When I joined Tribal Technologies, the only analytics being captured were basic application metrics. To better measure the effectiveness of our social good campaigns, I led the development of a social media consumption engine from the ground up. By integrating purchased social media data feeds with our internal analytics, and incorporating sentiment analysis tools, we were able to track program-specific impact in near real time. This system powered dynamic dashboards that provided actionable insights into key success metrics and areas for improvement, helping us fine-tune marketing messages and maximize the effectiveness of each campaign.
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