PreCommerce Thought Leader Series: Chuck Hemann of Intel on Becoming a Data Driven Organization
As I mentioned in our set up post for our PreCommerce thought leader series, we will be interviewing several of our speakers in advance of our events the week of March 9. Third up is Chuck Hemann, head of analytics at tech giant, Intel. For more information about our events during SXSW, go here.
Over the last 10 years, Chuck has provided strategic counsel to clients on a variety of topics including digital analytics, measurement, online reputation, social media, investor relations and crisis communications. Prior to joining Intel, he was Executive Director, Analytics at Golin where I was responsible for leading digital analytics across the agency. Before Golin he was Group Director, Analytics for W2O Group where he was responsible for leading teams in New York and London, in addition to key client relationships with P&G and Verizon.
Now onto the interview:
[Aaron Strout] How did you end up in the field of analytics?
[Chuck Hemann] Probably like a lot of people in the field of analytics I ended up in it sort of by accident. My undergraduate and graduate work is all in political science, and during graduate school I did do some of that work both in DC and at home (Cleveland Rocks!). If you love the study of human behavior, you would love to witness the political environment every day. What I realized, though, is that profession had a limited shelf life for me. Twenty hours a day for weeks on end didn’t sound like much of an existence. When I moved back home I sent my resumes to a bunch of communications firms thinking there were some natural parallels between the political world and communications. During that process Dix & Eaton brought me in for an interview and said they were looking for a research assistant for their media research team and, because I needed a job, I took the opportunity. Two years later is when the social media listening boom hit and the rest as they say is history…
[AS] I’ve heard you’ve written a book. Tell us about that? Anything you would go back and change if you could?
[CH] It is true. I have written a book. Ken Burbary and I set out on the journey to give marketers an analytics book that they would feel comfortable reading. To that point most of the analytics books on the market were written for people like us and while they were valuable, they weren’t terribly useful for the marketer who wont be diving into Google Analytis and doing deep web analytics anytime soon. It’s a great question on whether or not there is anything we would go back and change. If I had to answer I would say there is probably two things in particular: 1. We had to talk about tools but discussing digital analytics tools in this sort of environment is a crapshoot. Most of the tools we talked about are still around but in varying degrees of stability; 2. I wish we would’ve talked more about digital media measurement. We do have a few chapters on it, but I think we could write a whole book on that subject – how to develop the framework, how often to measure, what should you measure, how should those insights be applied, etc… (No, before you ask, we’re not contemplating a book on this. My authoring days are over).
[AS] Your talk at PreCommerce is going to focus on going global and some of the challenges associated. Can you share some pre-session thoughts?
[CH] One of the big challenges that my boss gave to me was help drive the idea of being a data driven organization. Intel (like a lot of brands) has more data than we could ever reasonably use, but what we needed to start doing is figuring out how we got insights into the hands of people executing media programs on our behalf. And oh, by the way, do it across digital media, paid social, organic social, SEM, SEO and Intel.com. That’s not a small job in and of itself, but it was made even bigger when she said, “everything we do needs to scale to our geographies.” Crap. How do we go about tackling that problem? During the session I’m going to talk a little bit about that problem, a little about how we’re thinking about it, a little about what we’ve already done and a little about the challenges we still face. I wish I could talk more about these things, but I only have 10 minutes.
[AS] What are your thoughts on the rising importance of Storytizing (using the art of storytelling via paid, earned and shared channels)?
[CH] I’m not sure I would use the word “rising” because I think Storytizing is already here to stay. If you cannot tell your brand’s story across paid, earned and shared channels then your digital story falls flat. Integration in particular isn’t a “nice to have” anymore. It’s mandatory.
[AS] If you attended SXSW last year, what was your biggest takeaway?
[CH] I did attend SXSW last year and I think the biggest takeaway for me is similar to what many said following the event which was it feels like it’s getting more intimate. Events like PreCommerce are sprouting up all over the place, and I for one am not planning to spend much time at any big parties. I’d rather the networking be more focused.
[AS] What is a trend that you expect (or hope) to see talked about most at SXSW this year and why?
[CH] I would love to see the trend above continue as it makes for a much better event experience. To be honest, I’ve not been keeping up with the buzz around SXSW leading up to it (I’ve been busy scaling globally) so it’s a little difficult to answer… My guess though is we’ll see as much if not more chatter around the proliferation of mobile and the (seeming) retreat on the rapid expansion of catch all social platforms. There are new social platforms popping up all of the time, but the ones that are popping up are very niche to fit a very particular use case.