on the diabetes community, but that it illuminates the broader processes and motivations under which individuals have – and will – come online.

The report, in PDF form, can be downloaded here. We’re grateful to not only Kerri, but the countless individuals who shared their stories with her to make this oral history possible.


If you’re interested in learning about W2O, check out our About and Healthcare pages.

As marketers, we are constantly being asked to do more with less — whether it comes to paid media campaigns, email marketing or creating world-class websites — so how do we maximize our return on investment?

Adam Cossman, Chief Digital Officer of W2O, Chuck Hemann, Managing Director of Analytics at W2O, and Jessica Williams, Senior Director of Global Brand and Digital Products Marketing at Visa, share proven strategies and illustrative case studies focused on employing data-driven approaches to maximize return to your marketing investment. Check out the webinar below!


If you’re interested in knowing more about W2O, check out our About page or learn how analytics powers everything we do.

Our brains are the most powerful “computers” on earth.  We store memories from childhood onward that stick with us for the rest of our lives.  We create habits that shape how we think for decade after decade.  We’re exposed to thousands upon thousands of images, articles and ads every day that refine how we think.   Our brains are always on and they are capturing far more information than we realize.

We create our subconscious mind for our entire lifetime.  It drives our intuition.  It helps us form our immediate first impression.  It causes us to flinch or laugh immediately.  Our subconscious drives more of our decisions than we truly appreciate.  It is the best partner of our conscious mind.

Of course, we don’t often appreciate this as intensely as we should in the marketing world.

We often ask questions of our potential customers, which means that short-term memory kicks in and we can only remember an average of 3-7 items per topic.  So, our life’s knowledge reservoir remains largely untapped.

We monitor conversations of our customers to judge how they view our brands, yet 90% of us don’t engage in writing content or speaking online on a regular basis.  We are really analyzing the 1% and the 9% who do shape the market, but don’t represent the total market.

Too often, we focus on the conscious mind and forget the subconscious aspects of reaching our customers effectively.

The cynic might say “yeah, but if we really know exactly what everyone is saying, we basically know all we need to”.   My simple response is the following: “Would you mind sharing all of your political, religious, familial and other personal updates on all social channels every day?  If you have any health questions or issues, could you share those with us also?”  All of us know we don’t do that.  We ask our “friends” at Google or Bing to help us out in private.

In the future, we’ll think of search as not a tool to just reach people who ask questions, but as a body of evidence that shows exactly what the subconscious mind is of a customer or a market segment or even an industry.

It sounds daunting, but it isn’t that bad at all due to the simple fact that human beings always follow predictable patterns.  When it comes to queries, you can usually focus on about 100-150 queries made for any topic, look at as many screens as you like (let’s say 10) per query and then analyze this body of content to come up with a gold mine of insights.

We can see which outlets matter and why.  We can see which people and organizations drive the SEO experience.  We can see which topics are trending well before they make a difference in the mainstream.  And more.

We are basically peering into the subconscious mind of our customer.  If we look close enough, we can find new answers and see what’s next a tiny bit earlier than our peers.

The result is that “search” is really about to become (Re)Search and it will lead to a series of new models that improve media relations, issues management, media planning, trend analysis, competitive intelligence and, of course, search itself.

My colleague, Alan Garcia, is pioneering a new suite of models that can address many of the core customer experience issues raised for years by luminaries such as Pete Blackshaw, start to build new media efficiency models that will make it far more clear where waste exists for advertisers and it will make it easier for all of us to create solutions that represent the whole brains of customers.

It also means we need to stop thinking of search in the way we’ve been taught and start thinking of search as a gold mine of customer experience and a way to increase our knowledge base.

In Prince’s case, he changed his name to disassociate himself from his record label.  In this case, we just need to stop pigeon-holing search as “one tool in the toolbox” and realize it is a Permian Basin of insights ready to tap into.

Will be fun.  More in posts ahead.

PS/Happy Father’s Day to all of the fathers out there.  Make sure you thank the Mothers and Grandparents who make it possible to be a decent Father.

Say “hi.”

Contact Us