Marketing with Real-time Data

Strategic marketing driven by real-time consumer insights

Contents

4 A framework: Strategic Marketing driven by real-time consumer data

6 Discover your brand’s true audience

8 Learn what’s driving awareness, interest and intent

10 Identify audience affinities and grow brand resonance

12 Know the media channels that work

14 Measuring marketing performance in real-time

16 Leverage what’s resonating with consumers in real-time

18 How Networked Insights can help you

19 Why Networked Insights is different

3

A framework:Strategic Marketing drivenby real-time consumer data

Stop chasing your consumers and start moving in sync with them

The empowered consumer is creating unfamiliar burdens for marketing professionals. They must adapt to the “always-on” era of marketing as digital fuels an evolution in consumer expectations. The risk for disconnected brands has never been greater. But the explosion of real-time data can now be leveraged to make smarter, quicker marketing decisions throughout a campaign life cycle – optimizing strategy and tactics along the way. Real-time data can be used at every marketing stage to make better choices that align with your target consumer. This guide describes how brand marketers can use Networked Insights data, technology, and services to become more agile and mitigate the risk associated with data-deficient decisions.

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Discover your brand’s true audience

Know more about consumer segments in real-time and tailor marketing programs to better reach them.

The Connected ConsumerConventional data collection methods are expensive, time consuming, and inadequate to support the decision cycles of a modern marketing organization.

Today’s connected consumers share data at an incredible rate. Your challenge is to deploy the right analytic tools that enable the discovery of richer and more timely insights for your brand’s most aligned audience.

The Networked Insights DifferenceOur marketing decision platform recognizes audience trends, allowing quicker optimization cycles and more efficient spend. The result: powerful marketing performance.

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Index (100 represents average interest)

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1%

1% 1%

Home Owners

TV Fanatics

Gamers

Movie Buffs

Sports Enthusiasts

Insurance

FashionistasAuto

Consumer Tech

Moms

Luxury

Personal Finance

3%3%

5%

8%

10%

14%

15%

4%

5%

Discover your brand’s true audience

Learn what’s driving awareness, interest and intent

Smart Marketing with Smart DataGathering consumer insights and using them to improve marketing strategies is a growing challenge as the world moves at digital speed.

Brands can now capitalize on consumers’ real-time conversations to improve messaging and positioning, and better align marketing campaigns to the specific interests of different segments.

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Coupon Deals

Consumers discussing their eating habits and diets

New Ashton KutcherAd Launched

Visualized Popchips Conversation Themes

(June 2012)

Planning Picnics

The Networked Insights DifferenceOur SocialSense analytics platform helps brands use social data to stay in sync with consumers. Real-time insights can become a core building block for improving the key elements of marketing programs, including strategic planning, activation and measurement.

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Learn what’s driving awareness, interest and intent

Coupon Deal

Popchips CEO apologizes for Ashton Kutcher Ad

Visualized Popchips Conversation Themes

(July 2012)

Visualization powered by Doppler, a proprietary discovery & clustering technology owned by Networked Insights

Consumers discussing their eating habits and diets

Mad Men

LeBron James

Kobe Bryant

DwayneWade

Athletes

Knowing the interests of your target consumer allows for more efficient marketing.

30Rock

Fringe

TVShows

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Identify audience affinities and grow brand resonance

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Florence+ the

Machine

ArcadeFire

Musical Artists

Sleigh Bells

Mad Men Delighting ConsumersWith consumers acting at the speed of a single mouse click, brands can no longer afford to guess at what consumers want.

Marketing activations aligned with what consumers care about perform better. Social media provides a window into real-time behavioral data so your brand is in tune with consumers favorite TV shows, celebrities, musical artists, and other interests. The Networked Insights DifferenceUsing social data, Networked Insights delivers audience intelligence that both informs and provides actionable insights. We help brands analyze value, optimize investment, and forecast future pop culture trends.

