March 09, 2017

Know Your Audience: Why Analytics Are Crucial

Main Scopio blog image

We know, we know. Unless you’re a statistician or were the teacher’s pet in your high school math class, mining data, laying it out on graphs or spreadsheets and crunching numbers might not thrill you out of your seat.

But if you want to see growth, engagement and tune into your audience — and we’d like to know who doesn’t — analytics should be an indispensable part of the old marketing plan.

Surprisingly, though, not everyone is completely on board with this. According to a survey from the Association of National Advertisers, a mere 10% of senior marketing executives say their company is “very effective” at gathering insights from their customer base and using that knowledge to ramp up performance.

Is this because today’s marketers are in over their head? They just might be: ANA’s survey also stresses that marketers are in danger of adopting a “do it all” approach to their jobs — a method that leaves little time for analyzing graphs and tables effectively.

Luckily, not all of a company’s number-crunching has to be done in house. Scopio’s image search engine and licensing platform is more than just a way to discover and use authentic photos and videos. It also allows you to track what people are saying about your brand based on geolocation.

Here’s what happens when you let Scopio’s platform go beyond the basics with your data. And trust us — it’s definitely worth it.

You’ll Learn About Your Fanbase

Know Your Audience: Why Analytics Are Crucial
With your customer base and analytics, it’s essential to go beyond the abstract. Photo by Elena Krumlowsky.

How well do you know your customers? As a marketer, you’re probably all too familiar with your target demographic. Chances are good, though, that some valuable clues are getting lost in the mix. It’s time to put these to use and see your customer base as is.

Using the power of geolocation, we’ll detail who’s attending your events or showing up to your brick-and-mortar locations. This includes information beyond age and gender. We’ll decipher exactly what your audience is passionate about, whether it’s eco-friendly fashion, state politics or even a sports team.

Scopio finds this through your topic clusters, or groupings of what your audience is interested in. Take Black Enterprise‘s Tech ConneXt Summit in October 2016 — a massive gathering of black leaders in the tech industry. Scopio discovered six distinct topic clusters from the general to the ultra-specific, including technology, entrepreneurship and even Noirbnb, the race-friendly answer to Airbnb. After the conference, organizers could go above and beyond by following these topics closely.

It’s one thing to tweet at your followers, but it’s another to build on the human connection you both have.

You’ll Discover Your Network

Your company’s social media feed doesn’t exist in a vacuum. Though you post thought-provoking articles on Facebook, relevant tweets on Twitter and carefully craft your brand’s identity on Instagram, what’s the point without a dedicated audience?

That’s exactly why measuring just your own social engagement won’t cut it when you’re trying to hone your approach on social media.

Again, let’s reference Black Enterprise‘s Tech ConneXt Summit. The event hosted over 500 attendees and posted from their own Twitter account, but the social reach of the event was much higher than you’d think. Altogether, posts from Twitter, Facebook and Instagram posted from everyone at the conference reached over 77 million people with a high of nearly 300 posts per hour.

Scopio’s analytics will help you see beyond the web of your own data and toward the massive amount of people you reach when others post about your brand on social media. That’s not all we’ll help you with, though.

Scopio will also pull the most popular hashtags and keywords posted during your event or at your company’s physical location, including data such as the number of posts, amount of posters and social reach. These can be difficult to find on their own, but they’re immensely useful for finding what makes your customers tick.

You’ll Meet Your Top Influencers

Know Your Audience: Why Analytics Are Crucial
It’s not always about the number of followers you have — it’s about the stories you tell and the authenticity you show. We’ll use analytics to help you meet your most valuable influencers. Photo by Danielle Breen.

Forbes contributor Daniel Newman notes that influencers are the metaphorical “golden geese” of marketing. “People no longer trust ads,” he writes, “but they do trust people.”

Newman isn’t the only one touting this idea. According to a poll by influencer marketing platform Tomoson, influencer marketing is the “fastest-growing online customer-acquisition channel,” beating organic and paid searches and email marketing.

In other words, if you’re not familiar with your most devoted macro influencers, it’s worth it to seek them out. These respected thought leaders drive a stream of interested followers toward you with their high follower counts and deep admiration for your brand. It’s the classic game of follow the leader.

These are the people who your company should directly engage with. A single tweet directed toward them creates a larger reach than one directed towards other customers or attendees. Scopio will help you pull these prominent social media users so that you can reach out to them and collaborate.

This data also includes your micro influencers — a devoted group you also shouldn’t take for granted. While still being big fans of your brand, micro influencers ooze authenticity, tell stories and reach niche audiences, and make stellar ambassadors for any brand.

Besides this, we’ll go through your analytics to pull the most common mentions from your conference. These people might not be directly in your network, but it’s always interesting to see what you’ll find. If your fans are talking to them, it’s likely that you’ll have something in common with them, too.

Scopio is the industry’s premier search and licensing platform for images and videos on social media. We help companies find and use the photos and videos that matter to their audience, from capturing content to evaluating the analytics on campaigns. Wondering about what we can do for your digital marketing strategies?  Request a demo with the button below or email [email protected] Featured photo by Noeau Kahele/Scopio submission.


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