Masterclass: Using Brandwatch for Advanced Demographics

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This document discusses how Brandwatch collects demographic data on social media users and how that data can be accessed and used for analysis. It explains that Brandwatch gathers gender, location, profession and interest information on Twitter users. It shows how to add demographic components like summaries and comparisons to dashboards. It also demonstrates how to filter and break down analysis by location, gender and other attributes. An example use case looks at analyzing mentions of peanut butter brands by mothers' demographics.

Social Media

Amy Barker /Data Analyst
Using Brandwatch for Advanced Demographic Insights

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
#brandwatchtips © 2015 Brandwatch.com | 2

UNDERSTANDING
YOUR AUDIENCE
#brandwatchtips © 2015 Brandwatch.com | 3

#brandwatchtips © 2015 Brandwatch.com | 4

GETTING
DEMOGRAPHICS
DATA
#brandwatchtips © 2015 Brandwatch.com | 6

Brandwatch Demographics
• Brandwatch gathers any available data on each Twitter author’s gender,
location, profession and interests
#brandwatchtips © 2015 Brandwatch.com | 7

Brandwatch Demographics
• Gender Female
• Profession Executive
• Interests Family & Parenting, Beauty/Health & Fitness, Fine Arts
#brandwatchtips © 2015 Brandwatch.com | 8

DISCOVERING THE
DEMOGRAPHICS
COMPONENTS
#brandwatchtips © 2015 Brandwatch.com | 9

Adding Demographics Components to a Dashboard
#brandwatchtips © 2015 Brandwatch.com | 10

Adding Demographics Components to a Dashboard
#brandwatchtips © 2015 Brandwatch.com | 11

Demographics Summary
#brandwatchtips © 2015 Brandwatch.com | 12

Topic Comparison
#brandwatchtips © 2015 Brandwatch.com | 13

TOGGLE
DEMOGRAPHIC
DATA
#brandwatchtips © 2015 Brandwatch.com | 14

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!
#brandwatchtips © 2015 Brandwatch.com | 15

How to Filter with Demographic Data
#brandwatchtips © 2015 Brandwatch.com | 16

How to Filter with Demographic Data
#brandwatchtips © 2015 Brandwatch.com | 17

How to Filter with Demographic Data
#brandwatchtips © 2015 Brandwatch.com | 18

How to Breakdown by Demographic Data (Charts)
#brandwatchtips © 2015 Brandwatch.com | 19

How to Breakdown by Demographic Data (Charts)
#brandwatchtips © 2015 Brandwatch.com | 20

It’s so beautiful but…
#brandwatchtips © 2015 Brandwatch.com | 21

EXAMPLE
USE CASE
#brandwatchtips © 2015 Brandwatch.com | 22

Do Choosy Moms Choose Jif?
#brandwatchtips © 2015 Brandwatch.com | 23

Everything we’ve been told is a lie!!!
#brandwatchtips © 2015 Brandwatch.com | 24

Everything we’ve been told is a lie!!!
#brandwatchtips © 2015 Brandwatch.com | 25

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
#brandwatchtips © 2015 Brandwatch.com | 26

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.
Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 3898053
4th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom
Email contact@brandwatch.com
Web brandwatch.com
Twitter @brandwatch
Telephone
UK +44 (0)1273 234290
US +1 212 229 2240
DE +49 (0)30568 370 040

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Telegram is a messaging platform that ushers in a new era of communication. Available for Android, Windows, Mac, and Linux, Telegram offers simplicity, privacy, synchronization across devices, speed, and powerful features. It allows users to create their own stickers with a user-friendly editor. With robust encryption, Telegram ensures message security and even offers self-destructing messages. The platform is open, with an API and source code accessible to everyone, making it a secure and social environment where groups can accommodate up to 200,000 members. Customize your messenger experience with Telegram's expressive features.

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快速办理(BCR毕业证书)加州大学河滨分校毕业证文凭证书一模一样

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Masterclass: Using Brandwatch for Advanced Demographics

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 #brandwatchtips © 2015 Brandwatch.com | 2

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! #brandwatchtips © 2015 Brandwatch.com | 5

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! #brandwatchtips © 2015 Brandwatch.com | 15

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 #brandwatchtips © 2015 Brandwatch.com | 26

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. Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 3898053 4th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom Email contact@brandwatch.com Web brandwatch.com Twitter @brandwatch Telephone UK +44 (0)1273 234290 US +1 212 229 2240 DE +49 (0)30568 370 040

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