Food for thought

We know what your customers are thinking. No, really.

By | Buzz Radar News, Command Centres, Food for thought, Social Media Marketing, Social Visualizations

Data is hidden within many sources. That’s why our Command Centres are expanding beyond social to give you deeper insights. With our new updates, we can integrate more data sources into our platform to give you a comprehensive view of your business. But we’re not stopping there.

We’ve partnered with IBM to bring you next-generation cognitive insights from Watson. Your sentiment is now analysed with Watson’s AI API. Meaning you can understand how your social media followers feel about your products or brand.

And want to know more about those discussing your brand? That’s where Watson comes in. We’re now able to run all your data through Watson Personality Insights to really understand more about your audience. Personality Insights extracts personality characteristics based on how a person writes. This is great for creating detailed personality portraits of individual customers for highly-targeted segmentation, improving lead quality based on “like” personality characteristics, personalizing recommendations, matching personality types, and more.

personality insights in mac frame

From improving your experience visually to aggregating data and services that give you a better understanding, our goal is to make it easier for your team to truly be data-driven. Learn more about the science and methodology behind the tech here.

Give it a go and add it to your dashboard — then, let us know what you think!

If you haven’t tried Buzz Radar yet, take a free trial on us and let us know how you get on.

Vocabulary Matters: The Different Types of Data

By | Food for thought

Big data. Social data. Real-time data.

These terms are thrown about all the time; do we really understand what each refer to? When collecting data, it’s important to know the merits of each type you’re aggregating. So, we’re reviewing what each version is and why it matters.

Social Data

Social data is information created and shared by individuals themselves. It’s users’ data taken straight from social media platforms, like Twitter and Facebook. This includes what we share on our social profiles, profile data, and behavioural data. What’s available to marketers varies from platform to platform, but it is a rich source of data.

From profile data, there are over 200 data points available, including name, age and email. User-generated data focuses on what users share and the content created by users. This is largely status updates, links shared and photos uploaded. Behavioural data looks at the actions taken by a user, including what they like, who they interact with and links clicked.

With social data, it is important to note a few factors. All data is subject to what the user wants to be seen or known about him/herself. How we describe ourselves online isn’t always the most accurate, but it does reveal how we want to be associated. Geographical data in this arena is also limited. Most individuals choose not to share location, meaning that you’re only looking at a subsection of your audience’s geography.

Big Data

Big data can be distilled to large data sets analyzed for patterns, trends, and associations, particularly around human behavior and interactions. Big data is a collection of data from traditional and digital sources inside and outside your company that represents a source for ongoing discovery and analysis. And it’s not as scary as it can sound.

Big data is used to really understand a system as a whole better. This leads to greater insights and better informed strategies. For example, Google is using big data to help better prepare counties before a flu outbreak, basing this off of search trends.

Real-time Data

Real-time data is any information that is simultaneously delivered. The core component of real-time data is that as it’s collected, the data is transmitted. With real-time data, you get data in, well, real time, as it happens. Speed is the focus. Real-time data updates as it occurs, such as who’s visiting your website at any given time, which topics are trending in which markets or what your customers are doing at any given moment.

With real-time data, brands are able to see errors or potential crises quickly and react accordingly. You can also understand competitors immediately, service issues or opportunities, sales opportunities and consumer trends. Ultimately, real-time data enables faster decisions based on real-time analytics.

Here, at Buzz Radar, we take live data of all kinds and transform it, ensuring it’s easier to understand across the board. We may reference all three forms of data, but our focus is that transformation.

Remove The Silo: The Benefits of Data Democracy

By | Food for thought

Here at Buzz Radar, we believe the increasing access to data increases collaboration and the insights your company can garner from that data. We believe in the First Law of Data Democracy. This law states this:

As the number of workflow-engaged stakeholders interacting with data visualisation tools increases (within agreed policy access limitations), the natural propensity increases for actionable insights to be a) taken away and acted upon and b) further fed back into the analytics engine itself.

Recently, we’re seeing some positing that data visualisation without data education is dangerous. Even a little data visualisation is seen as reckless in uneducated hands.

It is true we all could benefit from a more robust data education. In an ideal world, a team of data scientists could be readily available to help address issues with teams as they arise. But in our real-time culture, that is rather unrealistic to expect in most settings. Right now, 72% of people who complain on Twitter expect a response within an hour. And if have numerous complaints, the time available is cut sharply. You need to be able to react quickly.

We think data in the hands of the whole team is extremely valuable and has many benefits. Having a culture of open access and open data leads to better collaboration and increased response times. Not all data needs deep interpretation and analysis. For social data, you can start seeing many correlations and make valuable insights when it’s presented in a meaningful way. We know that individuals process visual information 60,000 times faster than the time it takes our brain to decode text. And 90% of information that enters the brain is practically non-verbal. This is a large reason we feel data visualisation helps immensely. You can see what data points stand out and you can process data much more efficiently and quickly. When time matters, having your data visualised is a great aid.

Then there’s collaboration. To make better decisions, you need the data in your hands. Data scientists can’t be in every place at all times, so it limits your ability to collaborate. Companies with increased collaboration see increased revenue. Employees who collaborate together are more efficient and also see increased commissions. So, you want collaboration. Putting data in your employees hands ensures they are making the most informed decisions during those meetings.

Sure, train your employees in data analytics when you can, but trust your employees. Let the data start to tell your story and use it to inform your roadmaps. We’ve seen this work. Over 21 million customers visit leading UK retailer, Marks & Spencer, every week. Marks & Spencer wanted to create a culture of listening within their company, so using our platform created the M&S Social Walls: two giant 9 screen installations deployed in their Paddington HQ’s canteens and communal areas. It’s aim to create a live window that connected thier customers with their employees. Upon installation, their confectionary team noted that their Percy Pig product was a hot topic. They brought key decision makers over to share the insights and subsequently increased related products, many of which are now top sellers.

It’s time to pull down the data silos.