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
In the marketing world, anime is following in the footsteps of gaming
As marketers look to take advantage of anime’s entry into the zeitgeist, they might be wise to observe the parallels between the evolution of anime as a marketing channel and the ways brands have learned to better leverage gaming in recent years.
With the introduction of video ads and e-commerce, Roblox looks to attain platform status
Roblox is expanding into more areas than just ads in 2024. Much like platforms such as Amazon and Facebook have transcended their origins to evolve from their origins as online marketplaces and social media channels, Roblox is in the midst of a transformation into a platform for all elements of users’ virtual lives.
PepsiCo wants to remain a ‘driver of culture’ as it turns to influencers and activations amid rebrand
The soda-maker says it can translate cultural relevance into sales volume.
Ad position: web_bfu