By now, data analytics has become a useful tool in most organizations’ belts, but many still fail to make optimal use of it. This is especially concerning for the media and entertainment industry, where consumer attention is fleeting, and any moment could be the last.
The key to making it work can be as simple as understanding just what it’s capable of – and so, without further ado, here are the three critical ways that clever use of analytics can keep your audience’s eyes on you, and always leave them wanting more:
1. Confidence
Well-employed analytics can keep track of how customers are doing, by observing what they engage with and how they’re doing it, consistently building a holistic understanding of what users are hoping to get out of their viewing and interactive experiences.
This means you can see problems coming and solve them with ease, but, to take it a step further, analytics can actually enable media companies to proactively engage users, with tailored initiatives to prevent dissatisfaction and concerns from arising in the first place. Retention is a breeze, when analytics can make anticipating the next best move so easy.
2. Comfort
One size, as it happens, doesn’t really always fit all, and this has become crystal-clear in today’s age of fierce individuality and perfect personalization.
This is why consumers are responding more positively to customized messaging – from uniquely-tailored problem-solving to curated watchlists, first-party data insights provide shining opportunities to create experiences that truly resonate with users. With the power of analytics and expert CX, a media company can go from being just another option among many, to cementing its position as a customer’s favorite safe space.
3. Control
Analytics can do a lot for the production of high-quality, personalized content, but it also plays a crucial role in evaluating—and improving—CX. It produces vital insights about performance and satisfaction, analyzing interactions as small as a single instant message.
These details add up, and by turning them into organized, understandable data, analytics can reveal just how much every interaction shapes the complete customer relationship, and even its future trajectory. Beyond that, it can even be used to take immediate action about identified areas of improvement, by recognizing patterns and avenues for success that can be directly integrated into future strategies and targeted training.
Knowing what you want is the first step to getting something, and the same is true for getting the most out of incorporating analytics into your operation. By keeping these three points in mind—and finding people who understand and help you achieve exactly what you’re going for—you can wield analytics with a sense of confidence, comfort, and control.
