The Moneyball Moment:data-driven real-time marketing

Chris KernsDirector of Analytics & Research, Spredfast #Trendology

Book now available on Amazon and Barnes &

Noble

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Interest / Conversation

Data

-Dri

ven T

hin

king

Real-Time Marketing

Listening

SEORetargeting

OPPORTUNITY

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RTs: +2,402%Favs: + 1,558%

@BestBuy usually sees about:

34 RTs31 Favorites

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real-time marketing allows brands to draft behind trends

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1) Ignore the RTM hype, look at the data

2) You still need to do the work

3) Your audience is ready for real-time

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1) Ignore the RTM hype, look at the data

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people say: “there will never be another blackout at the Super Bowl.”

OPPORTUNISTIC

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the data tells us: “that doesn’t matter.”

OPPORTUNISTIC

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Opportunistic RTM: Performance by Brand

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Royal Baby #2 Announcement

WATCHLIST

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Royal Performance

Performance vs. Average 2014 Performance

WATCHLIST

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Best Performing Content

+683% +664% +221%

WATCHLIST

+2887%

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Apple’s iPhone &Apple Watch Event

PLANNED

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iPhone Event RTM Performance

Performance vs. Average 2014 Performance

PLANNED

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+5,381%

Best Performing ContentPLANNED

+2,563%

+1,639%

+685%

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Audiences Love Brands #Bending the Rules

Performance vs. Average 2014 Performance

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rewardrisk#Trendology

2) You still need to do the work.

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#ThoseThreeWords

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“What the Hell?”

Performance vs. Average 2014 Performance

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+281%

Different Levels of Performance: )

: )

: (

: (

+1,731%

-79% -70%

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Different Levels of Performance

Performance vs. Average 2014 Performance

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3) Your audience is ready for real-time.

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Soon, audiences will notonly welcome brands in their

social conversations, they’ll expect brands there.

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1) Ignore the RTM hype, look at the data

2) You still need to do the work

3) Your audience is ready for real-time

#Trendology

Trends Happening During this Talk:

#goodthings: Starbucks, Applebees

#happyMonday: Nissan, Dove, Alaska Airlines,

Absolut

“black friday”:Victoria’s Secret, Nike, Walmart,

Chevrolet, United, Office Depot, Bath & Body Works #Trendology

thanks

@chriskerns

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