by Eric Melin, Spiral 16, Manager Marketing & Communications

Companies today have a wide array of options when it comes to web and social media monitoring and measurement. Once you have collected all the relevant data for your brand or online market study, though, that’s when the real challenge begins.

What do you do with it?

The answer to that depends on the specific use that you gathered your online data for in the first place.

Are you doing a basic brand management study where you are looking for all mentions of your brand? Are you comparing your online presence to that of your competitors? Are you tracking a particular marketing campaign or product introduction? We quickly found out a few things: