Here at CI, we talk a lot about the importance of blending social and traditional metrics to create a more comprehensive view of your customer. Now, we’d like to suggest that not only is real-time monitoring critical to tracking consumer perception but that blending in historical data allows for important trending patterns to emerge. This is why having a strategy for correlating social and traditional data become increasingly important as it gives you the ability to observe the impact to both offline and online assets from outreach efforts, surveys, digital media campaigns, or email efforts.
I’ve put together a video that tracks keep performance indicators for a cable company over a 4 week period. This type of custom dashboard allows you to track how consumer perception or preferences may change over time.
Click image to enlarge
In this example, the dashboard has been configured to monitor the volume of text-based conversations related to:
- Advertising
- Affinity
- Customer Service
- Intent to Switch
- Problem
over time. An additional graph tracks consumer sentiment as it relates to Advertising and Customer Service within the same time period. This might be an important metric to monitor if your organization is implementing changes to your customer service program, introducing a new spokesperson into your advertising campaign or wants to manage and monitor consumer perception of your organization’s efforts.
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View the video
Historical Analysis of Data is Just as Important as Real-time from Collective Intellect on Vimeo.
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