Behavioral Analytics using Facebook and other musings – Web Journal

Taking in a lot of new information lately, and it’s the summer, and find it difficult to write while I’m still taking it in.  In this case, the information seems to focus around behavioral signals and triangulation using Facebook, and I’m still figuring out the uses of this information.  But here goes.

Infinigraph is a platform that has a case study which is my book of Complex Magazine, along with an interview with Chase McMichael, the founder of Infinigraph.   In a month you can read both.

InfiniGraph Trending Content with Social Intelligence from InfiniGraph Chase McMichael on Vimeo.

Using the Social Intelligence Platform which I have access to, I did a search on WebTrends yesterday (the popular Web Analytics platform – or at least, the one of the ones that has been around the longest, and which still hasn’t been acquired by another company, as Omniture and CoreMetrics have).    Looking at the video above first, and then using Social Intelligence on WebTrends (which I admit, isn’t that popular a brand – but look, I didn’t want to do this on super popular brands that were already in the system, but wanted to take a brand I actually use, at times, for analytics).

 

The focus of WebTrends on Facebook, App and Mobile Analytics is revealing and interesting – while Google and Search Engines in general have driven the first wave of internet commerce, it plays a lesser role in the next stage, but most people, and in fact, most Social Analytics platforms today, including the majority I wrote about it my book, are keyword based, and are largely missing, perhaps, a more important dimension of data, behavioral – what people actually do.    But Facebook and Mobile have that data- and guess what?   …. but I want to say it ….. ITS NOT KEYWORD BASEDit’s Behavioral.

That means everything you learnt about Search from Google ……you have to more or less, throw out the window here.  That’s not to say that Search doesn’t play a role in the future, but most to B2B activity and much of the  B2C activity is behavioral – and search can only take you so far.   And then your on your own.

So, I had to wait 24 hours for Infinigraph Social Intelligence to come back with the report allowing me to look at WebTrends (I think you can view the results here)- had I picked a brand like Clinique or Starbucks, I’d have the data right away, since those behavioral searches have already been done (by users of the system at some point, recently).

Since WebTrends isn’t a popular brand, there’s not as much activity around, I had to say it, Web Analytics, or Analytics in General … lets just say, people are more excited about Starbucks and Clinique than they ever are going to be about any Analytics … and if you want to reach a larger pool of people, go where the fish are…. and they aren’t at the WebTrends watering hole.  Smaller brands will be more successful with this behavioral approach if they can find affinities with larger brands, larger watering holes, because, as Chase likes to put it, that’s where Life is.

Still, lets look at what Infinigraph can show us about WebTrends:

This image, above, highlights the most shared content around the brand…WebTrends.   I know some of the people being discussed, such as TGWilson and Justin, and with Infinigraph, this content would be cycled back and run on the home page, or on the WebTrends Facebook page during low times (such as the weekends) which will increase visitation, visitor engagement (such as it is and is defined) and Fan numbers on Facebook – very worthy goals.    And this is just with the Brand’s own content – the stuff they take for granted … BECAUSE NO ONE ACTUALLY KNEW WHAT THE VISITORS TO WEBTRENDS WERE ACTUALLY INTERESTED IN OR SHARED.  They were busy at keywords, or got the limited view of Site Analytics, and looked a pages.

But what about Behavior…?  Would the actual behavior of visitors and fans be far more revealing about your audiences than any Keyword Report?  Yes … but few platforms have actually been able to track behavior behavior well….. it’s just a fact of life – tools drive the data – if you can’t see it, you can’t use it.   The data is Ultraviolet.

Usually you can use Infinigraph to find other content that has high affinity that your visitors and fans are also consuming and sharing …. unfortunately, there’s not enough activity around WebTrends to do that – there are several other brands however, where you can see this trending affinity data.

Check out,
Virgin American http://bit.ly/f6UETR ,
Petco http://bit.ly/mKqk0W,
Fashionista http://bit.ly/gLPDta
Pampers http://bit.ly/laVlK1

 

But there is a keyword (ops, yes, Chase McMichael defines these as keywords) group associated with WebTrends, and here it is.

Now, to go past this level, you need to do analytics work – delve deep into what drives people to Trendhunter.com, AllFacebook.com and so on – so the data you use, behaviorally speaking, to uncover what your visitors and fans are interested in… can lead to much deeper dives into the psychological and behavioral drivers for the audiences you have or wish to have.

Let’s take TrendHunter.com and look at what keywords drive visitation using Compete.com – now we are triangulating.

 

Sound like the audience for WebTrends has an affinity for some pretty funky and trendy content!  Certainly not the things that will be put on the WebTrends website … but if you think about it .. why does someone go to TrendHunter.com ?   Of course, they’re looking for new trends – new information… WebTrends to use know that … let it become a brand attribute.

We’ll stop here today – since I opened up Pandora’s Box ……. search is not the golden path everyone thinks it it is …. it’s more like the Cattle Driver … it can get the herds in .. but it doesn’t have the the information to what makes the herd happy, and it doesn’t contain their hopes and dreams, and for the most part, Search is not behavioral – it does not contain the information needed, for the most part, to drive social (unless you want to count Google’s own information about the Searcher – but that’s another Pandora’s Box right there).

Have a Happy Sunday … I will be… in NewPort R.I. looking at Boats.

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