Integrating Social With Digital Insights: Takeaways For Business LeadersIntegrating Social With Digital Insights: Takeaways For Business LeadersMr. Rajesh Kari ,VP and Business Leader, Infovision Social — the Research, Digital Experience, Social Media Analytics arm of InfoVision.
getty
In today’s world, the social and digital footprints of customers have become critical points of assessment for any brand. Whether you are trying to gauge how your product is being received in the market or improve the ROI of your business efforts, social and digital insights help a great deal.
But what is happening presently is that decision-makers are looking at the social data set and digital data set in a silo. There are two different teams looking at social media analytics and digital analytics independently. And these teams hardly exchange cross-functional intelligence.
But what would happen if these two sources of intelligence came together? How would that impact the quality of insights and the efficacy of strategic decisions? Let’s take a look.
Enrich Your Customer Segmentation
A customer usually interacts with a brand using multiple digital touchpoints like a website, mobile app, kiosks, etc. All these digital touchpoints capture valuable information about the users. They help you build the persona of your customers by capturing demographic and geographic information.
When you dig deeper into the digital data, it reveals more information about the users, like their interests, their behavior patterns on the digital assets, the devices that were used to access your assets, etc. These are pretty good insights to have to build your consumer persona.
Now, we all know that social media is a source of unsolicited and honest opinions by customers. It is also a channel where you can identify customer segments and analyze them for insights. This is where you can track first-hand user experiences and expectations of customer segments.Mr. Rajesh Kari ,VP and Business Leader, Infovision Social — the Research, Digital Experience, Social Media Analytics arm of InfoVision.
getty
In today’s world, the social and digital footprints of customers have become critical points of assessment for any brand. Whether you are trying to gauge how your product is being received in the market or improve the ROI of your business efforts, social and digital insights help a great deal.
But what is happening presently is that decision-makers are looking at the social data set and digital data set in a silo. There are two different teams looking at social media analytics and digital analytics independently. And these teams hardly exchange cross-functional intelligence.
But what would happen if these two sources of intelligence came together? How would that impact the quality of insights and the efficacy of strategic decisions? Let’s take a look.
Enrich Your Customer Segmentation
A customer usually interacts with a brand using multiple digital touchpoints like a website, mobile app, kiosks, etc. All these digital touchpoints capture valuable information about the users. They help you build the persona of your customers by capturing demographic and geographic information.
When you dig deeper into the digital data, it reveals more information about the users, like their interests, their behavior patterns on the digital assets, the devices that were used to access your assets, etc. These are pretty good insights to have to build your consumer persona.
Now, we all know that social media is a source of unsolicited and honest opinions by customers. It is also a channel where you can identify customer segments and analyze them for insights. This is where you can track first-hand user experiences and expectations of customer segments.
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