Big Data, Intelligent Data, and Programmatic Media have all become buzzwords in the marketing and advertising industry that few people truly understand, but know they are important. Many have called 2014 the year of Big Data, meaning that marketers are now numbers-rich, but they are still insight-poor. Despite the opportunities and efficiencies that Big Data promises to open up, marketers are still being held back from truly unlocking these and moving from big to intelligent data. The term "programmatic media (also known as programmatic marketing or programmatic advertising) encompasses an array of technologies that automate the buying, placement, and optimization of media inventory, in turn replacing human-based methods." Through these technologies marketers can buy ads based on data and engage with consumers more effectively.

1. Predictive Analytics
The future of Social Media
David Uribe - Global VP/Creative Director at Asylum Marketing LLC
Co-founder & CMO at smartBeemo LLC
Miami Ad School Professor
@david_digital

2. Digital made everything measurable…

3. Then it became a
constant transformation

4. Now, we just cannot agree
on what success is…

5. Because we’re focused on numbers,
forgetting than numbers are the
consequence… not the cause.

6. Do we want to know/see numbers
or identify behaviors?

7. How do you measure
qualitative behaviors then?

8. BIG DATA
“Extremely large data sets that may be
analyzed computationally to reveal
patterns, trends, and associations,
especially relating to human behavior and
interactions.”1
1: Source: Google

9. What is the right method
to find those patterns?
We’re not even looking for them.
Client/Boss happy = Happy agency.

10. Digital Mktg 2015:
Data rich - Insights poor

11. Introducing:
Predictive Analytics

12. Intelligent Data vs Big Data
Data - Patterns - Actions

13. How do we find
valuable patterns?

14. Key: Mathematical Attribution
Value to qualitative data (behavioral metrics) and enter the equation.
To find patterns: Mix quantitative (n) data with
qualitative (b) data by attributing a value to what you
can’t directly measure / timeframe (t)
P = n * b (f) / t

15. Existing metric vs Creating a new metric
Welcome to the metrics revolution

16. Example I
The social voice of a brand model
Content Pillar A Content Pillar B Content Pillar C Content Pillar D
30% 30% 30% 10%
Timeframe
=
7+%
Sustained
Engagement

17. Example II
Dynamic Fluctuating Weighing System (DFWS)
Topic A: Product 33%
Topic B: Gym 33%
Topic C: Lifestyle 33%

18. Example III
smartBeemo’s scoring metric
Likes = 1
Comments = 3
Shares = 7
Now predict B*#ch!!
Fav = 1
Rep = 3
RT = 7

19. Example IV
View-ability engagement metric
VEM = topic (x3) * ER * ATS / Tribe
ER = L + C
Avg time spent = #”
Tribe = Targeted audience

21. Predicting is better
than guessing

22. Science/Math rule the world
It’s time for scientific social media marketing

23. Predict influential content
Set the trend
$

24. Let’s not forget the essentials...

25. Content: SoMe Marketing has to be

26. Meet the Bee-mo Team
www.smartbeemo.com

27. Thank you!
david@smartbeemo.com
@david_digital