A brand is free to assess all social network platforms and to evaluate the lucrativeness of each however facebook is too strong in terms of % of users registered on it. The brands can feel burdened to stay on it whether facebook presence is profitable or not because of the reputation in front of users. Nevertheless, the presence on facebook can indirectly affect the revenue of Mavericks as loyalty may increase if fans remain in touch with the club on social network and can show their loyalty by buying the merchandise of the club (like t-shirts, etc.) from other sources unrelated to the page.
Pierre, I second your thought about Dallas should be more materializing its facebook page to generate revenue and increase fan loyalty.
Not having a facebook page will only become a disadvantage for a brand as most fans will sooner or later search for it on facebook and finding their brand not having facebook presence will make them think that their brand is not upto the social media benchmark like other brands.
Awesome commentary on Facebook - mercenary is a description I have not heard about for Facebook, but you raise an interesting comparison that can be at the core of social media communities. With platforms such as Wordpress and Tumblr, customer can build a blog or a community. Facebook's functionality is centered on communication among groups and interest already known to the user. That has clearly been successful - I know I have communicated with people more easily within Facebook.
But that same reach is also at the heart of questions raised by Cuban, GM, and others - if I am attracting fans who are already devoted to the brand, how much is it worth to market to them? What is the fair value? That's the question Facebook must answer. not saying that they haven't, but it's a message that they must keep conveying without commercials or specific marketing away from the laptop (or smartphone, these days).
Thanks for your comments. Very true that going to myspace or another platform needs to be studied. Is it the right audience? Or is there a need to build one's own community to provide unique content in a distinct way? Those are critical questions that need to be answered before starting a major shift.
I think in Facebook's instance, there's a particular question of value being asked by Mark Cuban and the Dallas Mavericks - what value am I receiving from paid for advertising to reach fans that I should already be able to reach? I think advertising has been so distorted in its use online that many businesses become frustrated and move on to something else without analysis.
Not being a member of Facebook, and not wishing to visit Facebook sites (because I understand Facebook tries to track even non-members), I can't comment so well on the issue of the specific Mavericks "ad" Cuban wanted to display. Facebook does seem to me far more mercenary and authoritarian than other more or less "social media" sites such as blog platforms (WordPress, Blogger) which would enable you to promote your own products or services without a fee.
In general, I'm somewhat baffled about what kind of specific value Facebook offers users that differs from, say, a regular website or blog. And is that supposed value worth all the stress of Facebook's exploitation and heavy-handed rulemaking?
Anyways ... I particularly liked Pierre's broader definition of Analytics to go beyond mere number-crunching and metrics to include aspects of human interaction such as how to "understand or question the journey that customers are taking...."
If the social network wanted to charge him $3,000 to reach 1 million people, that is its business strategy to make money and be viable. I don't think moving to Myspace as primary site will do any good to him.
for the Business and IT Communities Executive forums with additional hands-on learning opportunities offered around the world
Each ideal for practitioners, Business leaders & senior executives
2014 VA Interactive Roadshow -- DetroitThe 2014 VA Interactive Roadshow will feature SAS® Data Management and SAS® Visual Analytics experts covering topics like prepping data for VA and VA integration with SAS® Office Analytics. This year's events will keep presentations at a minimum and focus on giving attendees hands-on exposure to the latest version of VA.
2014 VA Interactive Roadshow -- ChicagoThe 2014 VA Interactive Roadshow will feature SAS® Data Management and SAS® Visual Analytics experts covering topics like prepping data for VA and VA integration with SAS® Office Analytics. This year's events will keep presentations at a minimum and focus on giving attendees hands-on exposure to the latest version of VA.
2014 VA Interactive Roadshow -- Cary, NCThe 2014 VA Interactive Roadshow will feature SAS® Data Management and SAS® Visual Analytics experts covering topics like prepping data for VA and VA integration with SAS® Office Analytics. This year's events will keep presentations at a minimum and focus on giving attendees hands-on exposure to the latest version of VA.
2014 VA Interactive Roadshow -- BostonThe 2014 VA Interactive Roadshow will feature SAS® Data Management and SAS® Visual Analytics experts covering topics like prepping data for VA and VA integration with SAS® Office Analytics. This year's events will keep presentations at a minimum and focus on giving attendees hands-on exposure to the latest version of VA.
