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Going Beyond Social Listening - Using Social Media to Predict Buyer Intent
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Viralheat and ExperianPredictive Social behavior leads
to real-time customers
[email protected]@jrevoy
[email protected]@jstocki
Small BusinessThe view from main street.
About Viralheat
Real-Time Data
and Analytics
1B+…mentions per day
explosive
Growth
Comprehensive social
media management
Social and Enterprise integrations
About Experian
Top Digital Advertiser
Deliver 100 billion + emails a year
Research Panel Tracks over 10 million Internet users
Over 120M cookies linked to our US Consumer database of 220M consumers
• 17K+ Employees
• Offices in 40 countries
More than just credit
Agenda
• In the beginning
• Marketing challenges today
• Evolution of customers: identity, targeting,
and measuring
• Powerful Impact from Social Data
• Social Data + Advertising
• How to build a winning strategy
In the beginning...
...It was easier to target customers.
First online display banner ads delivered October 19941.
First ad on Facebook ran from Y2M in 20042.
1http://adage.com/article/digitalnext/happy-birthday-digital-advertising/139964/
The funnel is now wider and…
the buying cycle…
…Longer and more complex
• Identifying
• Targeting
• Measuring
Customer Challenges
Marketing has evolved…
But the principles are still the same…
Identify your audience...
Target your audience...
Measure the results.oiz67jQVp
But it is not as easy as it used to be.
Best customer
Target them in their preferred digital channels
Identify and profile your best customer
Find more of them
This is what we do.
Customer
Syndicated research: 30,000 consumers annually
60,000 + data variables
8,000 brands and over 500 product categories
Over 600 attitudes and opinions
Media viewer-ship across traditional and digital media
16 million businesses
Identification, firmographic, credit information on businesses and owners
Business Owner Link
299 million consumers;116 million households
3,500+ attributes
70+ million: Households that
self-report consumer
marketing information
3.2 million births annually
16 million moves annually
20 million new homeowners
Hundreds of public and proprietary sources
650+ psychographics
38 RFM product categories
220 million consumers
4.1 billion trades 694 million vehicles
in North America
25 million Internet usersinteracting with one million Websites
100 million+ email addresses
200 million+ cookies
We have a little bit of data.
But how do you become even more
predictive in real-time?
But all we ever hear is
Data, Data, Data!
Page 22 © 2014 Marketo, Inc. #mktgnation14
Social
Signals
Processor
Processor
Social Signals
API
Synching and
MatchingCustomer
Contact
Database
Social
Actions Contact
Details
API
Social Signal provide a more
complete view of existing leads and
customer preferences
Jeff: Do we need a how to get there transition?
So, how do we get there?
1.Case Study. -
Identifying
You don’t always need
to burn time on new ideas.
2.Case Study -
Targeting
The Life Changing Event.
What’s our Wedding Pool?
Tracked Keywords and Hashtags:
#imengaged #justengaged
#wereengaged #engaged #isaidyes
#shesaidyes "I'm engaged”
What’s This?
Engagement Trends
The Ashton Kutcher Effect
Lead Drill Down
Increased Lead Generation.
Engagement Influencers
Wedding Promoters!
The Perfect Couple #Engaged!
Wedding Crashers!
The waitress asked if I was done with that, and I said yes, but I’m married to it!
New Lead Opportunities
3.Case Study -
Measuring
Case Study – OTT Provider
Start on Monday.
