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
From influencers to AI, here’s what Gen Alpha thinks about your brand
The Gen Alpha cohort now influences nearly half of total U.S. household spending in families with children ages 8-14.
At S4 Capital’s Monks, agents can run autonomously, unsupervised for days
S4 Capital’s digital agency now budgets for tokens and talent from the same pot.
Dhar Mann’s $100M AWNY deal target for creators is already pledged (so he says)
The goal with Dhar Mann as AWNY’s chief creator officer is to make it easier to make connections that are often held up by corporate red tape and too many layers between creator and CMO.