In Part II, John Lovett and Seth Duncan discuss the usage of sociological, psychological and consumer behavior theory to segment, classify and measure consumers’ buying stages relative to corporate media strategy.
Seth published an in-depth paper for the Institute for Public Relations entitled, “Using Web Analytics to Measure the Impact of Earned Online Media on Business Outcomes: A Methodological Approach” (download full pdf). John, a former Forrester Research analyst and now web analytics consultant, shares the social media framework he co-authored with Jeremiah Owyang from Altimeter (read more & download).
Watch Part I – Social Media Metrics Framework
John Lovett, Senior Partner at Web Analytics Demystified, is a leading expert on Web Analytics, Multivariate Testing, and Optimization technologies. Throughout his analyst career John has produced insightful research including Forrester’s Web Analytics Wave and the US Web Analytics Forecast. John is an industry insider who maintains a finger on the pulse of the industry.
Seth Duncan, Research and Development Director at Beyond Analytics specializes in statistical modeling and return-on-investment analyses for the marketing and PR campaigns for a broad group of Fortune 500 clients, ranging from consumer electronics companies to clients in financial services and healthcare industries.
Seth worked as a Statistician at the University of Pittsburgh Medical Center and University of California at San Francisco, conducting statistical analyses for Phase III clinical trials and acting as the lead statistician for numerous clinical trials. Seth has also taught statistics and research methodology at San Francisco State University. Seth received a B.A. in psychology from Reed College, an M.A. in psychological research at San Francisco State University, and completed graduate level coursework in advanced statistical analysis at Boston College and the Massachusetts Institute of Technology.