Interview: Ogilvy Head of Data & Analytics Julián Esbri on Empathy, Creativity, and Agility, Inspired by Brandwatch Insights
By Isabel PeláezSep 23
Combining high-quality mobile survey technology, a robust polling methodology, and expert data analysis,
our bulletins will be essential reading to get the pulse of the nation
Published October 9th 2014
With millions of conversations happening all over the web each day, it can be a long and tedious task trying to figure out what exactly your target audience is talking about.
That’s where handy tools like Brandwatch’s Topic Analysis come in.
At its core, this technology is built to listen and to help you understand the social posts that matter most by amplifying conversations with meaningful insights. You can filter those conversations by language, geography, social media channel, volume, sentiment, and so on, but there’s one chart in particular that is extremely helpful and easy to understand.
Watch and learn!
All in all, Topics Analysis is superb at finding the opinions and feelings behind any conversation relevant to your business.
For example, if you’re a costume retailer, you might want to know which costumes are trending, how people feel about wearing them, when they’re mostly talking about them and which events you can tap into. You’ve guessed it:
Topics Analysis saves you plenty of time by sifting through all the social conversation relevant to your business to discover recurring themes. This way you can focus on the most important and popular daily discussions that really matter.
All you have to do is save your keyword searches (Queries) to monitor and dive into on of our colorful Dashboards.
Our default Dashboard will give you a good overview of your Query’s data and key topics, or you can choose to build up your Dashboard from scratch by adding Components as demonstrated below.
Now look at all that precious data! Our topics clouds will tell you instantly what the most popular words and phrases are within the mention of your brand. They’re scaled according to size depending on the volume of posts within that topic. The more popular the topic, the greater in size. Simple.
Each topic can also be scaled by burst, which is the rate the topic has grown over time.
Consider you’re designing a campaign for Halloween later this month. With Topic Analysis, you can identify the themes being discussed in the context of Halloween and discover new topics as they emerge.
Clicking on an individual topic will provide a more granular look at words and terms and how they relate to the topics of conversation.
You have to ability to click into these topics and ‘zoom in’ to discover Subtopics, the common themes surrounding the key topic, or to view all the mentions that are commonly found within that term.
Zooming into what’s being talked about helps you further understand what your audience are discussing, why they hold those opinions and how you can better engage with them. It can also alert you to any positive or negative brand associations so you can stay on top of any potential opportunities or threats.
Here we’re showing all the mentions within ‘can’t wait’, which itself is a top phrase of the query for Halloween.
Another cool feature within the Topics Cloud is the inclusion of custom-created tags and categories, colored pink and blue accordingly. This allows you to quickly see all of their categorization features in one place, presenting the topics within the categories as well.
There are several ways in which you can view the Topics Component.
Your key topics will automatically appear in dark grey but the colors can be modified so you that sentiment is reflected in the presentation or the Brandwatch color palette.
You can also select the data table view, giving you detailed statistics about each single one of the topics. This can all adjusted by clicking the view tab on your topic cloud.
Remember, you can click into any of these topics to find the individual mentions and topics behind them.
Next Thursday we will be taking you through how to find mentions from specific locations and filter by geography. We’d love to show you more, but to really discover the power of Brandwatch, why not try a free demo or check out some of our previous #brandwatchtips videos?
Combining high-quality mobile survey technology, a robust polling methodology, and expert data analysis, our bulletins will be essential reading to get the pulse of the nation.