Where do we use this?

A KPI is the primary metric used to measure performance. It should always be pre-agreed with the client.

How long does it take?

We can determine business KPIs immediately, provided all info is available.

What's the nitty-gritty?

Identifying a KPI is relatively straight forward, it is the primary statistic you are looking to influence through your activity.

KPIs should always meet certain criteria.

They should be relevant, measurable and influenceable.

You must be able to measure the impact of the activity.

These criteria can be vetted by a DAN analyst to help avoid potential issues.

KPIs should always be agreed on with the client to ensure they match expectations.

Where do we use this?

When there is a campaign going live and you want to have ongoing feedback on its performance.

How long does it take?

It's ongoing during a campaign and requires a couple of weeks' advance notice.

What's the nitty-gritty?

When a campaign is live it is often advantageous to track its performance as it happens, this allows for ongoing tweaks where required.

To achieve this, we look to aggregate all required (and available) data on an ongoing based and provide insight where required.

Where do we use this?

When you are looking to track the social activity around a client over time, particularly during campaigns.

How long does it take?

This is either ongoing or for select periods, such as during or before/after campaigns.

What's the nitty-gritty?

Social Listening is a process whereby we monitor the social channels of clients and general mentions, offering real-time feedback on all aspect of social engagement both from the client and customers, including, sentiment analysis, emotion analysis, keyword/phrase analysis and topic analysis.

Where do we use this?

When you're looking to measure customers personal opinions on any topic, particularly a client’s brand or product.

How long does it take?

This takes 2 weeks minimum, depending on scope and availability.

What's the nitty-gritty?

When looking to gather information on the opinions that customers have about a brand, product or activity, we highly recommend carrying out a robust survey analysis.

Through this we can provide a bespoke approach, gathering specific information that is not going readily available from other sources.

Surveys are useful for several reasons:

1. They gather a significant amount of data
2. Questions are specific and highly relevant
3. Decisions can be made based on actual customer opinions around the specific brand or product
4. Surveys are particularly good at gathering data on competitors, not otherwise available

Where do we use this?

If you want to know if a group who have experienced an "action" feel different to a group who haven't.

How long does it take?

It depends on data availability. Generally, this requires a survey, which may take a couple of weeks to set up, and a week or two to complete.

What's the nitty-gritty?

When a client is looking to establish the impact of some action having taken place, that has presumably had some effect on a certain cohort.

A/B testing is an analysis used to determine that impact.

It works by measuring the impact on those that have experienced the action (A) and then comparing it to those that haven't (B).

Where do we use this?

When you have a target audience but are unsure how best to maximise your message appeal.

How long does it take?

It can be completed within an hour if data is available. It can also take longer time, even up to a week depending on complexity and data availability.

What's the nitty-gritty?

When developing a brand message, it is important to connect with the target audience.

Through customer profiling we are able to deliver insight on message position and how best to communicate with a target audience.

Where do we use this?

If you have a piece of text but would like to increase the emotional contents to favour a particular set of emotions.

How long does it take?

This can be completed within a couple of hours.

What's the nitty-gritty?

We have the ability to break down a piece of text and identify the emotional contents, from here we can influence these emotions by offering suggestions for alteration.

Where do we use this?

If you want to identify groups of posts focusing on a general topic.

How long does it take?

This can be completed within a couple of hours.

What's the nitty-gritty?

Topic analysis works by classifying one or more pieces of text into generalised pre-defined topics, examples include politics, sport, music, education, religion etc.

From this we are able to produce groupings of text matching specific topic criteria.

This can then be used to identify the main topics of discussion among a particular cohort.

Where do we use this?

If you want to identify the specific people, places or things being talked about on social media.

How long does it take?

This can be completed within a couple of hours.

What's the nitty-gritty?

When looking to identify keywords or phrases that are occurring frequently across multiple texts or one single larger text.

The goal of this analysis is to identify specific people, places, items etc., that are being frequently mentioned across the text(s) and provide a measure of this frequency.

Where do we use this?

When you have one or more pieces of text and want to know how positive or negative the sentiment of the contents is.

How long does it take?

This is about an hour's worth of work.

What's the nitty-gritty?

Sentiment analysis looks at the content of a text(s) and assigns either a negative, neutral or positive sentiment to that text based on its various components.

In the case of multiple texts e.g. tweets, we can provide a count of positive, negative, neutral or an average score over a subset (time period) or total.

Where do we use this?

If you want to identify the emotions conveyed in a particular set of social posts.

How long does it take?

This can be completed within a couple of hours.

What's the nitty-gritty?

Emotion analysis provides a method of understanding the strength of various emotions being conveyed in a piece of text.

This can then be expanded across multiple texts, i.e. social posts, to give an overview of the emotions being conveyed in response to a brand or its marketing/social activities.

Where do we use this?

When we want to get a better understanding of a target audience.

How long does it take?

It can take up to a few of hours if data is available, while a survey may take a couple of weeks to complete.

What's the nitty-gritty?

Customer profiling is a process whereby we identify the breakdown of various characteristics within a target group.

These characteristics can vary, but are generally based upon age, race, income, housing choices, household structure and other demographic information.

Depending on availability of data we are also able to add social activities, such as hobbies, interests and online activity.

Where do we use this?

When you wish to identify a target audience based on their characteristics or interests.

How long does it take?

It can be completed within an hour if data is available. It can also take longer time, even up to a week depending on complexity and data availability.

What's the nitty-gritty?

Customer segmentation is the process through which we take a large group of customers and then break them up into smaller, homogeneous groups, based on similar characteristics, identified through customer profiling.

The purpose of this is to provide clearly defined, independent groups, that can be targeted with a more group specific message/product.

Where do we use this?

When you have sales goals or a brand strategy but don’t know who the target audience should be.

How long does it take?

It can be completed within an hour if data is available. It can also take longer time, even up to a week depending on complexity and data availability.

What's the nitty-gritty?

Targeting is the process through which we can identify the optimal target audience to best meet predefined sales criteria.

A client may be looking for maximum sales value or volume, lowest churners, most frequent repurchasers, brand detractors or a specific niche in the market.

Our objective is to take these criteria and then find the optimal audience.

Where do we use this?

When you want to maximise the attractiveness of a brand or product to a particular customer base.

How long does it take?

It can be completed within a couple of hours if data is available. It can also take longer time, even up to a week depending on complexity and data availability.

What's the nitty-gritty?

Positioning is an analysis through which we gather information on the relevant customer base and their interest, opinions and inclination towards to a brand or product.

We then apply this to optimise the brand image/product, with the objective of increasing its attractiveness towards its customer base.