Interpreta los insights y actúa de forma estratégica

How to interpret data in listening strategies?

Data analysis and interpretation are crucial to the success of any listening strategy. To make the right decisions, it is important to distinguish between the quantitative and qualitative duality of the data we collect. When carrying out a listening strategy, it is necessary to follow a methodology, use appropriate measurement tools and give a visual dimension to the results, such as through a dashboard.

What aspects does the listening methodology cover?

The first step to a listening strategy is to develop and understand a methodology. The methodology presents seven fundamental steps that will help you structure your planning and obtain conclusive results:

1. Context: Define the objective and keywords for your strategy.
2. Tools: Select the right tools and determine the periodicity of data collection.
3. Execution: Monitor the chosen platforms and record the information in an Excel document.

A good example of how this methodology works can be seen in the case of Bimbo, which illustrates how to detect an opportunity and execute a strategy with successful results.

How to work with the Excel document?

An Excel document is your ally to organize and analyze data. The document mentioned in the course has four tabs on which it focuses:

• Quantitative: To understand what is happening with your strategy.
• Qualitative: To unravel why certain phenomena occur.
• Keywords: External monitoring of related mentions.
• Monthly data: To prepare the report that you will feed into a dashboard.

In each Excel table, it is crucial to add insights and conclusions that will guide your decisions. This data will help create a visual presentation, such as a report that highlights positive, negative and neutral mentions of the brand on social networks.

How to create an effective dashboard with Google Data Studio?

Using Google Data Studio allows you to transform Excel data into powerful visualizations for strategic analysis. The process of creating a dashboard involves:

1. Importing data: Copy the URL of the Excel document into Google Data Studio.
2. Configuration: Adjust the dimensions and metrics to show positive, negative and neutral mentions.
3. Visualization: Select the most appropriate visual option, such as bar charts or comparison tables.

By creating a report in Google Data Studio, you can identify trends and compare them between different networks. For example, if Twitter concentrates more negative mentions and YouTube more positive ones, you can adapt your strategies accordingly.

What recommendations to follow to maintain a good digital reputation?

Maintaining a healthy digital reputation is vital. Here are some recommendations:

• Use images: If you find that images generate positive sentiment, incorporate them into your posts.
• Pay attention to comments: Be alert to negative comments that may indicate problems with your product or service.
• Continuous monitoring: Be sure to regularly examine metrics and adjust your tactics based on listening data.

Sharing your dashboard and findings in the community encourages collaborative learning and the exchange of insights. In addition, constant data analysis will allow you to adapt and optimize your digital strategies on an ongoing basis. We invite you to continue to deepen these practices and share your experiences and findings!