"Data-Driven Storytelling" - feat. Rachel Swanson, Method + Mode Research
Future Commerce · with Rachel Swanson · April 19, 2019 · 50 min
Summary
This episode emphasizes the importance of moving beyond raw data to "data-driven storytelling" for ecommerce brands. Rachel Swanson, founder of Method + Mode, shares how integrating market research and human insights with data can unlock a deeper understanding of customer needs and drive business growth, using the Future Commerce podcast as a case study for audience analysis and brand development.
Key takeaways
Don't just collect data; actively seek to tell a story with it to understand customer behavior and preferences.
Consider external facilitators, like market research firms, to help connect disparate data points and translate them into actionable business insights.
Utilize audience surveys to inform content strategy, brand messaging, and identify gaps in your understanding of your customer base.
Even with abundant data, human connection and interpretation are crucial for deriving meaningful conclusions that machine learning alone cannot provide.
Consistency in content delivery and brand messaging is highly valued by audiences and contributes to community building.
In the age of brands having veritable lakes of data how do you action and champion the story behind the data - how do you use it to bring real insight into who your customer is and what she wants? In this episode we sit down with Rachel Swanson, founder of Method + Mode, a market research firm, to take some of Future Commerce's own medicine - to listen to our audience and learn from the data that was generated from our first-ever audience survey.
What does this episode say about analytics & attribution?
Don't just collect data; actively seek to tell a story with it to understand customer behavior and preferences.
What does this episode say about brand & content?
Consider external facilitators, like market research firms, to help connect disparate data points and translate them into actionable business insights.
What does this episode say about founder & leadership?
Utilize audience surveys to inform content strategy, brand messaging, and identify gaps in your understanding of your customer base.
What does this episode say about analytics & attribution?
Even with abundant data, human connection and interpretation are crucial for deriving meaningful conclusions that machine learning alone cannot provide.
What does this episode say about analytics & attribution?
Consistency in content delivery and brand messaging is highly valued by audiences and contributes to community building.
