uk audience report: 2016...why is this useful? tmis data is one sueci c audience and its rele[ance...
TRANSCRIPT
UK Audience Report: 2016
Audiense delivers unique consumer
insight and engagement capabilities
to many of the world’s biggest
brands and agencies, through a
combination of highly scalable social
data, cognitive science and traditional
marketing. Its solutions enable
brands and agencies to build unique
insights, acquire more customers and
deliver superior marketing results
from automated messaging and
advertising campaign execution.
The company is one of only two
Twitter Official Partners worldwide
for both Data/Insights and
Advertising. Audiense also leverages
the IBM Watson cognitive computing
platform to determine unique and
powerful personality insights from
audience data.
Audiense works with a wide range of
enterprise clients, including sports
brands and Premier League football
clubs, major news publishers, top
digital agencies, marketing leading
clothing and music brands, and even
the UK government.
About Audiense
Contents
About Audiense 2
Introduction 4
About the Data 5
Why is this useful? 6
How does this data complement your audience intelligence? 7
Who are they? 8
Where are they? 10
Likes and Dislikes 11
What do they dislike? 12
Festival Season 13
What’s the soundtrack? 14
Who are they following? 15
Online habits 16
How are they connected? 18
What’s their personality? 20
What’s Next 21
Say hello! 22
Introduction
tranger T ings as been et i runawa success
of stellar cast of oung actors a e drawn
substantial raise wit a career ig erformance from
inona der and a w ole new fictional world also
recei ing wides read laudits from critics across t e
board
ut w o are t e eo le w o a e been en o ing it
at can we learn about t em n t is re ort we will
tell ou recisel t at along wit w it s useful and
w at ou can do wit t ese insig ts
e first resented t ese findings at t e esti al
of ar eting in London t is re ort ma es t ese results
ublicl a ailable for all and in greater detail
About the Data
efore we start a uic word on t e data we e
anal sed
T is articular set of data was ca tured in t e udiense
latform between ul t and ugust t monitoring
t e Twitter users w o mentioned t e
tranger T ings account used a as tag related to t e
s ow or Tweeted tranger T ings
T e baseline audience we com are t em to is a random
sam le of acti e Twitter users in t e
Why is this useful?
T is data is one s ecific audience and its rele ance to
ou will de end on our target audience T e im ortant
factor is t at t is ractice can be a lied to an
audience ou wis to e lore
t s about more t an ma ing resentable gra s n
tranger T ings arlance it s a loo into T e side
own of our audience but wit no arb n unseen
connect world w ic ou need t e rig t tools to access
o tele inesis re uired
o are t e w ere are t e and ow can ou connect
wit t em
How does this data complement your audience intelligence?
T is information can easil cost
undreds of t ousands of ounds
to uneart using focus grou s
nal sing audience data can gi e
ou answers t e indi iduals ou
want to reac and t e ca abilities
to reac t em
Who are they?
t s im ortant to com are t e audience to a baseline to
ig lig t w at ma es t em s ecial ifferences in gender
location e words can all get ou started
To io e words target audience s baseline T e bios of t is audience indicate a creati e audience
wit writer director and designer being rominent
as well as a ealt smattering of words t at indicate a
notable le el of tec sa
artist
ne t
bad
delusional
seinfeld
a e gunorth
writer
e er
feel director designer
newweb
ma ing
securit
teamfilm
or ue
friend
a e
searc tim
oliticssecurit
itunes
sometimesdata
games short
starting
bic lce
sim l
traine emeralds
t egene a
effects
tec nologluc
li es
to
scienceeditor
ma e
books
outube disne gradute rogramafan
Who are they?
Where are they? T e audience as a lower online re resentation in ma or cities t an t e
baseline o ulation suggesting an im ressi e reac into less o ulated
towns areas e also noted t at of t is audience listed t eir location
as ot am w ic is substantiall ig er t an a generic audience
suggesting t is audience as a bigger affinit to comics and su er eros
What do they dislike?
udience data s ows tastes and
affinit w ic we com are to t e rest
of t e o ulation to see w at is li el
to resonate.
T ere s a lot to ta e in so o er t e
ne t few slides we ll ta e ou t roug
a sam le of e oints we a e
e tra olated
Likes and Dislikes
FOOD & DRINK
ollowing t at food drin was a low
scoring interest in general Peo le in
t e baseline audience are times
li elier to dis la an interest in coo ing
t an t e tranger T ings audience
GAMING
cross t e board t is audience was
more een on all t es of gaming
t an t e baseline audience but less
interested in almost all s orts
COMICS
s suggested earlier comics were
notabl more o ular wit t is
audience of t em dis la an
affinit wit t em com ared to
of t e general o ulation
Festival Season
T is audience ad w o e ressed an interest in
music festi als and concerts ercentage oints less
than the baseline.
owe er of t e audience ad an affinit for mo ie
festi als ma ing t em more li el to en o t em
t an t e a erage Twitter user
rands suc as T T and mirates all s onsored
ma or film festi als in nco ering w ic audiences
are muc more li el to be interested in t ese festi als
is a aluable e ercise for bot t e festi al and t e
s onsor
What’s the soundtrack?
it a trac listing t at includes T e las o i ision
and oreigner it s little sur rise t at t e tranger T ings
audience dis la ed a ig er interest in indie roc and
alternati e music
eanw ile t e ad a lower interest in o music
dance music and s T e were also less li el to
be ra fans t an t e a erage audience
Who are they following?
T ese are t e most followed rofiles b t e audience wit t e gre
re resenting t e baseline dentif ing t ese rofiles is im ortant for audience
understanding but also gi es insig ts on similar audiences to target in future
Online habits eeing w en ow and ow often our audience is acti e online is a e ste
in o timising our cam aign efforts
Online habits
t s also im ortant to
see w at ot er cultural
touc oints our
audience tal s about
How are they connected?
en o en to
e eriencing new acti ities
Located all o er
nterested in ood usiness
and alternati e music
nowing our audience clusters will ensure our
mar eting and targeting isn t neglecting large grou s of
eo le ou could dri e re enue from
Profiles uni uel o ular wit
t ese clusters
How are they connected?
omen in London
tro erted
nterested in
lectronic usic
nowing our audience clusters will ensure our
mar eting and targeting isn t neglecting large grou s of
eo le ou could dri e re enue from
Profiles uni uel o ular wit
t ese clusters
What’s their personality?
sing atson we unco er
re ailing ersonalit traits of an
audience T is identifies effecti e
engagement actions and e facets
of t eir ersonalit ere s a small
sam le of traits of t is audience
• T e are sensiti e about w at
ot ers mig t be t in ing of t em
• T e are uncomfortable being t e
center of attention
• T e refer to c allenge aut orit
and traditional alues to el bring
about c ange
What’s Next
s we mentioned at t e
start t ese results are
onl useful for mar eters
loo ing to understand
t e ritis audience for
Stranger Things. What if
t at doesn t a l to ou
Luc il ou can gat er
t is data for an audience
fitting it into a cam aign
lan li e so
1. Build and discover a highly customised audience based on who you would like to reach
2. Deeply analyse the audience to inform your campaign & strategy (this report covered a lot of this)
3. Connect with that audience via targeted campaigns, direct messaging, and streamlined response workflows
It’s an ongoing practice to improve efficiency, inform strategy, and grow businesses.
Say hello!
ll of t e acti ities mentioned in
t is re ort and more are a ailable
in t e udiense latform e are
alread trusted b o er of
t e world s largest brands and
agencies including
Tele one
mail moreinfo audiense com
