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Analyst Debrief – Redefining Digital and Social

Ranjani Raghupathi

Social media is a powerful marketing platform but old school “spray and pray” techniques developed in the mass media age need to be put aside in favor of more subtle, nuanced tactics that help to engage on a higher level with prospects. This is where data and analytics come in to play. Dealing with those exactly, we at Unmetric are in constant pursuit of information that challenges the status quo.

Here are two reports from leading analyst groups, McKinsey and Altimeter, which give us a look in to the future, and what brands and companies are moving towards in the digital and social world.

McKinsey says complete digitization requires a ‘3D’ process

It would be fair to say that the digital revolution has already taken place, now it’s time for companies to become more analytical and data driven about how they leverage it. McKinsey takes a look at how a consumers’ decision making process can be sped up, and the role digital plays in this. Prescribing a three pronged approach, the article asks marketers to Discover, Design and Deliver digitally.

Covering topics like data gathering and analytics, digital strategy and campaign building, it prescribes a comprehensive approach to digital marketing. Click here to read the entire report.

Altimeter knows social media is a two way street

We keep telling brands how it’s not enough to just broadcast promotional messages and that they should also get involved in conversations with their social communities. That’s why we emphasize metrics like Reply Rates and Average Response Time at Unmetric.

In their latest report, Andrew Jones and Charlene Li of Altimeter focus on effective ways and tools to build better relationships with customers using social media. Pivoting around social identity, the report is a deep dive in to the customer lifecycle and CRM, and leveraging them to benefit businesses. You’ll find the full report here.