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.
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.
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
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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 [email protected]
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