Find Insights in Dashboards
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Find Insights in Dashboards
- 1. Data Deep Dive / How to Find Insights in Your Dashboards Agata Dec agata@brandwatch.com | @agata_dec MAY 2014
- 2. Contents © 2014 Brandwatch | www.brandwatch.com 2 • Brief Intro • Why Should You Care? • How to Find Insights • Tips and Tricks • Q&A
- 3. 3 About Agata © 2014 Brandwatch | www.brandwatch.com
- 4. © Agata Dec | 2014 4 ANALYTICS PROJECT MANAGER What my boss thinks I do What my mom thinks I do What clients thinks I doWhat my friends think I do What I think I do What I really do
- 5. Agata / The Background 5 B.S. Media, Culture and Communications M.S. Integrated Marketing & Data Analytics Public Relations Communications Marketing Analytics Project Manager at Brandwatch © 2014 Brandwatch | www.brandwatch.com
- 6. 6 Why Do We Care? © 2014 Brandwatch | www.brandwatch.com
- 7. Without insights… 7© 2014 Agata Dec
- 8. … results of your decision-making can be tragic! 8© 2014 Agata Dec
- 9. Like it or not, you need to find insights. 9© 2014 Agata Dec
- 10. 10 Deep Dive © 2014 Brandwatch | www.brandwatch.com
- 11. 11 The Usual Path… © 2014 Brandwatch | www.brandwatch.com Write good query Maybe create a rule or two Add fancy charts to your dashboard Screenshot charts Copy charts to report
- 12. 12© 2014 Brandwatch | www.brandwatch.com
- 13. 13 A Better Path… © 2014 Brandwatch | www.brandwatch.com Prepare your setup Create fancy dashboard Add more fancy charts Dig, dig, dig, and dig some more What am I missing? Write report
- 14. 14© 2014 Brandwatch | www.brandwatch.com
- 15. 15 Demo Time! © 2014 Brandwatch | www.brandwatch.com
- 16. 16 Tips & Tricks © 2014 Brandwatch | www.brandwatch.com
- 17. The DOs and DON’Ts of insights 17 YES, PLEASE! • Dig into it • Focus on little gems • Use your findings to drive insights © 2014 Brandwatch | www.brandwatch.com NO, JUST NO. • Don’t try to analyze everything • Don’t focus only on the “big idea” • Don’t take your data out of context
- 18. 18 Q&A © 2014 Brandwatch | www.brandwatch.com
- 19. Thank You & Contact 19 Email / agata@brandwatch.com Web / http://www.brandwatch.com Twitter / @agata_dec Document Limitation The information given in this document has been checked for accuracy and completeness however Brandwatch shall not be liable for any errors or omissions. Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 3898053 4th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom © 2014 Brandwatch | www.brandwatch.com
Editor's Notes
- 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.