Fringe

Identify audience affinities and grow brand resonance

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SocialSense Know the media channels that work

What your agency doesn’t want you to know… your minimal effective media investment.

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MultiChannel Media OptimizedMedia is often sold in silos and purchased at moments that favor the seller. Many brands continue to just buy reach, while consumers are seeking personalized experiences.

Fragmentation in media choices breeds complexity. But, when you’re in sync with your audience, decision making becomes easier. A modern media mix adapts to reach consumers across the channels they care about.

The Networked Insights DifferenceWorking with leading media agencies and top advertising brands, Networked Insights validates existing media plans, discovers new connection points and influencers, and helps clients deploy the minimal effective amount of resources needed for marketing initiatives.

Know the media channels that work

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Trending Conversations

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Premium Coffee Prices

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NabobVariety Pack

A visual representation of coffee conversations within the Canadian audience (11/1/2011-1/31/2012)

Starbucks Girly Man

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Free $5 Gift Card

EspressoMachines

Coupon Swap

Egg WhiteSandwich

Rant

Tim HortonsVs. McDonald’s

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Coupons Expiring Shortly

Coupon Train Wish Lists

Tassima

50K GevaliaSamples on Facebook

Branded CoffeeComparisons

K-cup HolidayPricing

Bodum French Press

November Drink Promotions

Canadian iPhone Purchasing

French VanillaCappucino Supreme

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SocialSense Measuring marketing performance in real-time

Sentiment

Conversations by Location

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Measuring marketing performance in real-time

Leverage what’s resonating with consumers in real-time

Cheerios

Doritos

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Oreos1

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Moms

Oreos

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Doritos

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Doritos

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Top 5 CPG food brands by audience segment

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networkedinsights.com/socialsense

Knowing why people talk about your content helps you give them more of what they like, and less of what they don’t.

SocialSense allows you to stop measuring “Likes” and start understanding what drives consumer engagement. Learn how to activate the power of Networked Insights to amplify your advocates’ experiences and attract new customers.

Leverage what’s resonating with consumers in real-time

Cheerios

Doritos

Nutella

Lay’s

Oreos

Pilsbury

Doritos

Pop-tarts

Creative Messaging & Campaign DevelopmentMinimize the risk of data-free judgments and incorporate the voice of the consumer into strategic marketing decisions. Media ModelingAllow media planning to be guided by audience insights and viewer trends as reflected in real-time data. Celebrity SelectionLeverage social media to know what audiences discuss in real time. Discover the athletes, actors, musicians and artists resonating with brand advocates. Campaign MeasurementQuantify the social lift of advertising campaigns and marketing tac-tics to optimize digital word-of-mouth and activate fans.

22 % INCREASE IN MEDIAEFFICIENCY FOR CLIENTS

can help you:How Networked Insights

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A Track Record of Innovation and Results

Fast Company named Networked Insights one of the world’s 50 “Most Innovative Companies” in 2012.

Forrester Research cited Networked Insights in 2012 as “unrivaled in socially informed media planning and buying.”

Help for companies in every aspect of media and marketing

Brands – Our insights support multimillion-dollar advertising campaigns in areas such as media mix modeling, creative messaging, campaign development, celebrity selection, TV buying, campaign measurement and ROI.

Agencies – We partner with leading media agencies to advise on navi-gating the Upfronts as well as regular planning and buying decisions.

Networks – We blend technology and services to help broadcasters strengthen marketing, research, development and sales.

is different:Why Networked Insights

646-545-3900networkedinsights.com

How Networked Insights

About Networked Insights Networked Insights is a six year old company, funded by Goldman Sachs, that enables networks and brands to more accurately understand how consumers are responding to advertising and media. Our proprietary technology and analytic expertise helps innovative companies stay in-sync with their target consumer and make more informed marketing decisions. The result is optimal performance in a competitive environment with increasingly compressed decision cycles.