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
The winners and losers of Google’s third-party cookie reversal
Fair warning: the ground is still shifting under this thing so consider this list more “hot take” than holy writ.
As talk of recession looms, smaller brands bet on the value of retail media — here’s why
Despite tight budgets and looming recession fears, some smaller brands are ramping up investment in retail media networks to boost visibility.
Industry vets’ dos and don’ts to managing chaos when ‘attention is essentially on clearance’
To get a sense of how some marketers, agency execs and industry analysts are figuring out this moment, we asked them for their dos and don’ts.