The predictive power of online data

Predicting cellular traffic in order to optimize capacity in customer care centre has been happening for years. Another option is to base your predictions on online data in order to determine necessary capacity within, for example, the web care team, or to gain insight into (reoccurring) events. In this blog I will explain how it is possible to predict the future through online data.

Events

Are you organizing reoccurring events for your company? When looking at the messages placed during annually reoccurring events, you can easily find points of improvement for future years. For example, improving sound insulation during break-out-sessions, and figuring out solutions for small areas. By monitoring messages around the time of your event, you gain insights that you would otherwise have missed. This is mostly due to the fact that feedback through social media is often unsolicited and unaccompanied.

Bank holidays

If a certain holiday is important for its connection to a given campaign, I sincerely recommend analysing what people have to say around the time of the holiday. Search for messages with relevance towards your organization, products or services. You will most likely discover something worth preparing for this year, or you might be inspired by other organizations.

How great is it to monitor specific needs, and subsequently play in on that same need in real life? It doesn’t get more relevant than that! For example, analyse a report of what people have to say during Valentines Day, and whether there are certain needs you could use to your advantage. As an example of this, in narrowcasting you can see what people have to say, and wish for during Valentines Day.

Launching a product or service

You can always expect questions to be asked when launching a new product or service. It is nice to have insight into past questions asked, when launching a product or service. For this you can retrieve personal and competitive data on similar products. You can choose to focus on the web care teams volume in preparation for a higher capacity during this period.

Or, how do you feel about researching the need for a certain product or service prior to deciding to launch it? In the report below I dabbled in the branch ‘marketer for diet coaches’ and researched what sort of online data that I would have. I searched what people had to say about losing weight and dieting, but also what is said about the wish to lose weight. I used data from 1-1-2015 up until 1-1-2016.

In the first graph I discovered that up until May, there was more talk about losing weight and dieting in comparison to the second half of the year. Just before years end, a slight peak reoccurred. In the second graph you will notice that people determined to loose weight, have more negative words to say then positive.

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By reading the messages I now know what people substantively have to say about losing weight, and what platform they tend to use.

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Furthermore, when they have location turned on in their phone, I know where in the Netherlands things have been said.

Now the who, what, where and when are known, as a marketer, I have a better understanding of why people need a diet coach, and why our service needs to shrink.

Learning from a crisis

Do you remember where it went wrong, when a very influential person shared a complaint with you? His followers started asking questions and shared the same complaint with their followers. They fully related to the issues. What steps did you take then to manage reputation damage? As you can retrieve historic data in reports, it is possible to learn from the past.

In addition, we offer you and your team the possibility to travel back in time, to the moment of the crisis, with the Crisissimulator. During the training, the messages will rain in at the same rate as they did at the time of the crisis. All components are discussed, such as signalling, monitoring and replying to messages together as a team. After the training your crisis communication will be stronger, as you will have had the opportunity to analyse all the actions directed.

Want to do more with online data?

Are you familiar with the different ways in which to use online data? Then you know how to search and retrieve the correct data. Would you like to do more with online data? Don’t hesistate to contact us via info@obi4wan.nl or just give us a call on 085-210 50 60 and we will be happy to help!

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