TAILIEUCHUNG - Marketing & Media Ecosystem 2010

The current state of social media data collection is pretty much 'grab and go.' Most social listening platforms scrape every piece of social data they can find. Certainly this can be useful for monitoring real-time updates on breaking news and crises. But should all of the social universe be eligible for brand measurement? Privacy settings make it difficult to know how much of the total has been captured – or not. And while traditional research data undergoes a rigorous scrubbing process to eliminate trivial or unreliable data, there is no such quality standard in social media. Our tests show that across. | Marketin Medi Ecosystem 2010 ưM Booz I Allen I Hamilton CMO Roundtable Discussion The Leaders Characteristics of a Leader Only 18 are Leaders Marketing efforts increasingly in digital channels New media data widely leveraged Quantitative and analytical skills emphasized Predictive tools to capture insights and allocate the mix Experimental innovation fund in place Low organizational barriers and progressive culture More likely to be considered digitally savvy 100 - 90 - 80 - 70 - n 60 - I i 50 - 5 I 40 - o 30 - 20 - 10 0 18 Leaders 82 Non-Leaders Booz I Allen I Hamilton Common Themes Marketing as Conversation Insight into Foresight Media The New Creative Marketing Math The Network Effect Booz I Allen I .

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