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Insight Innovation Challenge: Single-Source & Holistic Views Of Consumers by Murray McKerlie of Whit.li - Presented at the Insight Innovation eXchange North America 2013

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Whit.li believes that a key power of Social Media is just recently being unlocked – the power to determine the core personality traits of your consumers. In this presentation, we’ll show you how to …

Whit.li believes that a key power of Social Media is just recently being unlocked – the power to determine the core personality traits of your consumers. In this presentation, we’ll show you how to go much deeper than demographics when examining your social audience, and how to use that power to accelerate the research process.

About Whit.li
Social data contains a goldmine of useful market insights that can provide a holistic view of the consumer. Whit.li’s ‘Brands App’ gathers massive ‘focus group” data specific to a Brand’s social following, making it simple and easy for Marketers to:

A. Segment an audience based on combinations of their real interests, lifestyle data and unique character traits, and
B. View actionable segmentation results instantly.

With Whit.li, a brand can target and engage with their audience based on who they really are.

Published in Business , Technology
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  • Can we discover these with Social Data?

Transcript

  • 1. InterestsDemographicsHistoryPersonality
  • 2. ExtraversionConscientiousnessOpen-nessAgreeablenessNeuroticism
  • 3. “Elites”“Tech forward”“Healthy new moms”
  • 4. • Find engaged users of brand(over defined time period)• Examine what they follow & categorize• Examine their content and determinepersonality (based on “Big 5”)• Segment & add to presentation layer
  • 5. • segmentation• output views• historical views• sampling frequency• benchmarks• integration with existing systems (CRM?)
  • 6. http://brands.whit.li
  • 7. http://brands.whit.li
  • 8. http://brands.whit.li
  • 9. http://brands.whit.li
  • 10. murray@whit.li