Tag Archives: Data

Angry Tweeter? Social media is so much more….

Let’s talk social – internet data is abundant and growing every single day.  As marketers, we have got to find a way to take advantage of it.  Social NoiseBut the reality is there is a LOT of information just waiting for us to take advantage of.  With that said there is a heck of a lot of noise in that information and we need to find an effective and efficient way to find the signal through the noise.

As a marketer I always looked at social data as the typical things we think about social information – twitter, facebook, pinterest, Instagram etc… traditional data sourcesMany marketers like myself view social media as about engaging the angry tweeter…..getting to that person who loves/hates my products to address their needs.   This approach is most often used for demand generation or customer service. These traditional data sources are best used for that type of approach – engagement.

Most of the marketers I speak to want to use the traditional data sources for:

  • Metrics – how many followers or likes to I have
  • Engagement – how do I market to the angry tweeter using social

 

While these two items are important and those data sources helpful, they are not the end all be all!  There is a third way we can look to social data and it will expand your ability to TRULY understand your market and audience:

  • Listening – how do I understand broad target segments to develop a communication strategy, develop the right messaging?

It is this THIRD area we are starting to see take off.  Listening is about finding the right data at scale and automatically classifying it to find patterns.

The ability to listen and to hear what people are saying means that marketers can make customer driven decisions leading to increase revenue, decrease cost and mitigate risk.  But if you are going to do TRUE listening to customer sentiment, you are going to have to expand our horizons beyond the traditional data sources and in some cases ignore the traditional data sources as they are often full of junk.

Social Data has moved beyond the realm of  just the traditional channels.traditional plus non traditional  We need to consider information on the internet as a source – this will include the traditional channels – facebook, twitter, pinterest etc….But it will also include things like news stories  – Market Watch, Thomson Reuters, AP etc.  It delves in to the areas of BLOGS – WordPress, WIX, MEDIUM etc…It will also include reviews from forums and review sites…Think about the wealth of information that can be found on the Amazon reviews alone…..And seriously consider REDDIT.  (I was blown away by the richness of the data on REDDIT!! – Follow up blog post on this to come!)

If we have the foresight to expand our thinking about social data to be “All internet information” ….social media can guide your overall marketing strategy, feed your messaging, enable you to identify broad target segments for your campaigns.   To do this we need to think beyond just the typical sources of information to help expand our use case scenarios…..

So what the heck do you do with Watson Analytics?

It has been a little over a year since IBM’s Watson Analytics was released.  Watson Analytics, a smart data discovery tool, continues to deliver easy analytics for everyone.  Some competitors are trying to catch and imitate what IBM has delivered but frankly, their latest news is more “snooze worthy” than newsworthy.

Because Watson Analytics is so easy to use and visually appealing, IBM has seen strong adoption (1 million plus users!).  Over the past couple of months there have been some amazing additions to an already fantastic product (see Watson Analytics for Social Media).

Watson Analytics is so powerful and can address so many different uses cases.  I am frequently faced with the following query:  So, I get it!  I have a ton of data and I need a way to make sense of it.  But what exactly do I DO with it??

This really depends on what your role is.  In our work lives we each fit into some type of role:

  • sales guy
  • marketeer
  • finance professional 
  • operations director
  • supply chain manager
  • head of strategy

So, as you read this and think about what YOU can do with Watson Analytics, think about the data you need to better visualize.  Think about what finding patterns within your data could do for you.  Finally, think about how adding social media data to your analyses can make you analyses event more effective.

But most importantly let’s put this in context of some of the major roles and use cases that will matter to you:

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Over the next several weeks, I will be sharing the details behind some of these specific use cases and providing a “how to do this yourself” approach.  Check back to hear more about how #watsonanalytics can help address many of these use cases.

 

 

Analytics is not a thing you “do”…it’s a way of life.

I recently attended conference in Singapore

A beautiful view of Singapore at night.
A beautiful view of Singapore at night.

where I had the chance to listen to thought leaders discuss the need for analytics to address what Gartner refers to as the “nexus of forces” – CloudSocialMobile and Information.   Mychelle Mollot took a deeper dive on the “information”  force in the Big Data and Analytics keynote.

As a marketer I grapple with explaining these nexus of forces and the need for Big Data and Analytics everyday.  Everyone seems to have an opinion on exactly what Big Data is and why it is so important.   It was in fact several customers and partners  who reminded me of several things: Continue reading Analytics is not a thing you “do”…it’s a way of life.