So who has insights? Your team does. But are you measuring to find what is hiding in plain sight? Most companies are not.
The holy grail for most marketing and communications professionals is finding that secret insight that illuminates the “why” behind consumer behavior.
If we know why people prefer or intend to purchase a product, or why certain product benefits cause consumers to choose one brand over another, we can grow our brand. It’s about market share, competition and creating an iconic brand – one that owns the market and lives forever, right?
To that end, media measurement should be helping us to study what works, improve on it and maximize messages and tactics that consumers respond to well. So how do we measure to get insights? It’s easier said than done but start with some simple steps.
- Collect data. What do you want to figure out? Collect only the data that matters. Most measurement is done at the “article” level so that we can look at groups of messages over periods of time to compare what works. We are not just counting. We need the context of what we were saying when and where. We might need to collect data about our competitors and across different media channels to see where we fit in the grand scheme of our brand’s market.
- Enhance data. What do you want to figure out? We have to read to see if certain qualities exist. We can read what other people say and what we put out there. The act of reading through articles educates us about what consumers are seeing and thinking. How can we change and improve what they see and know about a brand? Not everyone is good at doing this sort of thing. Sometimes we have to train “readers” to enhance the data, but it’s well worth the effort.
- Summarize insights. Even a person who did not read the data can look at comparisons and start to see patterns and mathematical conclusions about what worked and what didn’t. They begin to understand messages and evaluate market positioning. When a team brainstorms about these findings together, there often emerges an insight or two that can lead to changing the strategy for the brand. A team becomes more insightful when they behave like a think tank for their brand.
“The whole is greater than the sum of its parts.”― Aristotle
Gather your team to create your insights. But promise us that you will go one step further – take your newly minted insights and do something to grow the brand. Yup – we’ve just arrived back at the goal setting and actionable part of a good measurement and communications cycle.
Want to talk more? Reach out to Debi Parcheta with your questions and comments.