3 Ways to Gain Insights From Big Data
Today, content is flooding your audience’s inboxes, social media feeds and search engine result lists.
In fact, there has been more content and data created in the last two years than in the entire history of the human race. So how do you make sense of it all – and leverage it to your brand’s advantage?
At their recent webinar, “Making Sense of the Big Data Mess,” Cision’s Heidi Sullivan and Dave Lundstrom explored the basics of big data and explained how to analyze the information, concentrate on what matters most and glean useful insights.
Want to get the most out of big data? Here are three ways to do it:
1. Understand your share of voice
It’s impossible for your brand to read every single mention of your brand on social media. But with social listening software, you can analyze your share of the online conversation and see how your brand stacks up to the competition.
For example, according to Cision’s share of voice analysis for Super Bowl 50, Mountain Dew came in second among soft drink brands. Even though Coca-Cola had a larger share of voice, Mountain Dew saw a huge bump up from their typical share of voice, proving that their Super Bowl commercials were successful.
While the size of your share of the conversation is a significant piece of information, you need to put your data into context and see how well your campaign is accomplishing your overall objectives.
2. Analyze your audience
Big data allows us to slice and dice information in new ways, says Heidi.
When you look at data through a different lens, such as topic or demographic, you’ll be able to better understand whether or not your message is resonating with the right audience.
Cision’s analysis of the 2016 presidential candidates shows that Bernie Sanders is leading the Democractic race overall with a larger share of voice than his competitor Hillary Clinton. However, when you look at just Democrats, Sanders is still in the lead, but the gap between him and Clinton is much smaller.
Brands need to examine micro-audiences, such as gender, product or even platform, to truly understand what is working and what is not.
3. Identify emerging trends
Your share of voice isn’t fixed. It’s going to change based on a variety of factors, including events. Big data allows you to see the impact a particular event has on your brand.
When Marco Rubio received some negative press after the February 6 debate, Cision found that his share of voice took a hit, which allowed Donald Trump to jump on the opportunity and raise his.
If you can detect these trends ahead of others, you can change the conversation, take over the discussion and place your brand at the head of the pack.
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