16
| Date post: | 12-Apr-2017 |
| Category: |
Data & Analytics |
| Upload: | buzz-radar |
| View: | 1,925 times |
| Download: | 3 times |
PEAKS: UNDERSTAND PEAKS IN DATA
PEAKS AND DIPS IN DATA CAN PROVIDE GREAT INSIGHT. In the past, we’ve talked about the value of data and how to ensure your data is reliable. But within the broad range of data, we get questions about specific metrics. Diving into those data points will help your team better glean insights, and thus make better decisions.
Understanding data terms is critical to interpreting data. While some terms may appear self-explanatory, it’s important to really examine them. For example, peaks and dips. A peak is a sudden period of growth in a certain metric. A dip or trough is a sudden drop in that growth. This movement represents a sudden change in measure, and changes are what you really want to pay attention to.
WHAT IS A PEAK AND A DIP?
WHY CHANGES MATTER01
LOOK FOR THE STORY.Changes are where the stories in your data lay. These changes can be used as benchmark against previous campaigns or brand profiles over time. For example, an increase in volume can highlight the success of an influencer campaign or a blogger outreach program. Conversely, a decrease in negative sentiment could show the success of crisis management or addressing consumer feedback.
TYPES OF CHANGES02
CHANGES IN IMPRESSIONS
Changes in impressions can be mutually exclusive from changes in volume. For example, overall volume might go down, but impressions increase due to influential accounts talking about your brand or product. Their reach keeps your impressions high. Identifying these moments is useful for spotting brand champions.
Conversely, you might see a lift in volume but no impressions gain. This can be caused by content being retweeted around by accounts with a low follower count. For example, competitions will garner high retweets and thus volume, but they typically garner few impressions. The issue then becomes that content is being propagated, but is it beneficial enough if it’s not being seen?
When looking at raw volumes, sentiment data can look misleading. For example, a spike in negative mentions might actually be a reduction in the share of negativity due to a larger overall increase in mentions. Deciphering sentiment is more accurately gauged by looking at the change in the breakdown in the positive to negative ratio. How these percentages change over the time period you’re analysing will better determine how general sentiment is shifting.
CHANGES IN SENTIMENT
CHANGES IN ENGAGEMENT
Over time, your brand will establish baseline figures for social content. If your content is resonating with your audience, you’ll see similar shares/retweets/likes with each piece. If you spot a significant change from this, it’s important to analyse what was different about that content. This change can alert you to more of what your audience does and does not enjoy and increase relevance and engagement.
Sentiment, impressions and engagement rates are the most important areas of possible change. However, they aren’t the only ones you might encounter.
Follower growth tends to be fairly steady for larger brands. However, large drops can occur across all networks when platforms routinely remove dormant accounts or after major promotions where users drift away. Most changes in follower count are due to this platform housekeeping.
Then, there is competitor data. Benchmarking against competitors can be tricky. Although, major changes can alert you to campaigns they are running and the successes and failures of it.
OTHER CHANGES IN DATA TO NOTE
IMPORTANCE OF PEAKS AND DIPSPeaks and dips can provide critical insights -- if you know what can power them and know the context around them.
A BIT ABOUT BUZZ RADAR
BUZZ RADAR IS AN INDUSTRY LEADER IN CAPTURING AND VISUALISING REAL-TIME DATA AND CONTENT.
We make social data simple, engaging and powerful -- faster than anyone else. Real-time data helps you spot emerging trends and react quickly to feedback. Whether a brand, agency or event planner, we can help you unlock your data, quickly interpret it and broadcast it better.
