As we learned in the first assignment and first couple of chapters, visualizing data can be a powerful tool for marketing researchers. There is an over abundance of data – and it becomes more powerful when managers can use it to make decisions that affect their marketing strategies.
In assignment one, I gave you a series of data and asked you to visualize it using excel or other method – to help show current users of popular social media networks. In this assignment, you will be tasked with finding the data for yourself, and then using tools to visualize the information and package it.
As we get into the class, we are going to find that an important part of marketing research is finding and using secondary data to help support your AlthleteTrax project. Finding the data is the first step. The second step is visualizing that data so it tells a story. The third step is to develop a point of view (POV) from the visualizations as it relates to the project or task at hand. Since the AlthleteTrax project involves digital and social media marketing, you are going to be tasked with taking raw data sets and forming charts that help visualize the story they are telling.
Listed below are raw data sets from 2013 on a variety of social media sites. The raw data is available here: http://www.pewinternet.org/2013/12/30/demographics-of-key-social-networking-platforms/
Your first assignment is as follows:
1. Pick one of the social media sites listed above (Facebook, Twitter, Pinterest, Instagram, or LinkedIn)
2. Using Excel, develop charts and graphs that showcase the following for the site you choose:
Usage, Men Vs Women
Age Group Cohort usage
Usage by Educational Attainment
Usage by Income and employment
Breakout of usage (Urban Suburban, Rural)
3. Please place your charts into a PowerPoint, and in summary, please answer the following questions in summary:
Do you feel the users of this social network meet the target market for AlthleteTrax (College Age, College Club Sports Managers?)
If so – why? If not – Why not?
Did any of this data surprise you? In what way?
4. Please save your PowerPoint as a PDF, and upload to slideshare and include the link in the comments section of this blog post. Be creative in your responses!
I look forward to seeing your visualizations and your POV’s on the data.
This report is all about the changing profile of the american family. If this was a regular report, you might have glanced over it, maybe taking in a few details and moved on. Betty Crocker went a step further. They provided the data in a way that was easy to absorb. This type of digital story telling is a becoming more common in marketing research.
Sure – adding pictures, doing a video, developing a microsite – those things take time. But that effort is well worth it when you are trying to force change within an organization or sell an idea. Based on my experience in CPG, this was done to drive change. It was done to show senior managers that marketing the same way they have always done may not work. The american family is changing, and so must the way we market to them.