Data. Insights. Conversions. These three words are thrown around quite a bit in the digital world, regardless of the industry. And the reason for their popularity is fairly obvious. The insights we derive from proper data analysis steer us towards ways of achieving increased conversions. A slightly less obvious observation, however, is the kind of data we use to reach these conversions…
When it comes to online user feedback, there’s a lot to be said about quantitative data (e.g. metrics such as Net Promoter Score, Customer Effort Score, & Customer Satisfaction) but still little is known about the qualitative side (e.g. open answers), or the ‘unstructured data’. While metrics such as NPS can easily be measured and displayed in charts or an Excel sheet, qualitative data isn’t quite as straightforward if you don’t have the means to analyse it. Enter Text Analytics.
https://mopinion.com/what-is-text-analytics-benefits/
Gathering feedback from your users is a crucial part of any design process. The way in which you can gather this feedback varies depending on what kind of questions you are trying to answer, the resources you have available for user research and at what stage of the product life cycle you are currently in.
https://uxdesign.cc/analysing-usability-testing-data-97667ae4999e/
Marshall explains the strategic role of social listening and reminds us that event-centric marketing- a key distinction of digital business - cannot do without effective social listening. In his role at Sprinklr, he helps enterprise marketers and researchers develop strategic relationships with online thought leaders. He is quite interested in combining data analysis and connections with people to learn what the future of business looks like - and help customers get there first.
https://www.martechadvisor.com/interviews/social-media-marketing-2/successful-brands-do-both-social-listening-and-brand-innovation-in-conversation-with-marshall-kirkpatrick-sprinklr/
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