Time to get smart with data

Susanne von Gwinner, who works on Text100 Insights & Analytics across EMEA, talks about data, and the ways we can use it across entire industries.

Susanne von Gwinner, who works on Text100 Insights & Analytics across EMEA, talks about data, and the ways we can use it across entire industries.

Data was key talking point at Brandwatch’s latest “Now You Know” conference in Denver. With powerful social intelligence platforms like Brandwatch in place, companies and agencies are faced with the question of how to find the right path among data, tools and experience.

We need to be smarter with data

After listening to several analytics specialists, social intelligence experts and representatives from top brands like IBM, Bank of America, Lenovo, Toys R Us – it is obvious: we need to be smarter with data. There is no shortage of data available to us, but what we do with it requires more thought.

  • Insights: How can we use data from platforms like Brandwatch to draw relevant insights? As Brandwatch data scientist Paul Siegel pointed out: “The truth can’t be measured in numbers – it is about drawing the right conclusions and making the right business decisions on the basis of data.”
  • The Human Element: Drawing the right insights is closely associated with the human element. We cannot solely rely on machines and tools to direct our business. The human mind is a crucial factor in the decision making process.
  • Integration of data: Companies need to step away from data silos, where data is only available to a certain team. The power of data decreases when it stands alone; we need to find ways to make data available across the company, with the right insights and in the right format.
  • Data and creativity: Data’s usefulness is directly connected to its presentation. How can data be presented in a compelling way that makes it relevant to non-analyst people? As Joanna Pena-Bickley pointed out: “We need to start thinking about data in a way so that it becomes a fuel to other applications.”

Next week we’ll be tackling return on investment in Social Media. Until then, you can contact Susanne directly via her Twitter.

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