Put Your Data to Work with a Brand Analytics Command Center
It’s no secret that we are currently operating in a business climate marked by constant change and volatility. In an unpredictable environment where things are constantly shifting, marketers can no longer rely exclusively on gut instinct in order to make good decisions. Real-time data is the key to keeping on top of what’s happening in the business, and it’s essential for making informed decisions and aligning teams.
Business leaders who take an active role in capturing and analyzing data and metrics have a more realistic view of their businesses. These types of performance indicators clearly illustrate the critical barriers to success, and help to provide a better understanding of how to overcome them. They also offer a more accurate picture of the organization’s performance as a whole.
But with information coming in from so many sources of, it can often be difficult to digest and synthesize everything. Many companies use a multitude of analytics solutions, some of which require expensive implementation, but often provide fundamentally confusing and often contradictory data -- and consequently, no actionable insight.
The answer is the Command Center – a central dashboard that showcases all social media and metrics into one view. The Command Center pulls together metrics from a variety of 3rd party sources, combined with social media feeds and news in order to provide a complete sense of context of how the brand is being perceived across the web. As just one example, imagine being able to see in real-time how a news announcement is impacting your e-commerce sales, media coverage and traffic on your social properties – all in one view.
Command Centers provide marketers with a 360° view of metrics and other key indicators as they happen, and empower them to create new content on the fly to engage with customers on topics they are already discussing. They enable brands to insert themselves into the existing dialogue, rather than trying to pull the audience out of those conversations in order to view branded content elsewhere.
The Command Center approach also offers an opportunity for tighter alignment across departments and teams in an always-on capacity. The brand command center is manned by a cross-disciplinary team that can apprehend data in real-time, and translate it into rapid response action.
As explained by David Beebe, “The command center approach doesn’t have to be expensive, and can actually be more economical than buying an array of one-off solutions to track data and metrics. But the benefits go beyond simply having an assortment of software – pulling everything together into one unified view enables a whole new level of alignment and collaboration between departments and teams.”