By Abby Friedges
What does selling cosmetics have to do with big data? There are many reasons big data is important in the Beauty Industry, but I'm going to tell you a couple ways critical ways data is used.
Consistency Across Channels
Data isn't always about the numbers. Data can be something as simple as rapidly communicating brand objectives to every member of the organization. Before social media and the internet, the communication process was slower. Messages from the top of the company to the bottom salespeople took exponentially longer than they do now. Because people are able to communicate faster, there are easier ways to deal with crisis. For example, in the beauty industry, every salesperson and advertisement should be cohesive. Because of data, everyone is able to send and receive messages that allow brands to be consistent. Tarte Cosmetics had a huge PR blunder this year with the launch of the "Shape Tape Foundation" the shade range was very small and excluded many people of color. The company consistently across social media communicated the same message which allowed them to recover quicker from the incident and provide the same strategic response to all employees and customers.
Measuring Brand Sentiment
Brand sentiment is how people talk about brands on social media. Big data changed the way people voice their opinions AND how companies respond. Good companies constantly monitor conversations about their brand and interject when needed. There is a huge difference between companies that actually take time to respond to consumers and companies that ignore the complaints of their customers. In the beauty industry, many people voice their opinions and recommend products to others. Using big data, companies can see what people do and don't like about their products/message. Good companies will value the opinion of the customer and fix the problem or use the consumer's input for their future products. This data allows the company to have a more positive brand message and give consumers the feeling that their voice matters.
Source/Inspiration
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