UNDERSTANDING AUDIENCE INTELLIGENCEA QUICK GUIDE BY FRROLE

IN THE DIGITAL AGE, AUDIENCE INTELLIGENCE IS VITAL

"You can’t be a great storyteller if you don’t know your audience and what truly

moves them."

It is increasingly vital for organizations to fully understand the possibilities and

benefits of a better-understood audience in order to build successful

campaigns and drive sales.

WHAT IS AUDIENCE INTELLIGENCE?

Audience Intelligence provides deep insights about customer

segments and cohorts. It offers brands the opportunity to build a

clear, real time picture of their customers and understand their

demographics, interests, affinities and personality - ultimately

giving brands the best means to engage and improve their

experience.

WHERE TO USE AUDIENCE INTELLIGENCE?

Audience Insights is one of the most powerful analytical tools at

your disposal.

Segment your customer base on-demand and truly

understand them.

Get early signals into how your (or competition's) customer

base is evolving

Audit campaigns in real time and making changes on the fly

UNDERSTAND YOUR TG AND SUB-SEGMENTS WITHIN

Leveraging the richness of social data can help you know your target

group like never before. Using boolean queries and CRM imports, you

can create micro-segments on demand - what is unique about

customers having issues with delivery or payments, customers who

engaged with a specific campaign, prospects with intent to buy a

product and so on.

KNOW WHAT YOUR CUSTOMERS LIKE AND LOVE

Finding your audience's interests and affinities and analyzing their

interactions with various brands is valuable to further analyze what their

likes/ dislikes are. What delights them, what disappoints and exasperates

them? These insights have hidden cues for what a brand and service

can do or improve to win lifelong loyal customers and where and how to

reach them.

COMMUNICATE EFFECTIVELY WITH SCIENTIFIC PRECISION

Applying psychographic and personality analysis to your audiences

gives you an extra edge.

Understanding the emotional and behavioral insights can not only help

you craft messaging and content which will resonate effectively, it can

also help you bond with your customers more organically.

FRROLE AI TAKES AUDIENCE INTELLIGENCE TO THE NEXT LEVEL

CASE STUDY HOW A MEDIA AGENCY

UNDERSTOOD IPL 2018

AUDIENCE WITHOUT

EXPENSIVE MARKET

RESEARCH

OVERVIEWFrrole Scout analyzed Twitter users to understand the

audience who were actively interested in IPL 2018 during

the IPL season. The key highlights of the analysis were:

IPL had 81% male audience with19% female

audience. While only 1 in 4 users on Twitter is a woman,

women participation is close to normal at 1 in 5 in the

case of IPL.

The top ten High Authority Influencers for this

group include @bhogleharsha, @cricketaakash, and

@sirjadeja. Non-mainstream media page

@behindwoods also scored well as an influencer.

Female Male

19% 81%

Audience Analysis

High Authority Influencers

@cricketaakash

@sirjadeja

@bhogleharsha

OVERVIEWKeeping this audiences' interests in social media,

the media plan for reaching this audience might

benefit from including Star Sports, Times Now, and

NDTV. When it comes to radio, All India Radio

News, RadioMirchi and Red FM should be

considered.

While Prokabaddi and Tennis figure as sports

interests for the IPL watching audience, soccer

clearly seems to be the next love after cricket, both

at ISL and international clubs level. WWE figures in

the list too, but F1 is conspicuous by its absence.

#whistlepodu#ipl2018

#vivoipl#yellove

#csk #kkr @msdhoni

@iamsrk@starsportsindia

@vivo_india

@chennaiipl@tarak9999

Topics

Top Interests

OVERVIEWA mix of moods is expected of any audience but

this audience shows an unusually higher level of

action-orientedness. This implies that this audience

is more likely to "act" as in participate in contests,

share and like content and also might have a higher

intent of buying.

OVERVIEWThe Big 5 (Ocean) assessment of this audience

showed that 64% of the users score as

compassionate on agreeableness which means

that they are likely to be somewhat friendly and

agreeable. Such users are likely to respond well to

messaging that is social, experiential and

emotional.

LEVEL UP, MOVE BEYOND SOCIAL LISTENING.

AI-POWERED CONSUMER INTELLIGENCE

Analysis of followers, active users &

CRM segments (based on email,

phone)

Visualizations of real-time shifts at play

Extrapolation of future patterns

Data export in excel & PPT formats

Brand and campaign monitoring

Comparison against competition in

seconds

No limits on users, mentions, keywords

Personalized alerts

Data export in excel & PPT formats

Analysis of individual’s based on their twitter

handle, email ids and phone number

Individual’s interests and affinities

Social journey- Follower Growth, Social

Profiles, Social Authority etc...

Data export in PPT and Excel

Analyze customer segments in realtime Improve brand health, monitorcompetition

Make influencer marketing spend data-driven

AUDIENCE INTELLIGENCE INFLUENCER INTELLIGENCE SOCIAL LISTENING

UNLOCK

AUDIENCE INTELLIGENCE

Social Media Intelligence can be very effective in enhancing customer experience, analysing audiences and understanding brand perception

by users. It can also help in creating innovative marketing campaigns, provide real-time insights and make marketing data-driven in general. To

learn more, please email at marketing@frrole.com