Advanced Demographics Brandwatch Masterclass NY, 2015

1. Amy Barker /Data Analyst
Using Brandwatch for Advanced Demographic Insights

2. Contents
Brandwatch and Demographics Data
• How we get demographics data
• How to access the key demographics components
• How to filter and breakdown by demographics data
Example Use Case
• Creative filtering
• Discovering insights
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3. UNDERSTANDING
YOUR AUDIENCE
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5. Who’s Talking About You?
• Demographic data can help form a more comprehensive view of
your brand
• Understand not only how people are talking about your brand,
but who
• And you already have the data… so use it!
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6. GETTING
DEMOGRAPHICS
DATA
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7. Brandwatch Demographics
• Brandwatch gathers any available data on each Twitter author’s gender,
location, profession and interests
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8. Brandwatch Demographics
• Gender Female
• Profession Executive
• Interests Family & Parenting, Beauty/Health & Fitness, Fine Arts
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9. DISCOVERING THE
DEMOGRAPHICS
COMPONENTS
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10. Adding Demographics Components to a Dashboard
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11. Adding Demographics Components to a Dashboard
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12. Demographics Summary
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13. Topic Comparison
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14. TOGGLE
DEMOGRAPHIC
DATA
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15. Toggling Demographic Data
• You can filter by location, gender, profession or interests on
almost all dashboard components
• Charts give you the most flexibility because you can also
“breakdown by” that data
• A chance to slice and dice the data in a ton of different ways!
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16. How to Filter with Demographic Data
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17. How to Filter with Demographic Data
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18. How to Filter with Demographic Data
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19. How to Breakdown by Demographic Data (Charts)
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20. How to Breakdown by Demographic Data (Charts)
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21. It’s so beautiful but…
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22. EXAMPLE
USE CASE
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23. Do Choosy Moms Choose Jif?
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24. Everything we’ve been told is a lie!!!
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25. Everything we’ve been told is a lie!!!
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26. Take Aways
• You have the demographics data, so use it!
• Key demographic data sets
• Location
• Gender
• Profession
• Interests
• The Demographics Summary and Topic Comparison components
are great for quick, easy wins
• But there’s so much more!
• Filtering with demographic data in most components
• “Breakdown by” demographic data in charts
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27. Document Limitation
The information given in this document has been checked for accuracy and completeness however
Brandwatch
shall not be liable for any errors or omissions.
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