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
Indie agencies want The Trade Desk and Amazon DSP to acknowledge their buying power with negotiating leverage
Indie agencies say DSP giants block direct seats and fee relief despite spend commitments.
Nearly 30% of holiday budgets expected to be spent by the end of October
Per a new report from Deloitte, 28% of shoppers’ budgets are expected to be exhausted by the end of October.
Apple finally explains its Safari block, and identity companies are in its sights
As Apple spells out its case for blocking identity companies in Safari, its job board shows an ads business with big plans.