Improved Speed + Accuracy for Research with Datasift Demographics
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Social media is a treasure trove of market research data that is largely untapped. These social interactions come with rich metadata that can not only tell you what people say, but who is saying it and from where. In this webinar, we'll be discussing what data is publicly available, the research that has already been done using both historical and real-time, and how you can get started with social data for your own market research. To discuss your specific use cases for demographic social data, contact us today: http://datasift.com/contact-us/
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Improved Speed + Accuracy for Research with Datasift Demographics
- 1. Improved Speed + Accuracy for Research with Datasift Demographics Tim Barker Chief Product Officer DataSift Paul Hallet CEO & Co-founder Demographics Pro
- 2. Surveying Public Opinion Can Be a Headache With traditional research methods • It takes weeks • It’s costly • Wisdom gained can only be applied to areas of your business worth the large investment of resources
- 3. But It Doesn’t Have to Be This Painful!
- 4. At Any Given Moment on Twitter… Conversations about… • Brands • Products • Events • Celebrities • Current Events • Basically anything
- 5. Over 1,200 Posts About Pumpkin Spice Latte Yesterday
- 7. A Single Tweet Contains 120 Items of Data
- 8. Largest Record of Human Opinion on the Planet 1 Billion Tweets Every 2 Days
- 9. Market Research with Twitter Demographics as...
- 10. A New Way to Think About Research • Extract targeted Twitter data for analysis • Rich Twitter demographics • Create a balanced audience with a research panel
- 11. Eliminate Research Participant Bias Building research panels with Twitter Demographics allows companies to: • Research panels enable companies to target their research to key demographics • Remove population bias • Benchmark their opinion vs general population
- 12. But There are Challenges in Identifying Demographics within Twitter Data...
- 13. Challenge 1: Extracting Data from Text Reply Favorite . . . TEXT TEXT TEXT TEXT TEXT TEXT TEXT TEXT TEXT TEXT TEXT TEXT Interaction interaction_id interaction_type created_at author_username author_language source interaction_link klout_score gender geo_latitude content language interaction_id interaction_type created_at mention TEXT TEXT TEXT TEXT NOT NULL Mentions interaction_id interaction_type created_at author_username url title domain normalized_url TEXT TEXT TEXT TEXT TEXT NOT NULL TEXT TEXT TEXT Links interaction_id interaction_type created_at hashtag TEXT TEXT TEXT TEXT NOT NULL Hashtags interaction_id interaction_type created_at hashtag TEXT TEXT TEXT TEXT NOT NULL Hashtags
- 14. Challenge 2: Extracting Additional Demographic Insights from Your Twitter Audience User Bio #Followers Missing Audience Insights Location Gender Age range Profession Interests
- 15. Twitter Data is a Form of Human Data, and Datasift is the Human Data Platform that Has Resolved These Challenges.
- 16. Platform DataSift is the Human Data Platform • We partner with the world’s social networks to enrich and mine data for analysis • We process more than 2 billions data items per day • We provide a platform for companies that want to go beyond basic use-cases for social
- 17. By Using the Datasift Platform, Businesses Are Able to Turn Human Data into Meaning USE UNLOCK UNIFY BRAND HEALTH • MARKET OPTIMIZATION • CUSTOMER EXPERIENCE • REVENUE GENERATION OPERATIONAL IMPROVEMENTS • INNOVATION ANALYTICS • APPLICATIONS • PROCESSES ENRICH • MINE • CLASSIFY INTEGRATE • REAL-TIME • NORMALIZED
- 18. Compared to Traditional Research Methods, Market Research with Datasift and Demographic Twitter Data is Vastly More Economic.
- 19. Gives You the Real Time, Vast Opinion of the Market….
- 20. Removes Bias Due to Traditional Research by Self Selection…
- 21. Gives Much Faster Results. Instead of Weeks, You Get Results in Hours….
- 22. Let’s You Collect Multiple Data Points over Time….
- 23. Therefore, It Helps to Shape and Define the Questions that You Can Ask….
- 24. Practical Applications Build segments for your social audience Measure how your messaging resonates for each social segment Identify similarities and trends and optimize your campaigns for each social group 1 2 3
- 25. DataSift Customer Case Study Why LuluLemon was able to maintain its market position, while other brands have difficulty challenging them • Survey data confirmed what retailers thought. • Profiles for Lulu + competitors were similar (women, 23-34) • The brands also believed this to be their core demographic
- 26. Age Breakdown for LuluLemon vs Competitors • LuluLemon was the only brand to show significant traction in the 19 and under crowd • More than 100% more than next nearest
- 27. Conclusion • This demographic (women, 19 and under) was raising the overall profile of the brand • As younger women transition into the work force and become buyers, LuluLemon already has the mindshare lead • Any brand that wants to challenge LuluLemon will have to appeal to this audience as well
- 28. DataSift Demographics • Analyze and segment social conversations based on detailed audience demographics • Go beyond conversation analysis to understand if you’re hitting your target market socially • Up-to 23 demographic details based on statistical analysis of public tweets • Respects user-privacy removes identifying details of user and tweet removed
- 29. What's Included? The Demographics Pro Methodology
- 30. What's Inside Demographics Pro Data
- 31. Demographics Pro Profiling Methodology
- 32. Datasift with Demographics Twitter Data from Demographics Pro Summary • Create new products and value from demographic and audience insights • Go from measuring # mentions to market research • Privacy-safe approach
- 33. Get started with DataSift: www.datasift.com/get-started Free Demographics Consultation: hello@datasift.com