How Social Analytics Drives Highly

Effective Campaigns Sean ChinskiVice President of Sales

NetBase @schinski

@schinski

CHALLENGEM A R K E T E R S S E E K T O B U I L D U N I Q U E E X P E R I E N C E S &

P E R S O N A L I Z E D M E S S A G I N G . . .

Y E T F I N D D I F F I C U LT Y I N C O R P O RAT I N G S O C I A L D ATA W I T H

E X I S T I N G C U S T O M E R A N A LY S I S

@schinski

NetBase Audience 3D

Ex tend S t ra tegy & Segmenta t ion In to The Soc ia l Wor ld

Behavior/ Attitudes/ Personas Benefits Sought/ OccasionInterests/ InfluenceBrand AffinitiesGeography

@schinski

Demographic/Life Stages

NetBase Audience 3D : Use Cases & Examples

Market Research/

White SpaceCustomer Strategy

Media Planning

Marketing Strategy

Content & Creative

Campaign Mgmt.

Content & Creative Development

Campaign Execution

Campaign Analysis

Targeted Advertising

“Gamers”media

preferences for sponsorship opportunities

Competitor Fans

Retail preferences for potential acquisition research

Millennial Moms:

purchase habits for market research

Houston customers vs.

local pop. analysis for ideation & messaging

Partner Brands

target audience lists for advertising

based on affinityHome Buyers customer

behavior for ad & channel strategy

Loyalty Program

lift by segment & brand/campaign.

Attribute analysis for campaign refinement

Note: Audiences are illustrative. All are applicable across each use case @schinski

@schinski

CPG looking to generate campaign ideas for

spring launch

Wants to uncover latest healthy eating trends for new creative and messaging

Objective

Illustrative: End-to-End Audience/Use Case Mapping

AudienceIdentification & Analysis

Builds an audience based on people who

discuss “wanting to be a better me”

Looks at 6 months of

mentions to maximize

audience size

Overlays themes of (1) superfood(2) nutrition (3) dieting to pinpoint insights

Outcome

• Discovered over-indexed usage of the hashtag #worthit when it came to the challenge of dieting

• Found support messaging between people trying to “live better”

• Saw 5x lift in messaging engagement on social after tailoring its campaign to those insights

@MihirMinawala

THREE BIG OBJECTIVES

EXTEND REACH TO AUDIENCES THAT ACT LIKE MY FOLLOWERS

INCREASE ENGAGEMENT & IN APP PURCHASE RATES

HELP US UNDERSTAND OUR ENGAGED AUDIENCE FOR SMARTER MARKETING

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@schinski

TACO BELL MOBILE APP RESULTS

3.5M speaking positively

Created 90 emotional & behavioral micro-segments

Targeted segments via Promoted Tweet

@schinski

TACO BELL MOBILE APP RESULTS

20% HigherPurchase Rate

4X Reach

2.5X RT Rate

@schinski

TRACK & KNOW YOUR AUDIENCEWhat they Crave What they Eat

@schinski

FIND MORE WAYS TO EXPAND TARGETING

What they Use Waze / Taco Bell Potential

@schinski

FIND MORE WAYS TO EXPAND TARGETING

What they Use Waze / Taco Bell Potential

@schinski

SLURPEE LAUNCH OBJECTIVES

IDENTIFY USERS WHO WOULD LOVE THE NEW FLAVOR WHICH COULD NOT BE DONE THROUGH DEMOGRAPHICS

CREATE PERSONALIZED MESSAGING FOR EACH SEGMENT

TARGET AUDIENCES TO EXTEND REACH AND INCREASE FAN ENGAGEMENT

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@schinski

7-ELEVEN SLURPEE LAUNCHIdentified Slurpee, SOUR PATCH

Patch Kids, and QSR Fans

Developed personalized messaging for each segment

@schinski

7-ELEVEN SLURPEE LAUNCH RESULTS

Highernumber of total engagements

Extended reach to 3M unique fans

2X Engagement rate of previous

campaigns

@schinski

A HEART-TO-HEARTWITH MILLIONS

• Tap into a custom audience for goal-specific insights

• Design harder hitting custom creative• Build campaigns that will heighten customer

engagement—and your bottom line.

@schinski