Social Mapping Thanks To Data Analytics
The most important paradigm you will ever tackle is how to understand and remain relevant to your audience and customers. This can be daunting. How do you understand an entire group, a demographic if you will, and hone in on exactly what they want? Everyone is different, and everyone wants something different. More importantly, the content, products, and services that resonate with each is always evolving, from user to user.The number of data sources actively analyzed by businesses was expected to grow by 83% between 2015 and 2020?
How do you keep up? How do you even stay relevant?
The answer - the only answer - is through modern analytics, data collection, and having a relative understanding of the allocation of users and demographics.
The Value of Social Mapping
Social mapping is essentially the act of compiling data visually so that it shows the relative location of your user base, distributed by the many types of people that make up the structure, environment, and institutions of a demographic. For example, you might separate your users into male and female groups, or literate and illiterate. You can get even more specific by breaking down product owners, and non-product owners, or satisfied users with unsatisfied users.
By distributing your audience in this way, it allows you to hone in on elements and traits that affect your overall business and services. If you notice a trend among all the unsatisfied users, for instance, you know that trend is likely the cause for their dislike, and how to approach solving any issues. This explains why 96% of media and marketing executives are deeply committed to leveraging audience data, to transform their brands into a data-centric source.
Of course, that explains social mapping in a more general sense. Social mapping opens up many new opportunities for event planners and project administrators.
This also allows users and brands to see who their best networking and collaborative matches are. It also allows managers and event planners to see a more accurate representation of how their users and attendees are distributed across different KPIs or labels.
In short, you can see how your audience, event attendees and users stack up in relation to your offerings and their reactions. Another way to describe this is customer allocation, as you can see where your audience is distributed and how to better target them.
Welcome to the World of Demographic Intelligence
Today’s marketers and brand ambassadors spend nearly 80% of their time analyzing, interpreting, and putting data into action. To do this, they need to truly understand and parse the data they are collecting, through demographic intelligence, and social mapping.
Social mapping provides several opportunities that can help your business, event planners, or administrators. They are best laid out as the following:
- Visualize customer profile development for new and existing customers
- Use information collected to build cases for specific industries and platforms
- Accurately identify the level of users coming to your brand or business, and use that information to shape communications, messaging, content, and engagements
- Better gauge the level of interest from your audience, with better insights into parties that are more likely to invest in your offerings
- Build better strategies for targeting specific users, demographics, or even new audiences
Most of the social criteria can be aggregated and validated through a mobile customer experience program, with data-points like specific criteria or details for attendees, title or company matches, and even location specific details. You can hone in on attendees from a particular region or area if you so wanted. This information is then further broken down per individual, all visible through user profiles and detailed characteristics.
Ultimately, social mapping can help you expand your reach fueling the ideas for new programs, creating unique and engaging content, and impacting future and present strategies.