In 2018, a popular social networking site came under heavy fire from US regulators after it was found that a third-party vendor had collected data of users illegally. This personal data was then used to influence the outcome of the 2016 presidential elections, indicating the crucial role that social media plays in today’s politics. As …
Impact of social media data on political elections Read More »
“The purpose of business is to create a customer. In our instance, the business that we’re in is to create a fan.” – Peter Drucker Moving from conventionBy the end of 2017, the internet population was measured at 3.7 billion individuals who generate 2.5 quintillion bytes a day. The world is now connected more than …
Leveraging social media analytics for sports franchises Read More »
The Internet revolutionized the way people gain information, share information, make purchases, and manage their lives. Now, we are well into a new and even more profound shift from the Internet Economy to what we call the Digital Consumer Economy. In the era of the consumer, it is crucial for businesses to cater to them …
Studying an on-demand economy with the help of social media analytics Read More »
The optimal allocation of funds across different channels of marketing is crucial for all organizations since investment decisions need to be made depending on the contribution each channel makes to the overall sales. Marketing Mix Modelling (MMM) helps quantify the contribution of various factors to sales and recommends fund allocation across multiple channels in order …
Marketing Mix Modelling: Challenges and best practices Read More »
Marketers found that traditional marketing tools that served them well were no longer working so well.
Besides building a vibrant community and increasing awareness when it comes to new products/features, there are other nuances that explain the rationale in leveraging social media for marketing a company’s brand. ‘Reach’ and ‘Engagement’ are the two metrics companies typically focus on, but their critical challenge would be to optimize their efforts and marketing dollars …
“A brand is not what we tell the customer it is – it is what the customers tell each other it is” – Scott Cook 65% of the adults use social media, according to a recent Pew Research Center survey on US Social Media Usage. Can any survey capture such a large sample? Impossible. Frankly …
Social Media Analytics and Monitoring| Campaign Effectiveness Read More »
Social media analysis is a powerful tool to understand trends. When trying to understand the reasons behind the declining sales of chewing gum, we turned to social media find the answers. We first studied the top usage occasions, when gum was chewed, in 2010. We then looked at those occasions to understand how they have …
Using social media analysis to understand declining sales Read More »
Its hard not to get caught up in the excitement of the FIFA World Cup. Tableau has created this cool interactive visualization of the matches to date. We did a quick analysis and here’s what we found! 1. It pays to be the smaller guy Not just when it comes to siblings but also in …
In this new age of increasing digitization and social presence, Social Media analytics is becoming a powerful tool for brands to leverage consumer perceptions, improve upon their perceived Brand Image and identify trends to accommodate the consumer better. The following infographic illustrates how Walgreens, one of the top drug retailers in the US is using …
Consumer Perception & Social Presence of US Drug Retailer Read More »
