Emerging Analytics: Social, Mobile and

Video

Prof. Manjunath C

Mission Vision Core Values

Christ University is a nurturing ground for an Excellence and Service Faith in God | Moral Uprightness
individual’s holistic development to make effective Love of Fellow Beings | Social
contribution to the society in a dynamic environment Responsibility | Pursuit of Excellence
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Agenda

• Measuring the New Social Web: The Data Challenge

• The Content Democracy Evolution
• The Twitter Revolution
• Analysing Offline Customer Experiences

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Outline
• In this modern era fundamental model of content creation, content distribution, and
content consumption is changing. In many ways, for web marketers and analysts, this
change is at the core of the measurement challenge.
• Tracking offline user behavior has also become very important.
• Web 2.0 is a shift from one-way monologues to two-way conversations.
• This conversation could be on any social networking website or E-commerce website.
• Social is the core integration of users and conversation.

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Measuring the New Social Web: The Data Challenge

• Fundamental nature of content creation, distribution and consumption is constantly
changing.
• Content creation: process of conducting research, generating strategic ideas, crafting
these ideas into high level collateral and then promoting those pieces to a target
audience.
Why content creation is important ?
 Highly important for marketing.
 Information dissipation.
 Good customer engagement.
 Customer satisfaction.

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Measuring the New Social Web: The Data Challenge

Some of modern ways of creating content –
• Blogs
• Cartoons
• Memes
• Tweets
• Whatsapp status
• Audio messages
• Web stories
• Facebook Stories
• Instagram reels
Content Consumption - content audience reads, views and/or listens to information and
data related to your business and marketing.

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Measuring the New Social Web: The Data Challenge

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Measuring the New Social Web: The Data Challenge

What has changed and how do we cope us with this change?

• The previous figure is something what we think that happens but it is not the reality.
We can get the metrics like Visits and visitors etc easily but are those enough.

• Is our website only place to track important metrics ?

• What about tracking offline usage ? Can we track that ?

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The Content Democracy Evolution

• Customer centric

• Making a webpage and digital content is enough ? Is customer involvement not

important?

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The Content Democracy Evolution

• The Answer is NO. Customer involvement is important

But Why ??
• The relevant evolution was the rise of user-generated content (UGC) in two unique
ways. First, websites opened up to users by allowing them to contribute comments,
reviews, and even articles.
• when the page became useful to your website visitors ?
• Second, the rise of easy-to-use, and often free, self-publishing platforms changed the
world of content. This phenomenon was most clearly illustrated with blogs, which
allowed anyone to start their own publishing platform in a few seconds. For free.

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The Content Democracy Evolution

• With the birth of blogs, the shift in content distribution was not far away. People
consumed blog content on websites—either through your website or on a website
where users had expanded your conversation—but this was still measurable for the
most part.
• Example -
• I subscribe to the BBC Sports Indian Cricket Team feed, and all the news comes to
me. I don’t go to it. Sites like Alltop (http://alltop.com), JimmyR
(http://www.jimmyr.com), or the Japanese site Qooqle (http://news.qooqle.jp) can push
content out to users in mash-ups

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The Content Democracy Evolution

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The Content Democracy Evolution

• There is an amazing democratic shift in who gets to publish content and how it gets
distributed and consumed.
• Although brand, money, and influence are still important, they no longer determine
access to distribution channels.
• Anyone can access the Web, and if they have something of value to say, they can reach
a relevant audience.
• Example :
• Inshorts App describes any news in 60 words.
• It also uses articles from other news website, if the user wants the app redirects to the
original article.

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The Content Democracy Evolution

• How complex the real picture looks like –

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The Content Democracy Evolution

• The JavaScript tag on your site measures only what was published on your site. And
even then it measures only a page URL.
• A lot of consumption happens off-site, that is, in feed readers, at aggregator sites, or at
places you syndicate your content (or where nice people scrape it without your
permission!).
• Your existing metrics don’t work in this modern world. Visits and Unique Visitors are
no longer enough.

• So…..What is the solution?

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The Content Democracy Evolution

• You need your traditional web analytics tool, in our example Webtrends, to cap ture
your website data. You need something like the now-extinct tool MeasureMap to
measure content contributed to your sites or blogs through comments or reviews. You
need to dip into Technorati to measure Citations (other people talking about you and
how much).
• If your content is syndicated or scraped off your site, how do you track it ? You could
use the Event Tracking model to capture that data using tools like Unica or Google
Analytics.
• The challenge here is not simply using multiple tools, but using tools that collect and
report new metrics each in its own way. Even if the same metric exists in two of these
tools, it probably won’t match.

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The Content Democracy Evolution

Content creation, content distribution, and content consumption are three
interrelated components of the content marketing and information
dissemination process in the digital age. Each plays a vital role in conveying
information, engaging audiences, and achieving various goals, whether they
are educational, promotional, or informational.
Content Creation: Content creation is the process of conceptualizing,
designing, and producing content in various formats, such as articles, blog
posts, videos, infographics, podcasts, and more.

Content creation aims to provide valuable information, entertain, educate, or

persuade a target audience. It can serve numerous purposes, including brand
promotion, lead generation, audience engagement, or simply sharing
knowledge.

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Content Creation

Key Elements: Effective content creation involves research, planning,

writing, designing, or recording content that is relevant, well-structured, and
engaging. Content creators often consider their target audience's interests,
needs, and preferences.
Tools and Platforms: Content creators use a variety of tools and platforms,
including content management systems (CMS), graphic design software, video
editing tools, and social media platforms to create and publish content.

