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A Brilliant Collection of Marketing Analytics & Data Science Insights

ConstellationsPhoto by Pixabay

“When a collection of brilliant minds, hearts and talents come together . . . expect a masterpiece.” – inspirational quote (Successories.com)

I’m fortunate for the opportunity to feature a collection of profiles about many brilliant industry experts in my May and June Brilliance@Work posts.

I’m also grateful to these individuals for sharing their insights on how to deploy marketing analytics and data science to drive our businesses and organizations forward.

This week, these experts and many others will be presenting at the Marketing Analytics & Data Science Conference (MADS) in San Francisco, California. Watch for my MADS conference posts on LinkedIn, Twitter, Google+ , Starry Blue Brilliance , and The Market Research Blog,

In the meantime, here’s a summary of all the Brilliance@Work MADS conference presenter profiles:

R&D Informatics Expert Laura Aguiar. Learn how Laura and her data science team support R&D informatics innovation at Roche.

Laura Aguiar

Laura Aguiar

Data Storytelling Expert Earl Taylor. Learn how Earl and MSI use quantitative and qualitative data to help their members stay on the forefront of marketing thought and practice.

Earl Taylor

Earl Taylor

Industrial Internet Expert Beena Ammanath. Learn how GE is leading the Industrial Internet.

Beena Ammanath

Beena Ammanath

Marketing Measurement Expert Eric Callahan. Learn how to implement successful measurement programs.

Eric Callahan

Eric Callahan

Mobile Analytics Expert Danfeng Li. Learn Alibaba’s strategy in the mobile marketplace.

Danfeng Li

Danfeng Li

Technology Researcher Wayne Huang. Learn how social media is transforming the way consumers interact with brands.

Wayne Huang

Wayne Huang

Data Detective Camille P. Schuster, Ph.D. Learn how the questions you ask while analyzing the data are critical for successful business outcomes.

Camille P. Schuster, Ph.D.

Camille P. Schuster, Ph.D.

Generational Marketing Expert Jane Buckingham. Learn about the importance of understanding generations for business success.

Jane Buckingham

Jane Buckingham

Marketing Metrics Expert Don Sexton. Learn about the importance of Customer Surplus Factor (CSF) for business success.

Don Sexton

Don Sexton

Business Storytelling Expert Nancy Kazdan. Learn why the real goal of communication is human connection.

Nancy Kazdan

Nancy Kazdan

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Brilliance@Work: Technology Researcher Wayne Huang

Photo: James Lee, Chester, NH, USA

Photo: James Lee, Chester, NH, USA

Welcome to Brilliance@Work, a series of profiles about stellar collaboration professionals and their best practices at work. Throughout May, we’ll feature Marketing Analytics & Data Science experts.

Wayne Huang is a Research Manager at Twitter. He’s also a presenter at the Marketing Analytics & Data Science Conference on June 8-10, 2016 in San Francisco, California.

Wayne Huang

Wayne Huang

As a preview to his presentation “Mo’ Problems, Mo’ Money: Customer Service Matters More than You Think,” Wayne shared insights on how social media is transforming the way consumers interact with brands.

Peggy L. Bieniek, ABC: How does Twitter help to shape the future of online social media?
Wayne Huang:  As someone with a background in both engineering and in social science, what I find most interesting about Twitter is how it has completely upended the way we communicate.

We’re used to jumping through hoops to talk to a human being at a company. It’s nearly impossible these days to find the phone number of the company you’re trying to reach. But, what strikes me most about Twitter is that brands actually proactively engage in conversations with customers, and not hide behind a maze of automated phone menus.

One of my most memorable Twitter experiences was when I once tweeted a question to Virgin Atlantic, and they responded to my tweet in less than three seconds. That was an incredible interaction that I’ll always remember. It’s a leveling of the playing field between big companies and consumers that wouldn’t have happened without social media.

PB: How does Twitter data help tell a marketing story?
WH: Twitter is an incredibly rich source of data. Every day, close to half a billion tweets are sent. Search for any topic, and I guarantee you’ll find someone tweeting about it.

For brands, Twitter is like the biggest permanent focus group in the world, free for you to search to find what your customers really think about you. For example, John Legere, the CEO of T-Mobile, famously spends a ton of time on Twitter searching for what his customers love and hate about T-Mobile. He also responds directly to tweets from users, who were so shocked that he tweeted them that they’re now clamoring to switch to T-Mobile.

PB: How can brands do better on Twitter?
WH: Companies should see Twitter as the public, human face of their brands. By human, I mean imagine that your brand is a human being, and imagine your social media conversations as real human conversations you’re having with other human beings.

For example, no one in real life actually wants to be friends with someone who just keeps blabbing on about how he or she is the greatest person in the world. Similarly, your Twitter profile shouldn’t be a one-way conversation where you just post links to corporate press releases or generic product shots.

Instead, engage with your customers. Post advice and tips. Answer their questions and respond to their tweets as quickly as possible. Retweet your users’ content, such as when they post a beautiful photo. Like your users’ content, and thank them when they give you feedback. That gives your users the feeling of a “win.”

It’s basic social reciprocity— just as we need to give and take in our daily relationships, so should brands on Twitter.

PB: What will people gain from attending your conference presentation?
WH: Businesses often struggle to understand what their customers are really thinking. In my presentation, I’ll talk about the pitfalls of relying on self-reported surveys when conducting customer research.

I’ll then showcase a novel experiment we ran on Twitter where we tested how a good (or bad) customer service experience from a brand affects the customer’s future decision-making process.

In that experiment, we found thousands of users who had a customer service interaction with an airline on Twitter and how we quantified— in dollar terms— how the customer changed their behavior after those positive interactions. For example, after a good experience, is that customer more willing to fly the airline again? Or will they just default for the cheapest carrier?

We’ll also discuss some interesting findings from recent psychology experiments that businesses should adopt if they want to impress their customers.

Want to hear more from Wayne? Join us at the Marketing Analytics & Data Science Conference. Learn, network and share best practices with the most influential leaders in data science and analytics. Stay connected at #MADSCONF.


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Build Customer Relationships That Matter Through Social Media

Flickr_-_paul_bica_-_reach

Photo by paul bica

Today on Customers 1st, I posted “Build Customer Relationships that Matter through Social Media” as a follow-up to last Friday’s post, “What Your Customers Say When You Don’t – or Won’t – Listen.”

I’m enjoying guest blogging for the Total Customer Experience Leaders Summit, April 9-11, in Miami, Florida. This year’s Summit focuses on “Return on Relationships: Factoring Empathy into the Stakeholder Equation.” To learn more about the event and register, go to http://www.iirusa.com/totalcustomer. Stay connected with TCEL:
  • twitter.com/TotalCustomer #TCEL14
  • linkedin.com/Total Customer Experience Leaders
  • facebook.com/TotalCustomer

How do you build customer relationships on Twitter?


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What Your Customers Say When You Don’t – or Won’t – Listen

Flickr_-_paul_bica_-_later_that_day___Photo by paul bica

As a guest blogger for this year’s Total Customer Experience Leaders Summit (TCEL), April 9-11 in Miami, Florida, I posted the article “What Your Customers Say When You Don’t – or Won’t – Listen” on the Customers 1st blog today.

This year’s Summit focuses on “Return on Relationships: Factoring Empathy into the Stakeholder Equation.” To learn more about the event and register, go to www.iirusa.com/totalcustomer.
Stay connected with TCEL:
  • twitter.com/TotalCustomer #TCEL14
  • linkedin.com/Total Customer Experience Leaders
  • facebook.com/TotalCustomer

What are your customers saying about your organization?