We’re pretty lucky here at L2. Every day we get to come to work with some of the smartest and most creative people around. We get to spend our days hypothesizing, theorizing, strategizing, and, of course, pontificating. Well, we leave that last part to @profgalloway.
Data is at the heart of everything we do. We don’t base our analysis on our feelings or make recommendations based on how we think things ought to be. All our research is based on over 2,500 data points per brand, much of which is gathered on a real-time basis. This data is extracted, managed, processed, modeled, and reported on our internal data system.
That’s not the interesting part though. Any intelligence firm worth its salt can do that.
What’s interesting is how clear signals—the open rate of an email campaign, the number of Instagram followers a brand has, how many people have been to a website—can be modeled and processed together to tell a larger story about that which cannot be measured: the impact of different email strategies, the quality of social creative, the right priorities for digital investment. We’re interested in how to take the raw stuff of Google and Amazon searches and see greater patterns in how brands manage their platform relationships and which are winning and losing. We’re interested in what a brand’s digital presence tells us about how they are organized internally and what others can learn from top performers. After all, digital is a medium where everything can be measured, except—of course—all the important stuff.
The mandate of the Data Technology team here at L2 is simple. We make data:
We hope this blog will do the same for its readers. Our first post, which uses keyword text analysis to examine how two competing retailers perform on Google search, can be found here.