“Translating Analytics to Strategy”: Key Takeaways from Social Commerce Days Workshop

Posted by Center for Social Commerce • November 21, 2014
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During Social Commerce Days, we were lucky to have employees of W2O Group come from far and wide to host numerous events that drew large crowds. One of the events was the analytics workshop, called “Translating Analytics to Strategy.”

The turnout for the workshop was nothing short of spectacular. More than 50 students attended to explore how data and analytics are used to develop strategic communications campaigns. The event began with a presentation by David Witt about how a popular candy company utilized W2O Group’s proprietary analytics tools to better understand how online conversations were playing out, where they were happening, what keywords were being used and who was driving the conversations. Following that case study, Sarah Masel and Sam Hershman spoke about how W2O Group utilized analytics to inform strategy for a global telecommunications company.

One overarching theme of the workshop was the importance of knowing your audience. As I listened to the information presented, I was shocked by the amount of thought and strategy that can go into a simple image or a singular tweet. Through personal experiences with analytics I thought that I had understood the ins-and-outs, but the presentation gave me a new perspective of the power of data within communications.

One of the most crucial aspects of understanding analytics is analyzing relevant data before developing specific strategies. It’s not just the numbers that matter—it’s the story that they tell. Proficiency with analytics requires careful insight and evaluation. Audience demographics must span beyond socioeconomic class, race or gender. Account teams can use digital and social analytics to identify a brand’s top influencers and create carefully tailored messages. Additionally, account teams should strategically choose which social platforms to use based on the target audience.

Following the case study presentations, students were divided into groups where they were encouraged to critically analyze what steps to take when planning a real campaign. Through this exercise, students were encouraged to critically think about the best pathways for a campaign as well as the best social platforms for specific messages.

Students came away with a fresh outlook on analytics and a better understanding of how to incorporate data-driven insights within the communications field.

Post authored by Aidan Meyer.

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