#MeasurementMinutes: Turning Data into Action
In 2015, we saw the permeation of “data” in everyday conversations, with CMOs clamoring for data points to map back to their various marketing objectives. What we didn’t see was the use of quality metrics, and data being used actionably to understand, modify or improve communication campaigns. So in 2016, we’ll see companies shift from using data as an end in itself and moving towards “actionable data” — the use of data as a storytelling tool.
Here at Eastwick’s Analytics & Insight Group, we know that having “data” is not in itself a goal, and in 2016 we’ll see more companies realize this. Already, we are already seeing clients supplement numerical metrics like Share of Voice, Number of Mentions, Impressions and Reach, with storytelling metrics such as Sentiment, Key Message Pull-through, Influencer Engagement, and Engagement Rate.
Actionable data allows companies to understand the context beyond the numbers, which provides insights one can act upon. In the new year, ask yourself what actionable data you can gather to better understand, modify, and improve your communication campaigns and achieve your goals.
#MeasurementMinutes is a monthly series from the Eastwick Analytics & Insight group. Be on the lookout for new #MeasurementMinutes each month!
Eastwick’s Analytics & Insight Group
