Lock in a year of Digiday+ for 35% less. Ends June 5.
Kia’s George Haynes and Zappos’ Nate Luman discussed mining social data at Digiday’s Data Marketing Summit, giving actual examples of how they use data to inform marketing.
The execs agreed that there’s more to Facebook than just likes, citing that the ability to conduct sentiment analysis was one of Facebook’s strong points. Furthermore, the executives expressed frustration with the integration of social data into their existing CRM strategy, since a lot of the data on Facebook is almost stuck on the platform, leaving brands little opportunity to extract it.
“Some of the things we use data for is interesting,” Haynes said. “Looking at data from things that happened is like driving in a car and looking in the rearview mirror. If you look in the rearview mirror too long, you’re going to crash and everyone will pass you. We look at the data for the road ahead and glance in the rearview mirror. We focus on how we keep our eyes focused on the road and use milestones of where we’ve been to make sure we’re staying on the right path.”
DMS: Mining Social Media from Digiday on Vimeo.
More in Marketing
Overheard at IAB Tech Lab Summit: Tim Berners-Lee on the agentic web
The father of the web urges social platforms to stop building addictive products and to embrace an agentic future that values individuals over outcomes.
OpenAI turns on cost-per-action ads inside ChatGPT
Cost-per-action (CPA) is the first real sign that the platform is now embracing performance advertising.
Premier League gambling ban gives brand sponsors an open goal, but CMOs must still prove value
An exodus of betting brands from the Premier League means there’s a chance for marketers to bag cut-price soccer partnerships. But proving the worth of that investment is another concern.