DATA

Consumers give out different data on a daily basis, data such as, consumer name, age, email and address.  Data is essential to all transactions and can be gathered through various sources, for instance SEO, Websites, email, display, CRM, PPC, social media, affiliates, mobile devices and apps.

In recent times companies will agreed that Data is more manageable especially in the digital era that gives instant and real time data. Data aids adequate planning and executions of campaigns and projects. From data one can tell which part of a campaign is working, where to improve and the relevant content to provide.  Content, personal identity and behaviour are valuable data because they provide the what, when, where and device; Demographics and Psychographics; actions and preferences.

Data can be gotten using a number of tools such as, online surveys, competitor analysis, user testing, monitoring, optimization, marketing attribution, marketing attribution, page heatmaps, mobile analytics, and tag management to mention but few. Data provides relevant insights such as brand audience data, traffic sources, user journeys, real-time insights and context.  Data may also identify gaps or present new opportunities for the brand. This will ultimately influence product use or purchase and gain insights that make the brand more engaging and identify the various multi- channel touch points. Touch points such as TV, microsites, documentaries, blogs, digital, experiential, print or social media platforms.

With data insights new ideas can be generated. For instance, Olay gathered lots of information from social media, such as its Share of voice at 2.4%, type of coverage; appearance on blogs and twitter; and sentiments like good product reviews for moisturising and anti-aging. This gave Olay valuable insights that sparked content on two topics and Olay was able to utilize these insights by creating discussions around age defying and anti-aging skincare. These discussions were influenced by blogs such as Technorati and wefollow. Olay also had two brand ambassadors to influence consumers and promote the brand, these were- Jessica Ennis for prevention and Thandi Newton for reduction.

As a whole, brands have to turn data into action, to keep consumers on their brands, create interaction and engage consumers to ultimately make a sale.