Insight Director, Media Insights & Analytics Team
"I want to elevate the Key Account Insight team to a whole new level by providing clients with further personalized and diversified services, becoming the drive for business growth in Meltwater Greater China."
Vivian joined Meltwater in 2015 as a Media Analyst and promoted to Key Account Project Manager within 3 years in 2018. When asked who's the best at analysing analytics and generating insights in the office, everyone would mention Vivian. She is a news lover, especially in war or poverty-related subjects. Although she studies Journalism in the UK for university, she did not choose the traditional route of becoming a journalist. Instead, she joined Meltwater and applied her passion for news and media here. Since 2015, she has lead our Key Account Insight Team to success through providing innovative and intuitive media analysis and counselling services for a plethora of clients.
Q. What was your initial perception of Meltwater when you first joined?
During my first two weeks here, I just thought this was a very fun company. At the time we had a snooker table and a ping-pong table and we would always play a few rounds when we were on break. However, as time passed, I realized that even though everyone looked very young, they all were incredibly driven and career focused. I think Meltwater has a very mature training system, and that includes items as insignificant as time management.
I realized that even though everyone looked very young, they all were incredibly driven and career focused.
Q. What was the most exciting thing you have encountered at Meltwater?
I won’t say this is exciting, but I’ll tell a story that really touched me. In 2016, before I got married, there was a period of time where I was particularly busy. One day when I’m having a meeting, my colleague asked me to come out, saying that there was some emergency issue with a client. And when I got out, suddenly the Wedding March started playing in the office. My colleagues surprised me with cakes and flowers and I even got a thank-you card from our China Area Director, Ewan.
Q. What do you think of Meltwater China?
I think Meltwater has always been in the lead over the past few years. Media monitoring is like a large cake with many other consulting firms fighting to get a larger slice. Specifically in China, there are a lot of media monitoring companies that focus on traditional media outlets. On the other hand, we provide a more comprehensive service, allowing our clients to have real-time
media monitoring globally in 52 different languages! Especially after we acquired Klarity, we are now able to provide solutions that are even more tailored to our local market with directly sources data from Wechat, Weibo and other major Chinese social media platforms.
Q. So I heard that you have earned the title of “Queen of Reports” at Meltwater? How did you attain this esteemed title?
Firstly, I have to credit Meltwater for providing us with such a powerful platform that lets us harvest all this data. Using our platform, my team and I use it to grab data which is then turned into insights. We focus on identifying the causes behind trends in the data, exploring those trends and then turning them into findings we can use to advise our client's marketing strategies.
For example, in a field like insurance where there is increasing product similarity, we would help our insurance clients use big data to look for ways to differentiate themselves from competitors. By looking at the frequency of certain keyword mentions, we are able to, for instance, identify that “high price-performance ratio”, “reliability”, and “internationalisation” are what customers are looking for.
Not only do I pay attention to what customers are looking for, I also look for news originating from the organization, for instance publishing of company business data and quotes from executives that are being used in the media. These are often things that our clients forget to look into.
Another interesting example would be makeup brands: through listening to the community, we can list out products that were most discussed. Our reports are not just beneficial to marketing, but could also be referenced for stock management.
We focus on identifying the causes behind trends in the data, exploring those trends and then turning them into findings we can use to advise our client's marketing strategies.
Q. How do you balance work and family?
Since weekdays are always busy and super packed, I would always make sure to relax during weekends. Cooking with my husband, taking a walk in the part and playing with my cats are few activities I do to relax.
Q. What would you like to see Meltwater achieve in 2018?
In terms of work, I want to elevate the Key Account Insight team to a whole new level by providing clients with further personalized and diversified services, becoming the drive for business growth in Meltwater Greater China.