how to use data to inspire great brand storytelling
TRANSCRIPT
How to Use Data to Inspire Great Brand Storytelling
May 18, 2016
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Andrew WheelerVice President of Services, Skyword
Ted KarczewskiContent Marketing Manager, Skyword
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Skyword Case Study: Vivint
Who Is Vivint?
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Who Is Vivint Trying to Reach?
• Vivint’s marketing targets people in all stages of homeownership, from young professionals interested in the latest gadgets and growing families to empty nesters and early retirees.
• Vivint helps connect everything in your home to save you money.
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Audience-Centric Marketing
• 13% of customers leave the home for vacation at least one day over Thanksgiving Holiday
• 30% of customers host Thanksgiving Dinner• People vacationed longer in 2015 than in 2014• South Dakotans take the highest percentage of vacations
away from home (20%)
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The Result
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Skyword Case Study: IBM Security
Who Is IBM Security and what is SecurityIntelligence.com?
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Who is SecurityIntelligence.com Trying to Reach?
Business executives and enterprise IT security professionals who manage risk and need to stay ahead of the every-changing security reality.
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Skyword Case Study: IBM Security
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The Result
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Skyword Case Study: The Content Standard
Who is The Content Standard?
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Who is The Content Standard Trying to Reach?
• The Content Standard reaches decision makers and individual contributors working for and with enterprise B2B and B2C organizations, media companies, and more.
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Audience-Centric Marketing
DataSkyword Analytics + Google Analytics
Social Listening
Reader Surveys
Writer Development
Beat Develop-
ment
Feedback Loop
Pitch Process
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124.3% higher
The Result
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Skyword Case Study: the Content Standard
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