The Moneyball Moment: Data-Driven Real-Time Marketing
description
Transcript of The Moneyball Moment: Data-Driven Real-Time Marketing
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
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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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