Lecture week 5: Measurement of Data can create ‘The New Oil’, based on 2 books:

  1. Arent van t Spijker’s book ‘The New Oil, Using Innovative Business Models to turn Data into Profit’ (2014);
  2. 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