How Media Monitoring Helps You Tap into Big Data

November 18, 2015
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Big data is a big deal lately across marketing channels, and is also a puzzle for many companies. For many, the amount of data is so “big” that it is hard to decipher through the noise and make sense of it all. This is where media monitoring tools can help you. Media monitoring is not just for monitoring social media and other media channels, it can also help you identify your strong points, talking points, and help you narrow down the areas to focus on.

Big data is a big deal lately across marketing channels, and is also a puzzle for many companies. For many, the amount of data is so “big” that it is hard to decipher through the noise and make sense of it all. This is where media monitoring tools can help you. Media monitoring is not just for monitoring social media and other media channels, it can also help you identify your strong points, talking points, and help you narrow down the areas to focus on. You may not realize it, but you can pull double duty out of your media monitoring tools, as long as you choose tools that offer a robust amount of information, details, and features.

Breaking Down Big Data

There are areas of cross over where your collection of big data and media monitoring converge. The two main points here are emphasizing quality over quantity, and segmenting your customer base into smaller target audiences to affect greater connections, engagement, and increase your conversions. Media monitoring helps you achieve these goals by allowing you to see which demographics are talking about certain topics. You can then set up target groups for different campaigns based on what you know about them, and what their interests are. This will get you those increases in engagement and conversions. If your big data is too big, it is hard to break it down and actually know which segments go where. By breaking it down into smaller quantities, you can gain bigger results, even with smaller segments. Tweaking this strategy and making continual improvements to it over time will help your company get a more organized plan for using big data and all the information you collect about your customers to your advantage. Breaking it down into smaller segments helps it become more manageable, and allows you to see through the clutter. Here are a few examples:

You can use media monitoring to help decipher the particular wording or terms that your customers use. Consumers may not always use the same keywords that you use; they might call things different names or use different adjectives. Adding those terms into your other marketing efforts such as email, and social posting will help grab their attention. Of course, those posts may not apply to everyone in your audience, but you can use those terms to attract more customers that might also use those same terms. Testing your marketing efforts for these new terms vs. the terms you regularly use will help you define better campaigns.

If you target a specific demographic, media monitoring can help you identify which social networks that demographic uses most. Tweak your campaigns to target those demographics to get a better result with a smaller segment. Facebook advertising can be narrowed down to demographics and you can build upon the engagement gained from “talking to” specific audiences.

Media Monitoring

There are many different types of media monitoring tools. Some may just help you monitor when your name or keywords you select are used. However, others can be more robust and more thorough. There are tools that monitor offline media as well as online channels. Media monitoring tools that monitor real time social data can help you quickly decipher and segment your big data information and quickly market to them based on a combination of trending topics and their preferences. You can continue to further explore how media monitoring can assist you with your big data marketing efforts.

Summary and Conclusion

Big data doesn’t have to be a big puzzle for your company. Media monitoring tools can work in conjunction with big data in ways that you might not have imagined. Using media monitoring tools to help identify segments and further improve upon engagement and goals is a great way to help cut through the bulk of all that data and utilize it in your marketing efforts.