Data is Meaningless Without Analysis
There’s value in organisations being able to analyse social media information and compile profiles to better target their customers. But creating, documenting, and retrieving vast amounts of data is one thing. Understanding it is an entirely different matter.
Context is Key
Measuring ‘likes’ or searching for keywords and phrases is pretty straightforward – a “sentiment analysis”. You might be tempted to develop a marketing strategy directly derived from this.
But there’ll always be examples of impulse buys, or snap decisions in the heat of the moment. And data samples may include information that’s not so easy to quantify – like pictures or videos.
In fact, the majority of actions will be based on the context surrounding them. Brand A might cost less, but B offers greater satisfaction. The sports car looks great, but what about the kids? And so on.
If a data analysis tool can’t provide further context around the solutions it offers, it’s at best, an expensive waste of time.
