Customer Insights: The Brand & Interest Graph

Use Case Overview:

Recently, we were asked to analyze the social followers of a top CPG brand in order to provide insights about the consumers engaging with them on Twitter.  Our client’s goal was to better understand their social followers’ brand preferences and interests so that they could create highly targeted marketing campaigns.

Below is a look into some of the insights that our Brand and Interest Graph provided, an example of the data generated from our Customer Insights Solution.


SpotRight’s Customer Insights Solution enables companies to discover their customers’ favorite brands, top interests, and connections to top competitors. Additionally, SpotRight provides aggregate level demographic, purchase, and lifestyle data on the consumer group. Customer Insights can be provided either on CRM data or a Brands’ social followers, and our reports include the following:

  • BrandGraph
  • InterestGraph
  • CompetitorGraph
  • Age and Demographic Data
  • Retail Purchase Data
  • Lifestyle Data


Utilizing SpotRight’s GraphMassive consumer database, our analysis for this client was based on the following:

  • BrandGraph:
    Identifies consumers brand preferences based on their social graph connections to 8,000 of the largest B2C Brands.
  • InterestGraph:
    Identifies consumers lifestyle preferences based on their social graph connections to publications, bloggers, TV shows, and more.


The data provided included: (1) the brands and interests that were most-followed by the CPG brand’s Twitter followers, and (2) the brands and interests that indexed the highest for their Twitter followers. SpotRight’s Index Score is based off how frequently a Twitter handle is followed by an audience as compared to the average social consumer from the GraphMassive database.



SpotRight created a “BrandGraph” for the CPG brand by analyzing how their Twitter followers were connected to 8,000 of the largest B2C Brands, based on consumer following behavior. The results include the most-followed brands, as well as index scores demonstrating the consumers’ brand preferences compared to the average social consumer.

It’s valuable to see that the most-followed brands and highest-indexing brands included a handful of other CPG brands and retail outlets. This list of specific brands (100+ included in the actual report) helped our client determine the unique preferences of their consumers, and the CPG competitors that their followers were most engaged with on Twitter.


 Brand Graph – Top 10 Most Followed

 Brand Graph – Top 10 Highest Indexing


SpotRight’s “Interest Graph” analysis identified the CPG brand’s Twitter followers’ lifestyle preferences based on their social graph connections to publications, bloggers, TV shows, entertainers, athletes, and more.

Their followers’ most-followed “interests” included a number of TV talk shows such as Oprah and The Ellen Show. Additionally, their followers indexed more than 100x higher than the average social consumer for a set of Twitter handles mostly containing “mommy bloggers.” These insights provided our CPG client with a much richer picture of the niche interests of their follower base, allowing our client to more effectively engage with and market to their followers.

 Interest Graph – Top 10 Most Followed

 Interest Graph – Top 10 Highest Indexing


Ultimately, our insights solution was able to help create a detailed picture of the CPG brand’s social followers, which will improve their marketing strategy. For more information about what our solutions can do for your brand please contact us, today!

In coming posts, we’ll dive further into the data SpotRight provides in Customer Insights reports, as well as how our Customer Signals solution is enabling reduced churn and increased loyalty for companies in the telecom, subscription television, and financial services industries.

We’d love to hear your thoughts and questions in the comment section below, and on Twitter!

Two Networks are Always Better than One, Right?

In our most recent posts, we learned that the followers of luxury brands on Twitter are more likely to make luxury purchases, and that individuals pinning to Pinterest Boards related to Parenting are also purchasing products in that retail category. This week we will look at a group that is engaged with CPG brands on both Pinterest and Twitter vs someone who is only interacting with them on one social network. Our goal is to show that customers who engage with a brand on multiple social networks are more likely to make purchases than those that are only engaged through one channel. In order to conduct this analysis we created three groups of individuals who are interacting with CPG Brands in three different ways. We used the methodology below to create each group and then compared each of their results.

Read More

Does Twitter Bling Make the Cash Register Ring?

keep_calmWhen I woke up the other morning at my house in Boulder, Colorado, it was zero degrees outside and snowing. To brave the elements, I put on my down “puffy” jacket, wool hat and Arctic boots. If you didn’t know better, you may have guessed I was making a final summit approach on Everest. The truth is that I walked 20 feet to my car for my drive to work. As I’ve traveled the country and told people I live in Boulder, I’ve come to expect a range of unsolicited comments, often comical, based on Boulder’s “brand identity”. In all fairness, with Boulderites’ garages often full of bikes worth more than the cars parked in their driveway, we make an easy target.

Read More

Software puts buyers’ tastes in SpotRight

BOULDER – SpotRight Inc. chief executive Ed Messman can predict if you’re going to switch wireless carriers at the end of your contract.

In general, dissatisfied wireless customers tend to tell others about their experiences – mainly through social media, Messman said. They tend to use certain words to describe their displeasure with a wireless carrier, he said. If you can program SpotRight social data software to analyze the data of millions of mobile phone subscribers to look for those words, he said, you can find those customers.

Read More at Boulder County Business Report.

Page 1 of 3123