improved speed + accuracy for research with datasift demographics
TRANSCRIPT
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Improved Speed + Accuracy for Research with Datasift Demographics
Tim BarkerChief Product Officer
DataSift
Paul HalletCEO & Co-founder
Demographics Pro
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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
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But It Doesn’t Have to Be This Painful!
At Any Given Moment on Twitter…
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At Any Given Moment on Twitter…
Conversations about…
• Brands
• Products
• Events
• Celebrities
• Current Events
• Basically anything
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Over 1,200 Posts About Pumpkin Spice Latte Yesterday
Tim BarkerChief Product Officer
DataSift
Paul HalletCEO & Co-founder
Demographics Pro
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A Single Tweet Contains 120 Items of Data
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Largest Record of Human Opinion on the Planet
1 Billion Tweets Every 2 Days
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Market Research with Twitter Demographics as...
A New Way to Think About Research
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A New Way to Think About Research
• Extract targeted Twitter data for analysis
• Rich Twitter demographics
• Create a balanced audience with
a research panel
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Eliminate Research Participant Bias
• Research panels enable companies to target their
research to key demographics
• Remove population bias
• Benchmark their opinion vs general population
Building research panels with Twitter Demographics allows companies to:
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But There are Challenges in Identifying Demographics within Twitter Data...
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Challenge 1: Extracting Data from Text
ReplyFavorite
.
.
.
TEXTTEXTTEXTTEXTTEXTTEXTTEXTTEXTTEXTTEXTTEXTTEXTTEXT
TEXTinteraction_id interaction_typecreated_atauthor_username author_language source interaction_linkklout_scoregender geo_latitudecontent language
Interaction
interaction_id interaction_typecreated_atmention
TEXTTEXTTEXT
TEXT NOT NULL
Mentions
normalized_url
interaction_id interaction_typecreated_atauthor_username url title domain
TEXTTEXTTEXTTEXT
TEXT NOT NULLTEXTTEXTTEXT
Links
interaction_id interaction_typecreated_athashtag
TEXTTEXTTEXT
TEXT NOT NULL
Hashtags
interaction_id interaction_typecreated_athashtag
TEXTTEXTTEXT
TEXT NOT NULL
Hashtags
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Challenge 2: Extracting Additional Demographic Insights from Your Twitter Audience
User Bio#Followers
Missing Audience Insights LocationGenderAge rangeProfessionInterests
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Challenge 2: Extracting Additional Demographic Insights from your Twitter Audience
Twitter Data is a Form of Human Data, and Datasift is the Human Data Platform
that Has Resolved These Challenges.
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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
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By Using the Datasift Platform, Businesses Are Able to Turn Human Data into Meaning
UNLOCK
USE
UNIFY
ENRICH • MINE • CLASSIFY
INTEGRATE • REAL-TIME • NORMALIZED
BRAND HEALTH • MARKET OPTIMIZATION • CUSTOMER EXPERIENCE • REVENUE GENERATIONOPERATIONAL IMPROVEMENTS • INNOVATION
ANALYTICS • APPLICATIONS • PROCESSES
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Compared to Traditional Research Methods, Market Research with Datasift and Demographic
Twitter Data is Vastly More Economic.
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Gives You the Real Time, Vast Opinion of the Market….
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Removes Bias Due to Traditional Research by Self Selection…
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Gives Much Faster Results. Instead of Weeks, You Get Results in Hours….
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Let’s You Collect Multiple Data Points over Time….
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Therefore, It Helps to Shape and Define the Questions that You Can Ask….
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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
Practical Applications
1
2
3
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• 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
Why LuluLemon was able to maintain its market position, while other brands have difficulty challenging them
DataSift Customer Case Study
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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
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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
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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
DataSift Demographics
• Analyze and segment socialconversations based on detailed audience demographics
• Go beyond conversation analysis tounderstand 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
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What's Included? The Demographics Pro Methodology
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What's Inside Demographics Pro Data
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Demographics Pro Profiling Methodology
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• Up-to 23 demographic details based on statistical analysis of public Tweets
• Respects user-privacy removes identifying details of user and tweet removed
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
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Get started with DataSift: www.datasift.com/get-started
Free Demographics Consultation: [email protected]