Speaker: Dave Linabury, David Murray, Eric Demont, Sarah Worsham, Moderator

Topic: Data Behind Social Media

Location: MRM Worldwide, Birmingham

Sponsor: MRM Worldwide

Overview:

- How to put data into digestible information for upper management? Speak to upper management’s language (margins, loss, usability). Avoid social media terminology.
- The flaws of reports. Make simple, in alignment with business objectives.
- Don’t just base on benchmarks but base on financial plans and business objectives.
- Ideation, conversation, hypothesis à actions.
- Delivery of stories, not Excel or PowerPoint.
- Put contexts into reports. Ex: bounce rate # is not enough, but the reason and recommendation are key to better reporting & insights.
- Use lifetime value of customer to measure.
- Gain/share agreement: scale of benchmark.
- Digital footprint should differ business to business (those who are in market).
- Facebook fans =/= customers.