Mapping consumer data

We created a data storytelling application for the Carrefour group’s store managers to highlight the importance of using social data. By combining consumer data, Google Trends data and data based on Twitter trends, we produced new insights into the anchoring of local products.

Problem

The Carrefour Data team wanted to produce an enlightening data visualization application to encourage store managers to make better use of data. The first challenge: to prove that new business information can be gleaned from the analysis of social media data.

Data

Three sources of data were used. Firstly, we collected consumer data from a selection of local products sold in-store. Secondly, we compiled Google Trends data that described the search volumes for these products online. We then collated data relating to the number of Twitter and Instagram mentions for these local products.

Method

In a first phase of research we identified the potential of this data to generate new knowledge and insights about the products. In a second phase, we designed visualization methods to present these insights. Finally, we developed, tested and deployed these visualization methods within a dynamic web application.

Solution

The application offers two reading levels. The first presents the key insights learned from the data. The second gives users greater freedom to explore data through different avenues, such as by focusing on a product, geography or the way a product is consumed.

Highlight

The application offers two reading levels. The first presents the key insights learned from the data. The second gives users greater freedom to explore data through different avenues, such as by focusing on a product, geography or the way a product is consumed.