Social media is a treasure trove of market research data that is largely untapped. These social interactions come with rich metadata that can not only tell you what people say, but who is saying it and from where. In this webinar, we'll be discussing what data is publicly available, the research that has already been done using both historical and real-time, and how you can get started with social data for your own market research. To discuss your specific use cases for demographic social data, contact us today: http://datasift.com/contact-us/

1. Improved Speed + Accuracy for Research
with Datasift Demographics
Tim Barker
Chief Product Officer
DataSift
Paul Hallet
CEO & Co-founder
Demographics Pro

2. 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

3. But It Doesn’t Have to Be This Painful!

4. At Any Given Moment on Twitter…
Conversations about…
• Brands
• Products
• Events
• Celebrities
• Current Events
• Basically anything

5. Over 1,200 Posts About
Pumpkin Spice Latte Yesterday

7. A Single Tweet Contains 120 Items of Data

8. Largest Record of Human Opinion on the Planet
1 Billion Tweets Every 2 Days

9. Market Research with Twitter Demographics as...

10. A New Way to Think About Research
• Extract targeted Twitter data for analysis
• Rich Twitter demographics
• Create a balanced audience with
a research panel

11. Eliminate Research Participant Bias
Building research panels with Twitter Demographics
allows companies to:
• Research panels enable companies to target their
research to key demographics
• Remove population bias
• Benchmark their opinion vs general population

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

13. Challenge 1: Extracting Data from Text
Reply
Favorite
.
.
.
TEXT
TEXT
TEXT
TEXT
TEXT
TEXT
TEXT
TEXT
TEXT
TEXT
TEXT
TEXT
Interaction
interaction_id interaction_type
created_at
author_username
author_language
source
interaction_link
klout_score
gender
geo_latitude
content
language
interaction_id
interaction_type
created_at
mention
TEXT
TEXT
TEXT
TEXT NOT NULL
Mentions
interaction_id
interaction_type
created_at
author_username
url
title
domain
normalized_url
TEXT
TEXT
TEXT
TEXT
TEXT NOT NULL
TEXT
TEXT
TEXT
Links
interaction_id
interaction_type
created_at
hashtag
TEXT
TEXT
TEXT
TEXT NOT NULL
Hashtags
interaction_id
interaction_type
created_at
hashtag
TEXT
TEXT
TEXT
TEXT NOT NULL
Hashtags

14. Challenge 2: Extracting Additional Demographic
Insights from Your Twitter Audience
User Bio
#Followers
Missing Audience Insights
Location
Gender
Age range
Profession
Interests

15. Twitter Data is a Form of Human Data,
and Datasift is the Human Data Platform
that Has Resolved These Challenges.

16. 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

17. By Using the Datasift Platform, Businesses Are Able
to Turn Human Data into Meaning
USE
UNLOCK
UNIFY
BRAND HEALTH • MARKET OPTIMIZATION • CUSTOMER EXPERIENCE • REVENUE GENERATION
OPERATIONAL IMPROVEMENTS • INNOVATION
ANALYTICS • APPLICATIONS • PROCESSES
ENRICH • MINE • CLASSIFY
INTEGRATE • REAL-TIME • NORMALIZED

18. Compared to Traditional Research Methods,
Market Research with Datasift and Demographic
Twitter Data is Vastly More Economic.

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

20. Removes Bias Due to Traditional
Research by Self Selection…

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

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

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

24. Practical Applications
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
1
2
3

25. DataSift Customer Case Study
Why LuluLemon was able to maintain its market position, while
other brands have difficulty challenging them
• 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

26. 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

27. 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

28. DataSift Demographics
• Analyze and segment social
conversations based on detailed
audience demographics
• Go beyond conversation analysis to
understand 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

29. What's Included?
The Demographics Pro Methodology

30. What's Inside Demographics Pro Data

31. Demographics Pro Profiling Methodology

32. 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

33. Get started with DataSift: www.datasift.com/get-started
Free Demographics Consultation: hello@datasift.com