Post on 14-Jul-2015
Improved Speed + Accuracy for Research with Datasift Demographics
Tim BarkerChief Product Officer
DataSift
Paul HalletCEO & Co-founder
Demographics Pro
Surveying Public Opinion Can Be a Headache
With traditional research methods
• It takes weeks
• It’s costly
• Wisdom gained can only be applied to areas of your
business worth the large investment of resources
But It Doesn’t Have to Be This Painful!
At Any Given Moment on Twitter…
At Any Given Moment on Twitter…
Conversations about…
• Brands
• Products
• Events
• Celebrities
• Current Events
• Basically anything
Over 1,200 Posts About Pumpkin Spice Latte Yesterday
Tim BarkerChief Product Officer
DataSift
Paul HalletCEO & Co-founder
Demographics Pro
A Single Tweet Contains 120 Items of Data
Largest Record of Human Opinion on the Planet
1 Billion Tweets Every 2 Days
Market Research with Twitter Demographics as...
A New Way to Think About Research
A New Way to Think About Research
• Extract targeted Twitter data for analysis
• Rich Twitter demographics
• Create a balanced audience with
a research panel
Eliminate Research Participant Bias
• Research panels enable companies to target their
research to key demographics
• Remove population bias
• Benchmark their opinion vs general population
Building research panels with Twitter Demographics allows companies to:
But There are Challenges in Identifying Demographics within Twitter Data...
Challenge 1: Extracting Data from Text
ReplyFavorite
.
.
.
TEXTTEXTTEXTTEXTTEXTTEXTTEXTTEXTTEXTTEXTTEXTTEXTTEXT
TEXTinteraction_id interaction_typecreated_atauthor_username author_language source interaction_linkklout_scoregender geo_latitudecontent language
Interaction
interaction_id interaction_typecreated_atmention
TEXTTEXTTEXT
TEXT NOT NULL
Mentions
normalized_url
interaction_id interaction_typecreated_atauthor_username url title domain
TEXTTEXTTEXTTEXT
TEXT NOT NULLTEXTTEXTTEXT
Links
interaction_id interaction_typecreated_athashtag
TEXTTEXTTEXT
TEXT NOT NULL
Hashtags
interaction_id interaction_typecreated_athashtag
TEXTTEXTTEXT
TEXT NOT NULL
Hashtags
Challenge 2: Extracting Additional Demographic Insights from Your Twitter Audience
User Bio#Followers
Missing Audience Insights LocationGenderAge rangeProfessionInterests
Challenge 2: Extracting Additional Demographic Insights from your Twitter Audience
Twitter Data is a Form of Human Data, and Datasift is the Human Data Platform
that Has Resolved These Challenges.
Platform
DataSift is the Human Data Platform
• We partner with the world’s social networks
to enrich and mine data for analysis
• We process more than 2 billions data items per day
• We provide a platform for companies that want to go
beyond basic use-cases for social
By Using the Datasift Platform, Businesses Are Able to Turn Human Data into Meaning
UNLOCK
USE
UNIFY
ENRICH • MINE • CLASSIFY
INTEGRATE • REAL-TIME • NORMALIZED
BRAND HEALTH • MARKET OPTIMIZATION • CUSTOMER EXPERIENCE • REVENUE GENERATIONOPERATIONAL IMPROVEMENTS • INNOVATION
ANALYTICS • APPLICATIONS • PROCESSES
Compared to Traditional Research Methods, Market Research with Datasift and Demographic
Twitter Data is Vastly More Economic.
Gives You the Real Time, Vast Opinion of the Market….
Removes Bias Due to Traditional Research by Self Selection…
Gives Much Faster Results. Instead of Weeks, You Get Results in Hours….
Let’s You Collect Multiple Data Points over Time….
Therefore, It Helps to Shape and Define the Questions that You Can Ask….
Build segments for your social audience
Measure how your messaging resonates for each social segment
Identify similarities and trends and optimize your campaigns for each social group
Practical Applications
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2
3
• Survey data confirmed what retailers thought.
• Profiles for Lulu + competitors were
similar (women, 23-34)
• The brands also believed this to be their
core demographic
Why LuluLemon was able to maintain its market position, while other brands have difficulty challenging them
DataSift Customer Case Study
Age Breakdown for LuluLemon vs Competitors
• LuluLemon was the only brand to show significant traction in the 19 and under crowd
• More than 100% more than next nearest
Conclusion
• This demographic (women, 19 and under) was raising the
overall profile of the brand
• As younger women transition into the work force and
become buyers, LuluLemon already has the mindshare lead
• Any brand that wants to challenge LuluLemon will have to
appeal to this audience as well
Build segments for your social audience
Measure how your messaging resonates for each social segment
Identify similarities and trends and optimize your campaigns for each social group
DataSift Demographics
• Analyze and segment socialconversations based on detailed audience demographics
• Go beyond conversation analysis tounderstand if you’re hitting your target market socially
• Up-to 23 demographic details based on statistical analysis of public tweets
• Respects user-privacy removes identifying details of user and tweet removed
What's Included? The Demographics Pro Methodology
What's Inside Demographics Pro Data
Demographics Pro Profiling Methodology
• Up-to 23 demographic details based on statistical analysis of public Tweets
• Respects user-privacy removes identifying details of user and tweet removed
Datasift with Demographics Twitter Data from Demographics Pro Summary
• Create new products and value from demographic and
audience insights
• Go from measuring # mentions to market research
• Privacy-safe approach
Get started with DataSift: www.datasift.com/get-started
Free Demographics Consultation: hello@datasift.com