brandwatch masterclass: campaign tracking
DESCRIPTION
London Brandwatch Masterclass Session, 3 October 2014TRANSCRIPT
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Using Brandwatch for Campaign Tracking
Michael Brackpool / Enterprise Sales
Jonny Sawyer / Enterprise Sales
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CAMPAIGNS IN THE SOCIAL MEDIA AGE
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What is a Campaign?
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Hashtags, emails, competitions etc.
H&M USA @hmusa
“All smiles from the first in line! We open our #HMTSQ store in less than 3 hours!”
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HOW DO YOU KNOW IF IT WAS SUCCESSFUL
OR NOT?
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Conversation about H&M online
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MAKING SENSE OF YOUR DATA
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Topic Analysis reveals Celebrity peaks
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But which (expensive) endorsement performed best?
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CATEGORISATION
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What are Categories?
Categories provide a structured way to segment your data by customer profile, emotion, conversation type or anything you want.
Categories allow you to group related data attributes (i.e. a Category "Color" with Subcategories "Red", "Green", and "White").
This allows for easier classification along defined dimensions and more powerful charting options.
They can be used together with Rules to have your data sorted automatically.
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Automated by Rules
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Easily chart your Subcategories
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Compare subcategory volumes
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Analyse by region
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Sentiment analysis
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Demographic Analysis
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PURCHASE INTENT
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Intent to Purchase Rule
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Which endorsement drives purchase intent?
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Who’s buying?
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So which endorsement really performed best?
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A FEW EXTRA TIPS:
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Date Range Comparison
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Hashtag Operator
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Twitter Hindsight
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Document LimitationThe information given in this document has been checked for accuracy and completeness however Brandwatch shall not be liable for any errors or omissions.
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