Social media is a limitless focus group. Each tweet, like, post, or comment represents an active decision by a person to interact with another person, brand, or TV program culminating in a detailed individual profile. The data provides marketers the opportunity to observe people in their native environments — their own social groups and with brands — while also tracking shifts in taste and behavior over time. Combining trillions of these data points provides unprecedented insight into consumer interests and predictive associations.
We are still discovering new types of insights that can be drawn from this “data-in-the-wild” environment. One of the most startling is the unexpected relationships that exist across the varied interest areas of social media users.
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