Your customer is informed.
Your customer lives in an experience economy.
Stuff happens everyday.
Business needs to adapt.
• Liked on FB
• Tweets about
• Posts on SC or IG
See digital ad
• Impressions and clicks
• Publisher site
• Search words
• Referring URL
• Site Activity
• Who they’re following
• # of followers
• Micro moments
• Name, Address (Geo)
• Email Address
• Social handles
> Brands followers
> Geo Location
See TV Ad
Removing Blind Spots
Process – Driven
Turning Data into Wisdom
Behavior – Driven
Consider email open rate into
email success rate
410483897… just liked your post on
Facebook and the only information you
know about 410483897… is that he just
liked your post on Facebook.
Do you know what to do next?
Don’t just Count Things.
His name is John
He liked this post
and he is new to
John is a foodie,
Thai and Indian
He is a
Would you feel confident to make your
Could you :
1. Align John to his journey position?
2. Identify value creation moments to
meet his goals?
3. Optimize in real-time across your
Removing Blind Spots empowers
authenticity & moments related to
John was a
3 years ago.
John 2 years
Value CreationSales Gates Relationship Equity
AI can help with WOO (window of opportunity)
A.I is only as good as your
Why Blind Spots Matter
Leads Opportunities Closed
metrics indicate fail is here
Use Case | Journey Process + Sales Success
Building a relationship goes
beyond formally known
To keep the attention of your customer
understand your customer’s true
Solve attribution problems from
complex data solutions
In a timely manner
Your Journey to the power of n
Identifying the Behavior &
Reducing the average time to purchase with augmented
intelligence targeted media and build awareness and loyalty in the
Customer Stage – Buying Behaviors
• New Customer – Looking for education on their purchase and validation from the brand to make the right decision
• Swing Buyer – Trial moments, reacting to peers, they make room for desire through unique content and seeking an emotional high purchase
• Loyal Buyer – Amplifying Intent and strive to be first in trial and share their experiences with others
Use Case | Buying Behavior + Market Insights
Do you know your customer?
Use Case | Optimizing Sales & Marketing Effort
Find the data you need
Use Case | Marketing Campaign Effectiveness
Topics of Interest
Presence & Persona
Personalization at Scale
Requires Hyper Segmentation &
Tapping into the Tech
Gender, Region, FanRankTM
Sentiment & Content Relevance
Reactions & impact on your brand - Negative, Neutral & Positive
Automatic classification of related topics
including company news, StockRankTM
Links & Embedded Social Data
Analyze URLs shared or commented on specific criteria
Engagement levels are reviewed to determine opportunities
Privacy-safe aggregate analysis of text
Qualitative attributes like presence, Intent, behavior & affinity
Digital Asset Reference
Quantify digital assets to prioritize pattern discovery
Brand Equity & Valuation
Breaking Down Journey with AI
BRAND • PRODUCT MEDIA • ACQUISITION MARKETING • Social SALES VELOCITY
Content & Media Analysis Segmentation & Personalization Prospecting & Opportunity
Authentic Word of Mouth
Overall Community Development
Audience Segment Verification
Content Discovery & Strategy
Identifying AI Investment Effectiveness
• Velocity of Metric Accessibility
• Uncovering meta-level characteristics to segments
• Increased Decision Making
• Improved Accuracy & Optimization
• Removing Bias (Journey-Exit)
• Dramatically changing KPI of value
What is the ultimate
experience I am
What passion points &
engagement of the
How is motivation harnessed
in my organizations sales and
Why are we developing
these programs? How
does my talent
How to I Adapt without
shifting? Do I create
value at every stage of
Questions Your Business Should Answer
An ad agency wanted to improve social engagement
and presence for a snack brand around sporting
events. With topic data they found that many of the
assumptions around audiences and engagement
๏ Assumed 18 to 24 year old men. It actually turned out
35 - 66 year old women were engaging.
๏ Expected pre-game excitement to peak just before
game time. It really peaked almost 6 hours earlier.
๏ Thought most games were watched with friends.
Turns out most are watched with families.
Longitudinal study would allow these assumptions
to be tested for a variety of sporting and non-
sporting events and also surface previously
unsuspected brand connections.
๏ Use accurate knowledge of audience engagement to create more relevant messaging and campaigns.
๏ Target messages to audiences with better timing, to match true engagement patterns prior to game.
ASSUMPTIONS Vs. DATA
Challenging your assumptions
An ad tech company wanted to improve performance
for a campaign on Facebook for a national music
festival. Topic data identified audiences that were more
and less likely to engage with content and help target
๏ Identified that Women 25-34 from Kentucky, Indiana,
Michigan & other states over-indexed in music genre
๏ Identified that Men 18-24 from California under-
indexed in the music genre engagement.
๏ Identified a range of related interests, websites,
retailers and broadcasters that could be used for
This campaign had been nine months in the planning
before topic data was brought in. If topic data had been
available all the way through that process, then content
could have been tailored better throughout.
๏ Diverted spend from under-indexing to over-indexing demographic groups improving engagement rates and driving a 17% increase
in video completion rates.
๏ Identified artists and potential co-marketing partners to inform future campaigns and tailor content.
Driving engagement on content
A TV show producer needed to make more informed
decisions around advertising and social content, as
well as casting decisions for future seasons.
Based on topic data producers were able to better target
content and inform casting decisions:
๏ Identified the characters gaining the most
engagement on Facebook and then identified
variations by gender, age and state.
๏ Identified the scenes & storylines that drove most
engagement over the season.
๏ Identified potential actors for an upcoming season
that resonated with their core target demographic.
Using topic data throughout the life-cycle of a season
would not only inform the current season, but also
subsequent seasons and other shows.
๏ Tailor sponsored updates to feature an image of the most engaging character for each demographic group.
๏ Casting was also able to evaluate new actors that already resonate most with the TV show’s core demographics.
SCENE A SCENE B SCENE C SCENE D
Developing your product
Developing trusted insights.
Always make best effort at every stage of journey
to answer the elements that remove blindspots.
Verifying Audience Targets.
Based on our content, what key personas are
there. What detailed socialDNA attributes
can be then re-targeted in media.
Optimize Distribution based on key
channels that impact brand.
nfluencers real affinity and the
identity of those engaged.
The impact of amplified content