DOs:Dig into it– the findings will most likely not sit at the top of the data file, waving at you. You will need to put time and effort to find them. That is why it is crucial that you unleash your inner curiosity and dig, dig, dig. You will need to ask a lot of questions and go to places you didn’t think you would go to (sometimes the data will take you there whether you want it or not). It’s easy to analyze social media when you know what you’re looking for. I’m sure that no one knows your clients as well as you do, so you’ll most likely be tempted to go into the pool of data and look for things that prove your theories and beliefs. However, that would be like meeting Newton and only asking him if he’s the guy who came up with the three laws on motion. You can confirm what you already know, but that’s just the first step. It is far more interesting to find out about the things you don’t know are there. So explore and try to learn more, rather than just settle and pat yourself on the back for being brilliant and coming up with a solid hypothesis that checks out.Focus on little gems – while monitoring big trends is great using social media analytics, the biggest advantage that you have access to the thoughts of actual people – people who care about you enough to talk about your company in their precious spare time. Take advantage of that. DON’Ts:Don’t try to analyze everything – if you try to analyze everything, you’ll actually look at nothing. You need to focus on things that will help you make actionable decisions that are relevant to your business. Define your needs and objectives right at the very beginning of your analytics journey. And of course, they might change. But it’s significantly easier to tweak things once you know what you’re doing, than to just wobble around with no clear direction. [pool vs. ocean analogy]Don’t focus only on the “big idea” – many marketers and people in the industry believe that all you need to succeed is a big idea that will go viral. However, you can be pretty sure that if your goal is to create a “viral campaign”, you’ll fail. Viral campaigns aren’t viral because they’re designed as such. They go viral because whoever created them was able to get insights about the customers, their needs, their thoughts, their preferences. There are dozens of “viral” ideas created every day – why do you think so few of them actually go viral?Don’t take your data out of context – you’ll be surprised how easy it is to manipulate data. And you’ll probably be tempted to do it at times. After all, you just remove a few mentions from the mix. And they weren’t even that relevant anyway, right? Don’t. All you do is lie to yourself and cut corners. You can be sure that it will come bite you in the butt eventually. Just try to imagine you organize a focus groups and tell people to leave if they say something you don’t like. Obviously, that wouldn’t be representative. Neither is manipulating data. Instead, try to figure out why the data is the way it is.
Brandwatch Masterclass: Data Deep Dive
Data Deep Dive
/ How to Find Insights in Your Dashboards
Agata Dec email@example.com | @agata_dec