Why Social Data are Transformational

One fundamental source isamp160social advertising platforms Hereamp8217s why amp8230 amp1601 Known audiences tied to unique user IDs People with social profiles volunteer data like age gender occupation location email phone and affiliations which are tied to privacysafe unique user IDs2 Observable behavior tied to the same unique user IDs Observable behavioral data like the websites people visit key life events and the products they buy can also be linked to a known individualamp8217s social profileThese two characteristics mean that on social ad platforms marketers have confidence that the audience segment theyamp8217re reaching is the segment they intended to reach By contrast most display advertising platforms amp8212 and conventional media channels like TV amp8212 infer audience characteristics according to device and browserlevel activity or research panels that offer limited granularityFiveamp160Benefits of Social Dataamp1601 More relevanceamp160By acting on accurate data about who people are and what they care about marketers are empowered to connect with their audience segments with greater relevance based on their wants and needs as individuals2 Crossdevice capabilitiesamp160People log in to social platforms with the same identity across mobile and desktop enabling more accurate crossdevice targeting and measurement3amp160Consumer insightsamp160With so much rich data about audiences and creative marketers can design learning agendas that answer questions like What are my different consumer segments and how do they respond to different messaging How do existing customers respond to different value propositions versus prospects4amp160Sequential messagingamp160Social platforms provide marketers with a lot of control so they can specify which segments amp160and often individual users amp160see what content and the order in which those messages are served The result is that marketers can move from message transmission to cohesive storytelling5 Offline measurement Marketers can assess instore sales lift for those exposed toamp160advertising by matching IDs to offlinepurchasing databases Some platforms also are testing beacon technologies to match advertising to instore foot traffic and moreHarnessing data at scale has empowered SocialCode clients like Visa Capital One and Nestle to use their marketing budgets more efficiently and effectively to create more value and deeper consumer relationships Let us know if you would like to learn more about our approach to data and marketing performanceOriginally published at SocialCode Thought Leaders on July 21 2016The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers amp160amp160

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Why Social Data are Transformational

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John Terrana

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Why Social Data are Transformational

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