Connecting the dots: How data integration boosts your insights

Focusing on one data source is like asking for only one side of the argument. You’re unlikely to understand why they’re arguing in the first place if you don’t hear all perspectives. To truly understand your customers or a particular audience, you need to see the complete picture.

That means bringing together all the information you can about them from multiple data sources: social media, performance data, CRM, paid media…whatever you can (legitimately) get your hands on. Because, as we know, people behave differently depending on the platform. What they say about you on X might be contradicted in your sales data. But being able to pick up on these nuances and understanding why their behaviour changes is how you build better strategies to engage them.

According to this year’s State of Social Listening survey, many of you are already doing this, with search data, survey data and web analytics being the most popular sources to combine with social media. During this webinar, we’re going to explore how a blended data approach can uncover patterns that wouldn't be visible through a single source.

Join us to discuss:

✅ Why social might not always give you the answers you need.
✅ What can we do to get answers?
✅ Where does blending data sources sit in mixed methods research?
✅ What other sources are important?

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