marketing week live: insights driven: from social and beyond
TRANSCRIPT
Insights driven: From social and beyond
#AudienseInsights
Javier Burón, @javierburon
CEO & Cofounder, Audiense
#AudienseInsights
"Insights-driven businesses operate differently to take advantage of analytics in every aspect of their products and operations.”
James McCormick, Principal Analyst Customer Insights at Forrester Research
2017: The True Insights Revolution Begins
Artificial Intelligence will liberate insights from Big Data
$1.2 trillionCustomer insights-driven businesses will steal $1.2 trillion per annum from their less-informed peers by 2020, growing 8x faster than global GDP
from social data to consumer insights
We have nowadays access to massive amounts of data in social, but it is useless if we don't make it work for us: we need to transform data into actionable insight.
Social consumer insights are all the knowledge we can get out of analysing audiences to inform our strategies.
your audience
your competitors audience
your market
your CRM
what audiences do you want to identify?
What they love.
Online habits.
Enables affinity, values-based marketing and personalisation.
what social can tell you about your consumers
Relationships.
What drives them.
The who behind the numbers.
#AudienseInsights
Mass audience
accessibility
In-depth insights
Real time information
Organic content
Historical perspectivesother
benefits of using social consumer insights
top engagers
top engagers
top engagers
top engagers
they desire a sense of community, they are highly home/family orientated, and seek ambitious challenges.
top engagers
we also discovered…
•on the television, they never miss their favourite NFL teams, and are much more likely to watch Sean Hannity or Megyn Kelly on Fox;
•they have a strong distrust of the media, but are more likely than the general population to engage with it;
•their favourite TV genres are sports, chat shows, and reality TV;
top engagers
we also discovered…
•they’re also very active in the digital world, with Wednesdays and Thursdays being the most popular days for them to post online, especially in the evenings.
•60% of their online activity is on mobile, which is slightly lower than the rest of the US
How to action this
Campaign Measurement
Product Development
Competitive Intelligence
Inflluencer Marketing
Market Research
#HumanisingCX
Stand: MB204 Thank you