Lecture week 5: Measurement of Data can create ‘The New Oil’, based on 2 books:
- Arent van t Spijker’s book ‘The New Oil, Using Innovative Business Models to turn Data into Profit’ (2014);
- Jim Sterne’s book ‘Social Media Metrics, how to measure and optimize your marketing investment’ (2010).
During this lecture we will focus on:
- Attention, Reaching your Audience
- Respect, Identifying Influence
- Emotion, Recognizing the (online) sentiment
- Response: How to trigger Action
- Messages: Hearing the conversation
- Results: Driving Business Outcomes
- Getting Buy-in: Convincing your collegues
- Getting Ahead, seeing the future