08 November 2014

Digital Analytics and Your Story

I spent this past Thursday and Friday engrossed in conversations about digital analytics after hearing from top executives at companies like Coca Cola, Cartoon Network, Turner Broadcasting, Facebook, QVC, and many more who have embarked on leveraging big data to drive their businesses. But what do little guys like me want from a conference such as this? I want to understand how to collect, process, and analyze this data as well, but I'm not trying to make money. What I want to do is provide better content, some product that is more targeted to my audience. I discovered big data is useful to anyone with a goal.

For example, if your goal is to sell more books, you need feedback. If you place 10 books on the bookstore shelf and all ten sell in the first week, how do you know producing 10 more of the same book will have a similar result? How will people learn about the success of your book? How do you know your book impacted the readers who purchased it? Book reviews, star ratings, tweets, Facebook likes and mentions, and shares are those things that help today's producers connect with their consumers.

At some point you need to step away from your product that you've been pushing and take a look at what your consumers are telling you. Marketing is fine, but if you're spending all your time, money, and efforts on pushing your product and you don't look at your feedback, you may be making the wrong decisions, or at least experiencing some missed opportunities.

There are some interesting ways these organizations use big data and their executives were passionate about sharing them. Did you know that Instagram is the number one social media platform used in data mining by smaller organizations which are physical attractions? Think about it. Unlike liking something or sharing an article, what do people do when they visit a physical location such as a museum? They take selfies at these locations and post them on Instagram. Hello geolocation data!

I'm sure the Plaza Resort & Spa will appreciate my patronage. 

Think about your goals. Think about how you can utilize digital data. There is a story in the conversations you have when you build that relationship with your consumer. I think what I'm looking for is that story...

How do YOU engage with your audience?

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