Are you interested in business intelligence, wonder about the future of the analytics market or have a question on advanced analytics technologies?
Then join the Forrester analysts Rob Karel, Boris Evelson, Clay Richardson, Gene Leganza, Noel Yuhanna, Leslie Owens, Suresh Vittal, William Frascarelli, David Frankland, Joe Stanhope, Zach Hofer-Shall, Henry Peyret and myself for an interactive TweetJam on Twitter about the state of advanced analytics on Wednesday, December 15th, 2010 from 12:00 p.m. – 1:00 p.m. EDT (18:00 – 19:00 CET) using the Twitter hashtag #dmjam. We’ll share the results of our recent research on the analytics market space and discuss how it will change with new technologies entering the scene and maturing over time.
Business intelligence is the fastest growing software market today as companies are driving business results based on deeper insights and better planning, and advanced analytics is the spearhead of BI technologies that can untap new dimensions of business performance. But what exactly is ‘advanced’ analytics, what technologies are available and how to efficiently use them?
Much more detailed information can be found in the blog of Forrester analyst James Kobielus who will lead us through the discussion during the TweetJam. Above you see an overview graphic listing the different elements of advanced analytics today, taken from his blog.
Here are some of the questions we want to debate during our TweetJam discussion:
What exactly is and isn’t advanced analytics?
What are the chief business applications of advanced analytics?
Something amazing has happened to social media in the past couple of years: Overall adoption of social technologies has effectively reached saturation. We're now at the point where more than 80% of US online users engage with social media - and although there's been some hand-wringing over the fact social media adoption has plateaued at that level, let's keep things in perspective: 80% engage with social media! That's as many people as own a DVD player or use SMS.
This kind of scale gives marketers the potential to generate reach through social media. Sure, it's a new and unfamiliar kind of reach for many marketers - rather than just shouting uniform messages at millions of people, they must engage directly with their audiences and then hope those audiences turn around and talk to and influence millions more users. But as we've proven, this new model of reach can also provide the same kind of massive scale that the old reach models did: Just a tiny handful of Mass Connectors will create 256 billion influence impressions in the US this year.
On September 15th between 11am-12pm EDT Forrester held an interactive TweetJam on the future of cloud computing including Forrester analysts Jennifer Belissent, Mike Cansfield, Pascal Matzke, Stefan Ried, Peter O’Neill , myself and many other experts and interested participants. Using the hashtag #cloudjam (use this tag to search for the results in Twitter), we asked a variety of questions.
We had a great turnout, with more than 400 tweets (at last count) from over 40 unique Tweeter’s. A high level overview of the key words and topics that were mentioned during the TweetJam is visualized in the attached graphic using the ManyEyes data visualization tool.
Below you will find a short summary of some key takeaways and quotes from the TweetJam:
1. What really is cloud computing? Let’s get rid of 'cloud washing!'
Have questions about cloud computing and the top challenges and opportunities it presents to vendors and users? Then join us for an interactive Tweet Jam on Twitter about the future of cloud computing on Wednesday, September 15th, 2010 from 11:00 a.m. – 12:00 p.m. EDT (17:00 – 18:00 CEST) using the Twitter hashtag #cloudjam. Joining me (@hkisker) will be my analyst colleagues Mike Cansfield (@mikecansfield), Pascal Matzke (@pascalmatzke), Thomas Mendel (@drthomasmendel), and Stefan Ried (@stefanried). We’ll share the results of our recent research on the long term future of cloud computing and discuss how it will change the way tech vendors engage with customers.
Looking through the current industry hype around the cloud, Forrester believes cloud computing is a sustainable, long-term IT paradigm. Underpinned by both technology and economic disruptions, we think the cloud will fundamentally change the way technology providers engage with business customers and individual users. However, many customers are suffering from "cloud confusion" as vendors' marketing stretches cloud across a wide variety of capabilities.
To help, we recently developed a new taxonomy of the cloud computing markets (see graphic) to give vendors and customers clear definitions and labels for cloud capabilities. With this segmentation in hand, cloud vendors and users can better discuss the challenges and benefits of cloud computing today and in the future.
As more marketers take to Facebook and Twitter -- and as users' friend lists on these networks continues to grow -- it strikes me that it may be getting ever harder for marketers to actually get a message through to their target customers. After all, if the average Twitter user follows several hundred people, and all those people post on average a few tweets per day, and then the average Twitter user checks in only a couple times per day and reads maybe 40 or 50 tweets per check-in . . . they're missing a lot of messages, right? If you assume that logic is right (though obviously the data points are all just ballpark guesses right now), it got me wondering: If a marketer has 100,000 followers on Twitter, or 100,000 fans on Facebook, and they post something, what percentage of those followers or fans ever actually see that marketing message?
I've collected the data around this and am in the process of building a model to find the answer to my question -- and I'll be writing a report about that topic this month. In the meantime, though, I'd love to get your thoughts on the topic.
- Do you feel as if it's getting harder or easier for marketers to get a message to users through social media?
- Which social networks do you feel are the most cluttered, and which are the least cluttered?
I thought I would expand a little on my aside comment in last week's blog which was actually about HP. In the introduction to the blog I noted that we analysts seem to be abusing Twitter. I was so provocative that I named my colleagues “adolescent journalists” because they broadcast tweets ad verbatim as the HP speakers went through their presentations. I have noticed this has gotten progressively more (as far as I am concerned, worse and worse) over the last 12 months at various analyst retreats.
Many of these colleagues have responded to my blog and basically asked “What’s your problem with this?” Well, I certainly do not want to be seen as a “grumpy old man” (though I love those books) - ie. Someone who is not up to the times. While I am turning 54 years of age today, I think I do understand Twitter, and use it; and I think I can blog adequately as well. Then again, we analysts at Forrester have been well trained by our Marketing analyst colleagues who are at the forefront of all these developments. Our latest research on “Using Twitter for eBusiness” discusses how companies use Twitter but it doesn’t address the usage I am on about here. So, the issues I have with our just typing in every 140 characters of whatever the person on the stage is saying is as follows:
This week, Forrester released the 'new and improved' Social Technographics. Over two years ago we introduced Social Technographics, a way to analyze your market's social technology behavior. In these years we've seen that with the rapid pace of technology adoption, the rungs on the ladder have shown steady growth, with some (like Joiners) growing faster than others (like Creators). In these years we have helped clients understand the social media uptake of their customers with data for 13 countries, and for various segments and brands. But, in the past year we did feel we missed out on something: Twitter.
As you can see from the graphic, we added a new rung, "Conversationalists". Conversationalists reflects two changes. First, it includes people who update their social network status to converse (both in Facebook as twitter). And second, we include only people who update at least weekly, since anything less than this isn't much of a conversation.