2014 VA Interactive Roadshow -- AtlantaThe 2014 VA Interactive Roadshow will feature SAS® Data Management and SAS® Visual Analytics experts covering topics like prepping data for VA and VA integration with SAS® Office Analytics. This year's events will keep presentations at a minimum and focus on giving attendees hands-on exposure to the latest version of VA.
LEADERS FROM THE BUSINESS AND IT COMMUNITIES DUEL OVER CRITICAL TECHNOLOGY ISSUES
The Current Discussion
Visual Analytics: Who Carries the Onus? The Issue: Data visualization is an up-and-coming technology for businesses that want to deliver analytical results in a visual way, enabling analysts the ability to spot patterns more easily and business users to absorb the insight at a glance and better understand what questions to ask of the data. But does it make more sense to train everybody to handle the visualization mandate or bring on visualization expertise? Our experts are divided on the question. The Speakers: Hyoun Park, Principal Analyst, Nucleus Research; Jonathan Schwabish, US Economist & Data Visualizer
The hospitality industry gathers massive amounts of customer data, and mining that data effectively can yield tremendous results in terms of improved CRM, better-targeted marketing spend, and more efficient back-end processes. Roger Ares, vice president of analytics at Hyatt Corp., discusses the ways he and his staff use big data.
Charged with keeping track of travel assets, including employees, iJET International relies on data management best-practices and advanced analytics to keep its clients in the know on current and potential world events affecting travel, Rich Murnane, Director of Enterprise Data Operations & Data Architect, told All Analytics in an interview from the 2014 SAS Global Forum Executive Conference.
Jason Dorsey, chief strategy officer for the Center for Generational Kinetics and keynote speaker at last month's SAS Global Forum 2014, describes how Gen Y professionals are enhancing the makeup of multigenerational analytics organizations.
From analytics talent development to the power of visual analytics, All Analytics found a variety of common themes circulating throughout the exhibition floor and session discussions at the 2014 SAS Global Forum and SAS Global Forum Executive Conference events held last month in Washington, DC.
Talking with All Analytics live from the 2014 SAS Global Forum Executive Conference, Eric Helmer, senior manager of campaign design and execution for T-Mobile, discussed the importance of customer data -- starting internally -- in devising the mobile operator's marketing plans.
The big-data analytics market can be a confusing place. Among the vendors vying for your dollars are traditional database management providers, Hadoop startup services, and IT giants. In this video, All Analytics editors Beth Schultz and Michael Steinhart sit down in a Google+ Hangout on Air with Doug Henschen, executive editor of InformationWeek. Henschen discusses use cases for big-data analytics, purchase considerations, and his recent roundup of the top 16 big-data analytics platforms.
At the National Retail Federation BIG Show last month, All Analytics executive editor Michael Steinhart noted a host of solutions for tracking and analyzing customer activity in retail stores. From Bluetooth beacons to RFID tags to NFC connections to video analytics, retailers must find the right combination of tools to help optimize the shopper experience, streamline operations, and boost revenues.
The days when historical shipment trends and gut feelings were enough to forecast retail demand accurately are long over. SAS chief industry consultant Charles Chase outlines the benefits of pulling real-time sales information from point-of-sale and product scanner systems, then flowing that data into dynamic forecasting tools from SAS.
With today's advanced visual analytics tools, you can stream data into memory for real-time processing, provide users the ability to explore and manipulate the data, and bring your data to life for the business.
Dynamic data visualizations let analysts and business users interact with the data, changing variables or drilling down into data points, and see results in a flash. Advance your use of data visualization with tools that support features like auto-charting, explanatory pop-ups, and mobile sharing.
No doubt your enterprise is amassing loads of data for fact-based decision-making. Hand in hand with all that data comes big computational requirements. Can traditional IT infrastructure handle the increasing number and complexity of your analytical work? Probably not, which is why you need a backend rethink. Big data calls for a high-performance analytics infrastructure, as Fern Halper, a partner at the IT consulting and research firm, Hurwitz & Associates, discusses here.
Redbox's bright-red DVD kiosks are all but ubiquitous these days, located in more than 28,000 spots across the country. Jayson Tipp, Redbox VP of Analytics and CRM, provides an insider's look at how the company has accomplished its phenomenal nine-year growth.
InterContinental Hotels Group (IHG), a seven-brand global hotelier, has woven analytics into the fabric of its operations. David Schmitt, director of performance strategy and planning, shares IHG's analytics story and his lessons learned.