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.

Methodology:

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.

Insights:

BrandGraph:

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

InterestGraph:

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

Conclusion:

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!

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