You know that social media conversations don’t exist in a vacuum, so don’t get sucked into believing that you can measure social media’s influence by just measuring the web. You have to look at its influence on the real world, specifically, in how it drives in-store behavior.
That’s why we invented Pulse, our new real-time data and insights dashboard, to give you both sides of the story. Pulse integrates quantitative data from product sales with qualitative data from product opinions and insights in a single dashboard. It’s updated in real-time so you can see what people say to each other and what they actually do in the store. It really is a Pulse on your brand’s health.
There’s nothing like it in the industry. Not only can you analyze every status update, blog post, tweet, photo, video, conversation and recommendation shared by your advocates, but you can evaluate all that based on different customer segments and levels of price sensitivity. And you can view actual store transaction data to view weekly sales trends and the level of repeat purchases by shoppers.
Here’s a few examples of what you can do:
- Compare sales each week for a variety of customer profile groups
- Track trial and repeat purchase levels, and the consumer opinions driving them
- See what “family focused” shoppers are saying about you compared to “shoppers on the go”
- Evaluate the conversations influencing price sensitive people compared to those who “splurge and save”
- Learn what types of customers buy each variation of your product compared to competitors
- Monitor the reviews, ratings, conversation topics and social dialogues from the customers most important to you
It’s easy to see how this can help during the critical early stages of a product launch, but the insights gained here can help a marketer in many more ways. In today’s AdAge article “Dunnhumby Launches BzzAgent Dashboard — With Some Help from Unilever”, Jack Neff wrote about the importance of leveraging shopper data and analytics throughout the organization. He spoke with Oli Bradley at Unilever, who explained how Pulse has benefited a variety of functional areas in the company including sales, brand marketing, market research and research and development.
“It’s not just for people in e-commerce or in brand,” he said. “R&D needs access so they can read firsthand what shoppers think about the taste of some of our products or fragrances or consistency, the kind of in-use characteristics they need to fix or improve on.”
“The tool is brilliant,” said Oliver Bradley, eCommerce innovation and shopper insights manager for Unilever, who’s spent the past six months with Dunnhumby working on refining Pulse. “I’ve seen a lot of dashboards in my time. I think BzzAgent Pulse is the best.”
As dunnhumby says, “Understanding data is one thing. Knowing what to do with it is another.” We couldn’t agree more. Let us help you take the guesswork out of social marketing strategy.