PulsePoint Group helps clients harness the vast digital landscape to understand brand reputation across channels, influencing marketing strategy for billion-dollar companies. PulsePoint consultants use social media monitoring tool Brandwatch and media measurement tool IQ Media to attribute sentiment, key messages, and other variables that influence public sentiment.
PulsePoint purchased the Tableau platform, including Desktop and Online, to empower clients to dig into their own data. Partnering with Alight Analytics, the creator of the ChannelMix data aggregation platform for marketers, PulsePoint can bring data from sources like Brandwatch and IQ Media directly into Tableau for analysis. And data infrastructure setup is included in the ChannelMix platform, so PulsePoint consultants dive into the data right away.
Today, PulsePoint’s clients can access Tableau dashboards on a daily basis to understand how their reputation is performing in real time. They can also look back on data from previous months or forecast future occurrences.
“If they say, ‘I want to understand what happened in January,’ they can just change the filter on the Tableau dashboard and they can see January’s dashboard. It all lives in one place for them.” says Brittany Paxman, Senior Director and leader of the analytics practice at PulsePoint Group.
According to Brittany, most companies conduct a brand reputation study once or twice a year. “You could be going down the wrong path for six to 12 months before you realize it, because you don't have the new data,” shares Brittany. “The biggest, most significant impact [of Tableau] is that clients can adjust and respond pretty quickly.”
Today, clients can slice and dice data to track changes in brand perception, digging into dimensions like categories or product names to understand the root cause of changes.
“The ability to add filters and easily segment the data by just dragging a dimension allows us to spot the factor that's dragging down a client’s reputation. It's this topic or it's this brand or it's this division.”
“[Tableau] serves two purposes. First, it's operational. So on the day to day, they can just know everything's OK, or something is wrong and we need to take some action really quickly. It's also analytical in that it allows them to segment that data in ways they never could before.”