Life As a Brandwatch Analyst

#NYKLondon
Life as a
Brandwatch Analyst
Maximising Data with Storytelling
Tips & Tricks to quickly discover insights
Adam Brons-Smith | Senior Data Analyst

#NYKLondon
Adam Brons-Smith | Senior Data Analyst at Brandwatch
1. Previous roles in Digital Agencies, E-Commerce &
Consultancy
2. Never been to Brighton before joining Brandwatch
3. You can find me on Twitter - @ABronsSmith
Who Am I?

#NYKLondon
1. How to use Brandwatch Analytics to discover insights
2. How to maximise your data with strong story telling
What’s Coming?

#NYKLondon
A good story can speak to an unfamiliar audience
A great story will hold their interest & incite action
Essentials for Storytelling: Empathy, Motivation & Content
When numbers only tell you so
much

#NYKLondon
Brandwatch
Storytelling:
The How?

#NYKLondon
Understanding
data spikes
After selecting a
specific data point:
In the Single Mention
View, press the View
button and then
select Topics.

#NYKLondon
After selecting a
specific data point:
In the Single Mention
View, press the View
button and then
select Topics.
Understanding
data spikes

#NYKLondon
Comparing &
Understanding
Topics on Different
Page Types and
Platforms.
Richer
Topic Analysis

#NYKLondon
Richer
Topic Analysis
● All Page Types may
hide topics with
smaller volume
● Understanding how
conversation/topics
change and evolve
depending on the Page
Type can help tailor your
own communications
ALL PAGE TYPES
FILTERED TO BLOGS & FORUMS

#NYKLondon
Focus on organic
and original content,
by excluding retweets
from
your Topics Cloud.
Richer
Topic Analysis
TWITTER TOPICS

#NYKLondon
Focus on organic
and original content,
by excluding retweets
from
your Topics Cloud.
Richer
Topic Analysis
EXCLUDING RTS

#NYKLondon
Topics &
Communities
● Similar behaviour should
be used when analysing
coverage of conversation
through sites.
● This can help discover
new communities to
potentially engage
and join.

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Topics &
Communities
through sites.
new communities to
potentially engage
and join.
BLOGS, FORUMS & NEWS COVERAGE

#NYKLondon
Topics &
Communities
through sites.
new communities to
potentially engage
and join.
ALL PAGE TYPES

#NYKLondon
Topics &
Communities
through sites.
new communities to
potentially engage
and join.
FILTERED TO BLOGS & FORUMS

#NYKLondon
Filtering By
Page Type:
How?
● This done by simply
clicking into the ‘Filters’
section of a topics.

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Starring
Mentions
● Starring mentions allows
you to display key
insights clearly to your
stakeholders
to help tell your story
with data.

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Maximise
Your Data with
Story Telling

#NYKLondon
Telling Data Stories:
The Know Before You Go
Who consumes
the data?
How do they
communicate insights?
How do they like
to data to be visualised?
What do they
know already?
THE AUDIENCE
Establish a
business question
Research question
What are we/
they trying to achieve?
Narrative purpose
THE OBJECTIVE
Link information
to strategy
What?
So what?
(The Why)
Now what?
(The Action)
THE STORY

#NYKLondon
The Story Angle may not be immediately apparent.
New & Unfamiliar Data:
Data exploration must come first! Don’t confuse analysis with communication
Ongoing Analysis:
Actionable insight (in some cases) may only become apparent in the near future
Lack of organisational context:
Do you know enough about your client/end-user to translate your data-set
into actions?
Challenges with Storytelling
for Analysts

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Telling Stories
with Brandwatch

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Start with the bigger picture, then zoom in and deep dive.
Reveal datasets at several levels of detail where appropriate
Avoid tangents, unnecessary information and stay focused on the goals/objectives
Dedicate time to deeper insights than answer clear business/briefing questions?
Balance Clarity & Conciseness
with Context

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Clearly label your charts, for easier interpretation of data. Hold your audience’s
attention, without them having to think about what they are seeing in your
report/dashboard.
Annotate your reports with language that resonates with your audience’s level of
skill and familiarity with social listening tools. Identify the purpose of your
components & their implications.
Closely Integrate Data &
Written Description

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You can add Annotations to
your Dashboard by clicking
on the ‘Pen and Paper’ icon
at the bottom of any tab.
Alternatively, the notes
component can be found in
the normal component
menu, and can be added by
selecting ‘Note’ and pressing
the ‘+ Add to Dashboard’
button.
Effective use
of Annotation
Components

#NYKLondonAnnotation Example
Introduction to the
Data Segmentation
included
in Dashboard
[link
text](http://www.ab.co
m)
For hyperlinks to
resources & further
assistance
**bold text**
*italic text*
You can use asterix’s to bold
or italic your text. This can
help raise awareness to
insights or
recommendations you have
discovered
Contact information for
feedback, further
reporting and clarification
if required.

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All formatting options can
be found, by clicking into a
text box and simply
pressing on
the view formatting options
button.
Effective use
of Annotation
Components

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Guide the end-user/client through your thought process. Why have these
components been selected and positioned like they have? Does it help you with your
overall data story?.
Be prepared to answer important questions about your setup, which may be
prompted by the data that is being displayed.
Encourage your audience to compare the data and raise questions on their own
points of analysis for a higher level of engagement.
Effective Dashboard Usage
for Communications

#NYKLondon
Thank you.
Any questions?

Life As a Brandwatch Analyst

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