Making Consumer and Data Driven Decisions

With years of business analytics and directional modeling experience, Justin Bumann reviews with you the importance of making business decisions based on consumer views and proven data analytics.

It’s common that service and product owners, marketing professionals, and graphic designers develop media campaigns based on their view point, only considering what that individual likes, both as content and visual dynamics.  This is the first issue that arises; yes, these professionals should apply their vision of the service and product, but it’s key to step back and look at it the campaign from a consumer perspective.  How do you feel the consumer will see the creative or message?  Will it resonate with them, not you?  This sounds like simplistic process, but it’s often time overlooked.

As you work toward viewing a campaign from the eyes of the consumers, then develop the campaign with maybe one or two variables and start testing.  As you start testing the campaign make sure your test variables are created equally.

Once the campaign has run its course, let the data guide you to your next steps.  The second issue; Many times, professionals will gravitate again to what they feel will perform best and in their view Variable A will develop the best response, but if the data shows Variable B is the top performer, then this should guide your next decision.

It’s common for even the most experienced professionals to make some of the simplest mistakes.  In summary make sure you are viewing the product or service from a consumer view and let the data guide you in growing your business.

Author: Justin Bumann

The Benefits of Social Media Analytics

Social Media Analytics
Image: slideshare.net

A Cum Laude honors graduate from the University of Mary in Bismarck, North Dakota, marketing professional Justin Bumann serves clients in both local and national advertising markets. Justin Bumann has over 15 years of experience analyzing performance metrics across a variety of media channels, including social media.

Social media analytics (SMA) involves the collection and evaluation of data from social media sites, primarily for the purpose of understanding real-time consumer actions. This data can then be used to enhance a variety of business functions, such as marketing and customer service, to maximize the customer experience

Social media analysis gives users access to an incredible amount of consumer-initiated information regarding products and services such as how products are used, the consumer’s views and experience, as well as any issues identified by users, which can also include effective solutions. The comprehensive understanding of a product or brand gained from this information, and how they can be improved, gives companies a distinct competitive advantage.