Why do we need Social Listening?
Accurate contents and services require a precise understanding of consumers’ needs, especially insights into data of direct conversations between consumers and brands (chat with customer service, comments, etc.). Though Tmall and JD have now provided brands with multiple data management for tracking and improving the business, such as “Biz Advisor”生意参谋, “Data Bank”数据银行, the dimension of such analysis stays on the quantitative level, leaving a large gap in data based on consumers’ semantics and leading to “rich data but poor consumer insights” for many brands.
The value of Social Listening
Methodology of Social Listening
Consumer insights through digital closed loop
- We know that the new generation of internet consumers are more willing to share and express, but how shall we listen from so many crowded voices, and how shall we collect those data? This is the first step of Social Listening — data collection and cleaning;
- With collected data, how shall we format various types of data and interpret consumers’ voice more efficiently and precisely? It naturally goes to the second step — data process and classification;
- After the classification, how to apply the classified data into business insights, requires the third step — data insight analysis; In the end, it all comes to continuous Social Listening tracking and monitoring, capturing unsatisfied consumer needs and be able to take actions on time to maintain consumers’ satisfaction.
Multidimensional insights through the pyramid model
The advantages of Social Listening
Integrated Data Platform Powered by Smart AI: no matter where the data are stored, they can be easily connected to our platform; with extensible open data resources, the back-end API can be quickly accessed and utilized; internal and external databases of the enterprise could be easily connected, all data resources integrated in one platform.
A One-Stop Solution: from data collection and modeling, analysis, visualization to monitoring, a “consumer-oriented” one-stop data analysis system is constructed.
Consumer Insights Report: eTOC professional consultants could help you sort out the most important information and present to multiple teams in the form of visualized report.
Continuous Data Tracking & Monitoring: the data analysis model constructed by Social Listening provides automatic monitoring and management algorithms. With continuous monitoring and analysis, it learns the disadvantages of the product for constant improvement, finds out sudden problems in time and in turn guides product development and marketing promotion strategy.