Social Calendar, which has over 16 million users for tracking birthdays and events on social media, was experiencing explosive growth that their existing analytics could not handle. They implemented Claritics' social intelligence suite to gain real-time insights into user behavior and campaign effectiveness. This allowed them to improve retention, engagement, and monetization. Results included increased metrics like ARPPU and deeper understanding of their user base to better target content and campaigns.

1. CASE STUDY:
Social Calendar Taps Claritics for “Social Intelligence”
“C laritics giveshelps improveaccessReach,
critical data that
us real-time
our
to mission-
Retention and Revenue efforts significantly.”
– Raj Lalwani, CEO of Social Calendar
Situation: Understanding Customers under the Pressure of
Explosive Social Media Growth
Social Calendar’s user base has grown exponentially—reaching 16 Highlights
million users in a little over two years—and the executive and
marketing teams were keenly interested in tapping into the Profile
customer behavior insights trapped in their ever-expanding social • 16+ million users worldwide
media data. It is critical for Social Calendar to analyze daily trends • 800,000 Facebook MAUs
and then quickly act on opportunities for reach, retention and • 100+ million birthdays and other
revenue objectives. Social Calendar uses the Claritics Social special occasions
Intelligence suite for Facebook and email campaign tracking and
revenue monitoring. The Claritics analytics apps provide valuable, Situation
actionable user insights on a real time basis. Social Calendar supplemented their
home-grown analytics solution with
Profile: Hallmark for the Facebook and iPhone Generation Claritics’ visualization dashboard and
It's easy to be thoughtful with Social Calendar - the place for SaaS-based analytics applications
birthdays and holidays. Social Calendar lets you setup birthdays,
get birthday reminders, and send virtual gifts to your friends and Benefits
family. Launched in February, 2008, Social Calendar already has Access to real-time data for
over 16 million users worldwide, with over 800,000 unique monthly immediate feedback and
active users, 100 million birthdays and other special occasions and improvements
over 2.5 million email reminders “opened” each month. Actionable insights on user
acquisition, engagement and
monetization campaigns
Ability to watch trends
Results
Increased K-Factor
Deepened engagement and loyalty
Increased ARPPU and ARPU
www.claritics.com info@claritics.com 650.625.8655 twitter.com/claritics facebook.com/claritics

2. The Business Problem
Social Calendar’s user base had exploded, and their home grown existing analytics solution could not
scale to meet the rapidly expanding data volumes. The marketing and exec teams wanted the ability to
show trends over time, and get deeper understanding of user behavior combined with rich user
demographics (available through use of Facebook Social Graph APIs).
The Claritics Solution
Social Calendar subscribed to Claritics’ social commerce analytics and started tracking key campaign
metrics in less than 24 hrs.
With the social intelligence in place, Social Calendar can now:
• Understand trending metrics like ARPPU (Average Revenue Per Paying User) over the last 30 or
60 days, or drill-down by payment type (Amazon, PayPal, Facebook Credits, etc.)
• Get more detailed insights into their most-used app features and what drives monetization
• Create user profiles to target and customize app content to the most-engaged (and most
valuable) users, such as frequent visitors or frequent purchasers
• Get deeper insights into the demographics of users with information provided through Facebook’s
Social Graph API.
The Results
With dashboard information being refreshed hourly, Social Calendar managers and application
developers are now tracking the impact of new features and campaigns immediately after they are
introduced into their Facebook application. Social Calendar can also now perform A/B testing by tracking
clicks and user activity around new social media widgets, understanding how minor tweaks can increase
usability and performance.
Social Calendar has also built a rich user profile for the top 3-5% of users who are most engaged and
most likely to promote the application to their Facebook friends, whom Social Calendar can then target
with customized offers and application content to increase engagement and stickiness.
Social Calendar is also mining deep insights into the demographics of their user base (gender
preferences, age, event-driven app usage, etc.) to develop future application features and roadmap
features based on actual user profiles and usage patterns. This advanced analysis also enables Social
Calendar to automate targeting of content, offers and campaigns on an ongoing basis.
www.claritics.com info@claritics.com 650.625.8655 twitter.com/claritics facebook.com/claritics
www.claritics.com info@tapjoy.com 408.XXX.XXXX twitter.com/claritics facebook.com/claritics