Tech Talk: Data, Automation & Truth
For a brand, building an identity is a game of matrices. Bigger the bets, bigger payoffs, or sometimes, bigger failures. But what decides the gross efficacy of a strategy in digital, is the ability to effectively analyse and capitalise on the data acquired. Such is the firestorm of launching a campaign that without the reliable metrics, scaling and identifying key parameters is the single-most point of failure. In this delirious sport of brand analytics, automation offers a set of tools to identify, resolve and make strategic changes to campaigns.
The key challenges faced in identity building are visibility, indexing and comparative ratios, which are often sidelined, mainly due to the lack of tools to calculate such parameters. When it comes to finding the right product fit and achieving a digital niche, visibility plays a very vital role in determining so. One of the very first steps in scanning the perfect space to place a product or a brand is to understand the competitive bracket of the segment and obtain metrics for the same. Bottomline, metrics reflect the behaviour, sentiment and purchase power of a consumer base.
Identify “Tesla” with “Electric Cars”
Brand analytics skills, work on the industry principle of distinguishing a brand’s peripheral architecture by indexing its visibility and impression rate in the entire web network. For example, if brand “Tesla” wants to figure out what is the consumer sentiment on its brand, it first needs to find out what is the impression rate of ‘Electric Cars’ and then index it with the brand name ‘Tesla’. This simply means that one needs to associate the said brand with the ongoing search value for the said product. The algorithms scour the surface web to analyse these parameters and provide a metric ratio and overall impressions to identify the indices of visibility. Such a ratio, can be employed to strategise how and where the visibility and sentiments can be used, to increase reach and achieve a perfect product fit.
Analyse “Tesla” with “Waymo”
Comparative analysis on the other hand, help us comprehensively obtain figures (ratios) to understand the digital position of a brand with respect to the next immediate competitor(s) or even industry mover(s). This gives one the power of placements and widens the scope of definite targeting. When “Tesla” and “Waymo” are bot-analysed, we get a ratio, say 3.7, which reflects Tesla’s visibility over Waymo in the digital space, taking into account all brand aspects like demography, accessibility, visibility, engagements, sentiments and market behaviour. For a brand, this is a very crucial statistic to make conclusive studies on the effectiveness of their digital strategies.
This complex science of brand identity and analysis is achieved in the most simple fashion with a single line command. The platforms employed are no barrier, since automation is omnifunctional on the world’s most used platforms like Slack, Mattermost, Hangouts, Twitter and Facebook. Analytic results in a chatbox declare the power and beauty of automation and conversational metrics. Truth, powered by data.
- Aman Jain, Account Planning & New Business