Lunch and Learn with Allison Squires: Analytics to Drive Personalization
Last week, the Social Distillery staff and guests sat down with Allison Squires from People Pattern to learn how data analytics help shape marketing and social strategies through timely, personalized and relevant posting. People Pattern’s tools give companies advanced insights into their audiences, which allows those companies to better tailor their messaging, content and advertisements. Having worked at technology companies and in tech PR, I am a big proponent of Big Data’s application in marketing and social media space. Here are some of key takeaways Allison shared:
- Data is more than counting. It’s about practical application and understanding.
- Data is great but if companies don’t use or implement it then it is meaningless. It is crucial to not only possess relevant data but to also understand what it means in context.
- In the past, data has been silo-ed within the platforms that capture it. Now, software like People Pattern brings all the data into one place and provides insights on the audience and their behaviors based on the data.
- With all the data companies are given, from both customers and software, they have the ability to use it in a personal, timely and predictive way.
- Personalization is trending upward. People expect brands to use the data they have to personalize a customer’s experience whether through outreach, offers, or service.
- A company’s audience may not be whom they expect. Marketing strategy can shift once audiences are identified to better target the current or desired audience.
- Redefine influencer strategies to include the everyday influencer. Someone with a large social following may not be the best person to advocate for a brand if they aren’t an influencer within the communities the brand needs or within their own context.
- Many companies look to data to justify any and all decisions or adjustments in their marketing plan. As agencies, it is important to know the “why” behind the “what.”
Accessing and processing data on consumers and customers can lead to higher engagement rates and more leads for companies. The more data or knowledge a company has on its existing customers, the better it can serve its future customers. Companies shouldn’t be afraid to jump on the Big Data bandwagon and begin to better understand their customers, influencers, competitors and themselves.