Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World

16. Making Reports Easy to Understand and Communicate

In the last several chapters we have talked at length about the different use cases for social media listening data. You should now have a better understanding of how that data can be valuable for groups other than public relations and marketing. Remember the maxim that we have reiterated throughout this book: “Knowledge is power.” If you are the person feeding information to product planning, strategic planning, or customer service, then you are at the seat of power within your organization.

Knowing the different applications of social media listening data is helpful, but unless you have a firm understanding of how to build a research plan (see Chapter 15, “Formulating Your Research Plan ...