Improved Speed + Accuracy for Research with Datasift Demographics

Tim BarkerChief Product Officer

DataSift

Paul HalletCEO & Co-founder

Demographics Pro

Surveying Public Opinion Can Be a Headache

With traditional research methods

• It takes weeks

• It’s costly

• Wisdom gained can only be applied to areas of your

business worth the large investment of resources

But It Doesn’t Have to Be This Painful!

At Any Given Moment on Twitter…

At Any Given Moment on Twitter…

Conversations about…

• Brands

• Products

• Events

• Celebrities

• Current Events

• Basically anything

Over 1,200 Posts About Pumpkin Spice Latte Yesterday

Tim BarkerChief Product Officer

DataSift

Paul HalletCEO & Co-founder

Demographics Pro

A Single Tweet Contains 120 Items of Data

Largest Record of Human Opinion on the Planet

1 Billion Tweets Every 2 Days

Market Research with Twitter Demographics as...

A New Way to Think About Research

A New Way to Think About Research

• Extract targeted Twitter data for analysis

• Rich Twitter demographics

• Create a balanced audience with

a research panel

Eliminate Research Participant Bias

• Research panels enable companies to target their

research to key demographics

• Remove population bias

• Benchmark their opinion vs general population

Building research panels with Twitter Demographics allows companies to:

But There are Challenges in Identifying Demographics within Twitter Data...

Challenge 1: Extracting Data from Text

ReplyFavorite

.

.

.

TEXTTEXTTEXTTEXTTEXTTEXTTEXTTEXTTEXTTEXTTEXTTEXTTEXT

TEXTinteraction_id interaction_typecreated_atauthor_username author_language source interaction_linkklout_scoregender geo_latitudecontent language

Interaction

interaction_id interaction_typecreated_atmention

TEXTTEXTTEXT

TEXT NOT NULL

Mentions

normalized_url

interaction_id interaction_typecreated_atauthor_username url title domain

TEXTTEXTTEXTTEXT

TEXT NOT NULLTEXTTEXTTEXT

Links

interaction_id interaction_typecreated_athashtag

TEXTTEXTTEXT

TEXT NOT NULL

Hashtags

interaction_id interaction_typecreated_athashtag

TEXTTEXTTEXT

TEXT NOT NULL

Hashtags

Challenge 2: Extracting Additional Demographic Insights from Your Twitter Audience

User Bio#Followers

Missing Audience Insights LocationGenderAge rangeProfessionInterests

Challenge 2: Extracting Additional Demographic Insights from your Twitter Audience

Twitter Data is a Form of Human Data, and Datasift is the Human Data Platform

that Has Resolved These Challenges.

Platform

DataSift is the Human Data Platform

• We partner with the world’s social networks

to enrich and mine data for analysis

• We process more than 2 billions data items per day

• We provide a platform for companies that want to go

beyond basic use-cases for social

By Using the Datasift Platform, Businesses Are Able to Turn Human Data into Meaning

UNLOCK

USE

UNIFY

ENRICH • MINE • CLASSIFY

INTEGRATE • REAL-TIME • NORMALIZED

BRAND HEALTH • MARKET OPTIMIZATION • CUSTOMER EXPERIENCE • REVENUE GENERATIONOPERATIONAL IMPROVEMENTS • INNOVATION

ANALYTICS • APPLICATIONS • PROCESSES

Compared to Traditional Research Methods, Market Research with Datasift and Demographic

Twitter Data is Vastly More Economic.

Gives You the Real Time, Vast Opinion of the Market….

Removes Bias Due to Traditional Research by Self Selection…

Gives Much Faster Results. Instead of Weeks, You Get Results in Hours….

Let’s You Collect Multiple Data Points over Time….

Therefore, It Helps to Shape and Define the Questions that You Can Ask….

Build segments for your social audience

Measure how your messaging resonates for each social segment

Identify similarities and trends and optimize your campaigns for each social group

Practical Applications

1

2

3

• Survey data confirmed what retailers thought.

• Profiles for Lulu + competitors were

similar (women, 23-34)

• The brands also believed this to be their

core demographic

Why LuluLemon was able to maintain its market position, while other brands have difficulty challenging them

DataSift Customer Case Study

Age Breakdown for LuluLemon vs Competitors

• LuluLemon was the only brand to show significant traction in the 19 and under crowd

• More than 100% more than next nearest

Conclusion

• This demographic (women, 19 and under) was raising the

overall profile of the brand

• As younger women transition into the work force and

become buyers, LuluLemon already has the mindshare lead

• Any brand that wants to challenge LuluLemon will have to

appeal to this audience as well

Build segments for your social audience

Measure how your messaging resonates for each social segment

Identify similarities and trends and optimize your campaigns for each social group

DataSift Demographics

• Analyze and segment socialconversations based on detailed audience demographics

• Go beyond conversation analysis tounderstand if you’re hitting your target market socially

• Up-to 23 demographic details based on statistical analysis of public tweets

• Respects user-privacy removes identifying details of user and tweet removed

What's Included? The Demographics Pro Methodology

What's Inside Demographics Pro Data

Demographics Pro Profiling Methodology

• Up-to 23 demographic details based on statistical analysis of public Tweets

• Respects user-privacy removes identifying details of user and tweet removed

Datasift with Demographics Twitter Data from Demographics Pro Summary

• Create new products and value from demographic and

audience insights

• Go from measuring # mentions to market research

• Privacy-safe approach

Get started with DataSift: www.datasift.com/get-started

Free Demographics Consultation: hello@datasift.com