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 August 28th 2014
Any of you with experience of using Brandwatch Analytics will know the key to finding useful data is writing that killer Query.
Taking advantage of our huge range of Boolean operators will allow you to find the data that’s truly relevant to your brand.
More importantly, it will help you sieve through the irrelevant data – which can all to often be connected to a brand.
The latest #brandwatchtips video talks you through the 5 simple steps needed to write a good brand Query.
Before starting your Query make sure you research the data you want to find.
Use Google, Twitter, Wikipedia, and corporate websites to search for the terms and phrases that customers use when referring to a brand.
Start your Query with the basic words and phrases surrounding the data you’re looking for – for example, the brand name.
Test this to see if you’re on the right track – then start adding more terms and operators to define your search.
Context and exclusion terms are designed to filter out the mentions not relevant to your Query.
Use the NEAR/ operator to add related context terms and ensure your results are relevant.
Use the NOT operator to exclude irrelevant terms and any spam. If you’re still seeing heaps of spam in your data, take a look at this blog.
Be sure to test your Query every time you add or remove terms to check if you’re still picking up relevant data.
Testing will also show if your Query has an error. Brandwatch will highlight the area with the error, allowing you to make the necessary changes.
Use pronouns such as “I”, “I’m” or “we” to find personal conversation surrounding your brand.
Writing a killer Query is just one of the ways Brandwatch gives you more accurate insights. To find out more take a look back at some of our other #brandwatchtips videos!
We’re uploading new episodes every Thursday so subscribe to our YouTube channel and keep an eye on our blogs to learn even more about our platform.
Now you know.
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.