Register by Jan 13 to save on passes and connect with marketers from Uber, Bose and more
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
Retail leaders at Target, Lowe’s and more on the AI investments they’re plotting for 2026
Anywhere from 33% to 83% of respondents used AI to do their holiday shopping in 2025.
Why cookware brand HexClad is sitting out of the Super Bowl for a broader field
With Super Bowl ad costs hitting $8 million, brands like HexClad are pivoting to streaming and other sports stages for a better marketing bet.
Inside the brand and agency scramble for first-party data in the AI era
Brands are moving faster to own first-party data as AI and privacy changes alter the digital advertising landscape.