Three Whiskey’s Data & Technology Director, Jo Bell, shares how brands can successfully harness the power of measurement to create impactful social campaigns.
Knowledge is power
Living in the information age, the success and longevity of a business depends largely on its ability to collect, process and interpret data from multiple streams. Effective measurement goes beyond the collection of the data itself, into the broader reporting and interpretation that provides colleagues and management with valuable insight.
The more data a business collects, however, the harder it can be to keep track and draw the conclusions that will keep the company moving forward. That’s why it’s so important to have a robust measurement program that streamlines this process as much as possible.
Metrics have always played a key role in marketing and how brands plan their subsequent campaigns. Social media metrics, in particular, are highly valued due to the unique and critical insights they grants into audience preferences. But, as valuable as this data is, it counts for nothing if its potential is left untapped.
Organising and interpreting rich, social information through centralised measurement frameworks helps companies to plan and adapt campaigns that communicate with potential customers in a far more nuanced way. They can ensure strategies are aligned with objectives to boost that all-important ROI, all while nurturing engagement that resonates with audiences in a bespoke and meaningful way – and that’s a powerful thing.