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BizReport : Social Marketing : November 29, 2016

Experian, SpotRight team up to provide Social Media Analysis

Experian has teamed up with SpotRight to provide brands with actionable insights into the behavior of their customers on social media.

by Helen Leggatt

Understanding how customers and prospect engage with social media is increasingly important to brands. To address this need, Experian Marketing Services and SpotRight have teamed up to create a new visualization tool, Social Media Analysis, that enables brands to discover:

- Who is engaging with my brand?
- What do they look and act like?
- How does my audience overlap with my competitors?
- Which topics or conversations are grabbing their attention?
- How do advertising campaigns impact my audience?
- What other brands or influencers should I partner with?

Insights into several audience types can be gleaned, including a custom digital audience (the brand's or their competitors' social following, hashtags, etc.), first party CRM data or an audience defined through Experian third-party data.

What can be achieved with Social Media Analysis was demonstrated prior to Black Friday. Experian discovered that, of those consumers using the hashtag #BlackFriday on social media, 53% were women, 60% were between the age of 26 and 50 and 73% were married. This information would be useful for targeting campaigns, such as referring to gifts for spouses knowing nearly three-quarters following #BlackFriday were married.

"When it comes to social media data, marketers need to go beyond likes, shares and reposts. They need to listen and quantify what consumers are saying and doing," said Brienna Pinnow, director of product marketing for targeting at Experian Marketing Services. "So many consumers make their opinions and preferences known on social media, and the marketers that succeed are those that leverage opportunities to better communicate messages that resonate with their customers."

Tags: analytics, brand marketing, social media

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