Introducing
PYLON for LinkedIn
Engagement Insights
A new API solution available through LinkedIn’s
Analytics Partner DataSift

Jerry Ronaghan
SVP Agency & Ad Tech,
DataSift
James Ritchie
Senior Director, Agency Partnerships
DataSift
Daniel Morris
Senior Product Marketing Manager
LinkedIn

What is LinkedIn Engagement Insights?
Introducing PYLON for LinkedIn Engagement Insights
1
Applications of LinkedIn Engagement Insights in marketing & advertising2
Real-life examples3
Q&A4

PYLON for LinkedIn Engagement Insights
API-driven marketing analytics solution generally available through DataSift
• Announced on January 18, 2017
• Allows agencies to access LinkedIn
audience, content, and brand insights in a
member privacy-respected way through
DataSift’s PYLON API platform
• Licensed and supported by DataSift
• For more information contact your LinkedIn
support team

LinkedIn Hosts the Largest Global Community of Professionals
61M
Senior-level
influencers
22M
Mass affluent
6M
C-level execs
40M
Decision makers
10M
Opinion leaders
4M
IT decision makers
467M
Professionals are on LinkedIn
Source: Based on the internal analysis of LinkedIn profiles

EVERY DAY, DATASIFT TRANSFORMS BILLIONS OF ITEMS OF
HUMAN-CREATED DATA
INTO BUSINESS INTELLIGENCE
SOCIAL NETWORKS
CONTENT PUBLISHERS
ENTERPRISE-OWNED DATA
ACTIVE INTELLIGENCE
ACTIONS & RECOMMENDATIONS
PRIVACY-FIRST INSIGHTS
UNSTRUCTURED DATA ETL
UNIFY
UNLOCK
MEANING
REAL-TIME HUMAN DATA HUMAN DATA INTELLIGENCEHUMAN DATA PROCESSING
MACHINE
INTELLIGENCE
DO NOT DISTRIBUTE

AUDIENCE & ENGAGEMENT
INTELLIGENCE
PLACEHOLDER
RUNS INSIDE DATA CENTER
NEWS FEED &
ENGAGEMENT
PRIVACY-FIRST
INSIGHTS
ACTIVE
INTELLIGENCE

๏ External articles shared
๏ Pulse articles shared
LinkedIn Engagement Insights offers unprecedented,
privacy-first access to data on the largest global community of professionals
๏ Company page updates
๏ Sponsored content (coming soon!)
๏ Direct sponsored content (coming soon!)
๏ Likes, Comments, Shares
๏ Clicks
๏ Impressions (coming soon!)
MEMBER CONTENT COMPANY CONTENT ENGAGEMENT & ACTION DATA

ENGAGEMENT INSIGHTS
PLACEHOLDER
100+ DATA DIMENSIONS. 30 DAYS ROLLING DATA.
SOCIAL
GESTURES
ARTICLES TEXT, ENTITIES,
TOPICS
CLICK &
IMPRESSION
DATA
PROFILE
MULTI-DIMENSIONAL ANALYSIS OF AUDIENCE & ENGAGEMENT DATA

AUDIENCE DEMOGRAPHICS
๏ Region
๏ Language
๏ Seniority
๏ Industry
๏ Function
๏ Job title
๏ Company size
๏ Skills
COMPANY DATA
๏ Name
๏ Industry
๏ Company size
๏ Followers (of advertiser only)
Analyze Demographics Like Never Before
๏ Job posts
๏ Anniversaries
๏ Birthdays
๏ Group discussions
EXCLUDED
๏ Education status
๏ Education background
๏ Behavioral segments
๏ Age range (inferred)
๏ Gender (inferred)
๏ Followers (of advertiser only)
100+ DATA DIMENSIONS. 30 DAYS ROLLING DATA.

11
Brand Management
Competitive Analysis
Industry Benchmarking
Brand management &
competitive analysis
BRAND INSIGHTS
Topic Analysis
Content Discovery
Content AnalysisContent strategy
CONTENT INSIGHTS
Audience Discovery & Expansion
Audience Affinity Analysis
Influential Media Analysis
Audience research for
media planning & buying
AUDIENCE INSIGHTS
LinkedIn Engagement Insights Applications
SPONSORED CONTENT
SPONSORED INMAIL
DYNAMIC ADS
TEXT ADS
• Inform
• Improve
• Optimize

Audience Insights

What Can Audience Insights Do for You?
For example, media planners can identify audience segments engaging with
content on ‘Big Data’ and surface demographics such as job titles,
industries, and geographies. This data can then be used to target LinkedIn
Sponsored Updates.
With Audience Insights you can discover new audiences for your brand and
products.
Media planners can research the behavior of high value audiences on LinkedIn
and validate their audience assumptions.
A more granular picture of exactly who is being targeted can be developed as job
titles, age demographics, location and the size of company worked for can all be
surfaced.
New audience segments can be identified based on engagement with content that
intersects with marketers’ brands.

