Social Intelligence Primer: How Justin Bieber Relates to Amazon
It doesn’t appear, on the face of it, to make sense. According to data compiled by Tonefuse, tween idol Justin Bieber’s fans are more likely than the average American consumer to buy, not bubblegum-flavored lip gloss, but books online. The “whys” and the “hows” of that apparent correlation is the domain of social listening and web analytics firms, but the onus for making sense all of those volumes of data falls on CMOs and digital agencies.
The specter of a realm of new knowledge called social intelligence can be an intimidating one, but it is incredibly important. Social intelligence informs ad buys, audience segmentation analysis, even long-term product strategy. This issue of DIGIDAY: DATA examines the “social” portion of social intelligence, with insights from Rob Key, CEO of Converseon, a social media consultancy with an emphasis on translating real-time data into bottom-line strategy, and Dan Greenberg, CEO of Sharethrough, a social seeding and marketing platform focusing on branded content.
What we do as decision-makers, ranging from deciding what data to look at in determining audience targeting policy to elucidating social strategy to brand managers, is based on our understanding of the context of social data and the meaning of that data.
What are leading companies doing? They’re bulking up on analytics and taking bold strides into social media, with responsive, long-term strategy that is context aware and device-savvy. The major search engines and platforms are connecting social campaign innovations to brand strategy and binding it all together with real-time data that becomes more detailed as technology advances.
Need more resources? Check out Converseon’s Webinar series on social listening here and examine Sharethrough’s case studies on social video with integrated metrics here.
Dentsu’s new Web3 readiness tool shines light on the tech’s potential to complement AI
Dentsu's Innovation Initiative is launching a web3 readiness index next month — at a time when the industry is obsessed with AI. Could the two technologies actually make a good pair?
Digiday+ Research deep dive: Publishers large and small put their resources into first-party data
Eighty-two percent of publishers overall say they're already using first-party data to prepare for the end of the third-party cookie, and nearly half are requiring users to register and integrating first-party data segments into DSPs – indicating that first-party data is the clear path forward for publishers heading into the post-cookie world.
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Publishers hope the chatbots they are developing will be the latest retention tool to keep readers onsite and to get them to consume more content.
SponsoredHow enterprise-grade CDPs are enhancing data processes and improving customer experiences
Produced in partnership with Marketecture The following article highlights an interview between Martin Kihn, Salesforce’s senior vice president of Marketing Cloud, and Ari Paparo, founder and CEO of Marketecture Media. Register to watch more of the discussion and learn how brands are making the most of enterprise-grade CDP technologies. As brands expand across channels and […]
How programmatic advertising will evolve this year on the heels of audio growth and privacy changes
Comscore’s programmatic division Proximic released a State of Programmatic study highlighting the growth of audio and podcasting, other digital advertising channels and challenges around third-party data.
Why podcasters are selling subscriptions through third-party vendors
Many podcasters are turning to third party platforms like Supporting Cast and Supercast to launch or grow their subscription businesses beyond Spotify or Apple.