Data analytics
We believe that data analytics is the basis for the beginning of any brand creation, as well as its further development and its activity. Such activities do not necessarily have to involve exclusively the sales of products, but also communication with people, in order to create a long-term and sustainable connection between the brand and people.
Data analytics can reveal demographic data about where our customers, that is, people are, what their habits, wishes and interests are, as well as in advance projections of possible expectations of people’s behavior and activities. Thus, the brand itself can be directed and guided in making timely decisions, which will be relevant for the people themselves.
Although it may seem incomprehensible, analytics is also extremely important in the creative process. It gives us both basic and slightly more detailed information about how the brand should be presented, or how certain marketing material should be designed, as well as on which media channel its communication will have the best effect (television, internet, print, radio, and similar). It is this close collaboration of data and creativity that offers us the opportunity to design campaigns and projects that will be relevant to people and that they will be able to easily understand and accept.
People unconsciously produce data every day. Such data are found everywhere, and they can be presence at shopping centers, time and day of visit, time spent in stores, eye-vision height, interest in certain products, colors that attract them the most, websites they like to visit the most (but also why) , how much time they spend on websites or applications, which brands are close to them and which are not, what they find attractive and what they find repulsive. The data can also be different spheres of interest, from what kind of books they want and like to read, what shows they like to attend or watch, to how the store should look, how the sellers should treat them and what they actually expect from contact with a brand. The data obtained in this way are analyzed in detail and do not always have to prevail in favor of the majority, but brands can use the data to improve their services and way they approach the market and oppose the competition.
Data analytics helps companies to make sense of the actions and to have clear prediction of future trends and people behavior.
The uniqueness in design and work of Foster + Svensson for its clients lies in its dimensional aspect. We carefully consider where designed material will be used, placed, published, or broadcasted, since every communication channel has different way or approach. That means that very same message or visual will look differently on digital, compared to print, however it will follow the brand form and aesthetics, but designed for that certain communication channel. In our work we celebrate the space, use variety of available graphic elements, from visual to vocabular, all aligning according to design standards and principals, respecting hierarchy of message delivery. Our designs are also carefully crafted, targeting the right audience with relevant offer and aesthetically pleasing visuals and wording. We also use human phycology and shopper experience when we create designs and solutions.
It sounds simple but it’s not that easy in real life. Data is everywhere, and people produce data sets every day, whether they do it intentionally or not. Simple daily tasks such as walking to the office, preparing coffee, typing messages and cell phones, checking the weather reports or doing any specific action before making a decision what to do or how to perform are the forms of analyzing and using data. It seems simple since our brain, the “biggest and smartest” computer, is doing it as per defined matrix so we can make a decision.
Data analytics or much more often called “Big data” is important across many industries since many leaders are using data to make relevant business decisions. Some of them are using different tools or apps specialized for data modeling, analytics and performance that measure variety of dimensions, from market and customer segmentation to regulatory and governance compliance, or marketing campaign optimization.
Data analytics helps companies to make sense of the actions and to have clear prediction of future trends and people behavior. This is making of informed choices based on what data tells us. Data analytics can help to gain more visibility and a deeper understanding of processes and services. It gives detailed insights into the customer experience and customer challenges. By shifting the paradigm beyond data to connect insights with action, companies can create personalized customer experiences, build related service or a product, optimize operations, and increase employee productivity.
It doesn’t necessary mean that data analytics is related to external communication and sources. It can also be used internally, where companies can measure and perform activities of its employees and partners, provide feedback on company’s internal perception and management, all to collect, gather and enhance its brand reputation and upgrade of policies and procedures which may speed-up processes, decision-making, delegation and make clearer roles. In this case, an example of employer branding, we would say.
Data analytics is often confused with data analysis. While these are related terms, they aren’t exactly the same. In fact, data analysis is a subcategory of data analytics that deals specifically with extracting meaning from data. Data analytics, as a whole, includes processes beyond analysis, including data science (using data to theorize and forecast) and data engineering (building robust data systems). At Foster + Svensson we created a set of disciplines and grouped our data analytic services in several main streams with its corresponding components.
Over the years we designed, developed, and created work for clients including Telenor Group, The X Factor, Raiffeisen Bank, Samsung, Huawei, Hisense, Uniquely Abled Center, Ringier Axel Springer Media, Eubylon, Oaza Zdravlja, Richter Gedeon, Apothecary, Frajni, Duboka Water, to name a few respective clients.