14
Define a topic of interest (using keywords) and
identify a detailed demographic snapshot of the
audience engaging with that topic.
• How do I understand the audience demographic profile
interacting with my brand or content?
• What else is my audience demographic is interested in?
AUDIENCE INSIGHTS

15
Define your topic of interest and look for
outliers to identify large, engaged segments
to target.
• How do I identify which demographic segments are
uncommonly interested in my brand?
• How do I learn about new markets for my brand?
AUDIENCE INSIGHTS

Content Insights

What Can Content Insights Do for you?
For example, content marketers can discover types of articles that are most
popular with US CIOs within cloud computing. These insights can then inform
the content they create and publish to increase their influence, impact and
inbound pipeline.
With Content Insights you can learn what content works best with your audience.
Marketers and agencies can gain a greater understanding of what topics, types of
content and creative resonate most with their key audiences.
With these insights marketers can better shape and inform content marketing
strategies, creating compelling content for each audience and measuring its
success.

18
Define your target audience(s) and then identify the
top stories being engaged by the audience. Using
baselining you can identify which of those stories
over (or under)-index the most.
CONTENT INSIGHTS
What content topics are popular with my audience?

19
By building a set of keywords/phrases related to
themes within a broader topic, we can identify the
content which drives the greatest engagement
CONTENT INSIGHTS • How do I identify what content to use in
campaigns?
• What content do my audience and/or competitors
engage with most?

Brand Insights

What Can Brand Insights Do for You?
For example, conversations around specific industry on LinkedIn and the
share of voice for a brand’s product or service can be benchmarked,
helping marketers to identify how to drive broader awareness and advocacy
around their company.
With Brand Insights you can benchmark your brand against the competition.
Communications teams can identify how audiences are engaging with and what
they are saying about their brands, products or services on LinkedIn.
This allows them to measure share of voice against competitors and perform
industry benchmarking of their own content and organic content about their
company.
Using this information, teams can identify how to drive broader awareness and
advocacy around their company.

BRAND INSIGHTS
• What activity is being generated around articles about my brand,
product or service?
• What issues and trends is my brand associated with?
This analysis lets you monitor the strength
and health of your brand for a given
audience

BRAND INSIGHTS
This analysis lets you monitor how your
brand is performing in comparison to your
competitors
How does engagement with content about my brand
compare against my competitors?

24
The Problem
A full-service agency wanted to gain a deeper, data-driven
understanding of a cloud software brand’s audience.
With in-depth insights into what the brand’s audience looks
like demographically in each target country, the agency
wanted to improve and evolve campaign and strategy
planning, messaging and content development.
Cloud Software Brand Case
Study
Our Approach
๏ DataSift examined the brand’s target audience
demographic across Western European countries
๏ Analysis covered senior decision makers across IT
and other business functions in companies of a
defined size range, as well as the relative size of these
demographic groups
๏ To aid content development, DataSift looked at what
defined audiences were interacting with, identifying
topic and content engagement accordingly

The brand was able to derive advanced audience, creative
and competitor insights using LinkedIn Engagement
Insights:
๏ DataSift examined gender-split, areas of study / degrees, as
well as industries, top skills and how they varied by
function
๏ The top three occupations within the relevant audience were
operations specialists, IT consultants and business strategists
rather than the HR-related roles the agency had assumed
๏ The largest relevant audiences were in senior / management
positions in finance, IT and operations rather than HR as
assumed
๏ After LinkedIn, audiences were engaging most with
BusinessInsider.com and forbes.com
Recommended Actions
๏ Use accurate knowledge of audience demographics and engagement to create more relevant messaging and
campaigns on LinkedIn
๏ Use the insights into trending content and hot topics to inform the strategic planning and creative process on LinkedIn
LinkedIn Engagement Insights Findings and Actions

For more information
Visit: datasift.com
Email: lei@datasift.com
Or reach out to your LinkedIn Agency Support Team

Q&A

THANK YOU