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Content Distribution
Content distribution refers to the strategies and tactics used to disseminate
created content to a wider audience. It involves making the content accessible
through various channels.
Content distribution aims to increase the reach and visibility of content,
ensuring that it reaches the intended audience and, ideally, attracts new
viewers or readers.
Key Elements: Content distribution strategies can include social media
sharing, email marketing, search engine optimization (SEO), content
syndication, paid advertising, influencer partnerships, and more.
Channels: Distribution channels may include social media platforms, content-
sharing websites, email newsletters, press releases, and paid advertising
networks.
Example: Sharing a blog post on social media, sending an email newsletter to
subscribers, or using paid advertising to promote a video are all forms of
content distribution.
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Content Consumption
Content consumption refers to the process in which individuals or audiences
engage with and absorb the content that has been created and distributed.
Content consumption serves various purposes depending on the content's type
and intent. It could be for entertainment, education, research, decision-making,
or inspiration.
Measurement: Content consumption can be measured in various ways, such
as page views, video views, social media engagement (likes, shares,
comments), time spent on a webpage, or click-through rates on calls to action.
Audience Feedback: Content consumption often generates feedback, which
can be valuable for content creators. Audiences may leave comments, provide
ratings, or share their thoughts on social media.
Example: Watching a video, reading an article, or listening to a podcast are all
forms of content consumption.

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The Twitter Revolution

• What happened when twitter came into the picture ?

• Twitter empowers companies and individuals to create or publish content through

Twitter to engage audiences. This content gets distributed through websites, RSS feed
readers, aggregators, or desktop or mobile applications. Just imagine what this level of
distribution does to our ability to measure. We can use some of the tools, but it would
be difficult to measure.
• In a social web world, we don’t have a single tool that can help us measure success.
We have not even developed the new kinds of metrics that will define real
measurement.

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The Twitter Revolution

• Example –
• Consider someone who is a famous movie critic and has a lot of followers, if he
criticizes a movie with a tweet on the first day of movie release, his tweet has
information which can be consumed not only by his followers but also by it may be
consumed by many news outlets.
• We cannot track all the people who have read this information.
• Applications like tweetDeck has made tracking almost impossible.

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The Twitter Revolution

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Twitter Revolution

The term "Twitter Revolution" is often used to describe a series of social and
political movements that have been significantly influenced or organized
through the use of Twitter, a popular microblogging platform.

These movements gained momentum and visibility due to the rapid

dissemination of information and communication among users on the
platform.

The concept of a Twitter Revolution highlights the role of social media,

particularly Twitter, in facilitating and amplifying grassroots movements and
political activism. Some key points to understand about Twitter Revolutions
include:

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Some key points to understand about Twitter Revolutions
include:
Social Media as a Catalyst: Twitter and other social media platforms have
played a crucial role in mobilizing people for various social and political
causes. These platforms provide a space for individuals to express their
opinions, share information, and connect with like-minded individuals,
fostering a sense of community and collective action.
Rapid Information Sharing: Twitter's format, characterized by short, concise
messages (tweets), allows for the rapid dissemination of information. During
times of political unrest or crisis, users can quickly share news, images,
videos, and real-time updates, making it a powerful tool for spreading
awareness and coordinating actions.
Global Reach: Twitter's global reach allows activists and movements to
connect with a worldwide audience. Messages and hashtags related to a
specific cause can trend globally, attracting attention and support from
individuals and organizations across borders.
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Some key points to understand about Twitter Revolutions
include:

Hashtags: Hashtags play a significant role in Twitter Revolutions. Activists

and supporters often create and promote hashtags related to their cause. This
practice helps unify conversations around a particular issue and makes it
easier for users to find and engage with relevant content.
Organizing Protests: Twitter has been used to organize protests, rallies, and
demonstrations. Activists can coordinate meeting points, share logistical
information, and communicate with participants in real time, making it easier
to orchestrate large-scale events.

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Some key points to understand about Twitter Revolutions

include:
Amplifying Voices: Twitter provides a platform for marginalized or
underrepresented voices to be heard. Activists and advocates can share their
experiences and perspectives, challenging mainstream narratives and raising
awareness about social injustices.
Challenges and Controversies: While Twitter has been instrumental in many
social movements, it also presents challenges, such as the spread of
misinformation and the potential for online harassment and surveillance.
Additionally, the effectiveness of Twitter Revolutions in achieving lasting
change can vary widely.

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Analyzing Offline Customer Experiences (Applications)

• If most user interaction is offline, how do you track offline behavior?
• If the standard tag all pages with JavaScript model does not work, how do you collect
data?
• I’ll use the example of one of my absolute favorite Adobe AIR applications Time spent
in different sections (Front Page, Crossword, The Arts, and so on)
• Time spent reading individual stories (to get direct feedback on what users found
interesting)
• Time spent consuming content online and offline
• Differences in behavior of Times Reader subscribers and nonsubscribers

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Analyzing Offline Customer Experiences (Applications)

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Analyzing Offline Customer Experiences (Applications)

• To track offline behavior, the teams did something very clever.
• The Times Reader comes with a very lightweight database.
• When I am offline (typically on a plane) and reading my beloved New York Times,
data is collected, through events, and stored in the database.
• When the Reader detects that my Internet connection has been restored, it takes the
events in the database and “phones home” (that is, sends the data to the reporting
application). The logic built into the Reader sends the events only once a day to keep
things supremely efficient.

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References
• https://www.youtube.com/watch?v=Y5AYOvb8JiA
• https://www.youtube.com/watch?v=bpDxGrSqA-E
• https://www.youtube.com/watch?v=bnxIV6IDJ70
• https://www.youtube.com/watch?v=MaFF-uy3XqE

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Thank You

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