Traditional focus groups and standard audience data just don’t cut it anymore for marketers who need to deliver engaging experiences. They’re artificial, quickly out of date, and can have a high margin of error (we all remember the 2016 presidential election). On the flip side, social media is accurate, up-to-date, and has tremendous reach. Each tweet, like, post, or comment represents an active decision by a person to interact with another person, brand, or TV program.
Combining these trillions of data points provides unprecedented and often surprising audience insights. For example, through social data, 4C found that people who were interested in Father Christmas were 355 times more likely to engage with a nicotine gum brand. The brand acted on this information, creating a successful ad campaign that encouraged consumers to “Get off the naughty list. Quit smoking today.”
Using an interactive trivia game, Aaron Goldman, CMO of 4C, will show session attendees first-hand how data can reveal surprising and counterintuitive insights, and will explain how marketers can leverage these insights to better engage with their target audiences.
Attend this session and learn:
- Best practices for using data to uncover actionable audience insights
- The data sources that are most useful for marketers, including social media, TV data and offline activity
- Real world success stories of applying audience data to marketing campaigns to positively impact ROI