How ‘social’ can transform what you think you know about your consumers and how to apply that knowledge to your marketing

1. Insights driven:
From social and beyond
#AudienseInsights

2. Javier Burón,
@javierburon
CEO & Cofounder,
Audiense
#AudienseInsights

3. "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

4. Artificial Intelligence
will liberate insights
from Big Data

5. $1.2 trillion
Customer insights-driven
businesses will steal $1.2
trillion per annum from
their less-informed peers
by 2020, growing 8x faster
than global GDP

6. 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.

7. your audience
your competitors audience
your market
your CRM
what audiences
do you want to
identify?

8. 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

9. Mass
audience
accessibility
In-depth
insights
Real time
information
Organic
content
Historical
perspectivesother
benefits of
using social
consumer
insights

12. top engagers

14. top engagers

15. top engagers

16. top engagers
they desire a sense of
community, they are
highly home/family
orientated, and seek
ambitious challenges.

17. 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;

18. 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

19. How to action this
Campaign
Measurement
Product
Development
Competitive
Intelligence
Inflluencer
Marketing
Market
Research

20. #HumanisingCX
Stand: MB204
Thank you