Social data will not drive business value until you can tap into consumer perceptions and desires. That’s why we are very excited to announce Audience 3D (A3D), the newest innovation from NetBase to help you get a more human grasp of your consumers and engage them in relevant ways. See our new product video here
The Value of Twitter Audience API
A3D is one of the first products on the market to use Twitter’s Audience API to see not just what consumers are talking about, but what they truly mean. Seeing what else they are passionate about means you can better reach them, not just through social media, but IRL (in real life).
Our A3D beta customers, like 7-Eleven, Inc. and Taco Bell have already seen results from the way A3D leverages our patented language technology and Twitter Audience data to give an unprecedented insight into consumer behavior and engage these audiences.
7-Eleven Loyal Fans Drive Engagement
Take the SOUR PATCH® Watermelon-flavored Slurpee® from 7-Eleven. The 7-Eleven team was able to identify passionate audiences who would love the new flavor, including:
- People on social already asking for and enjoying both products
- People talking about other convenience stores
- People talking about other sour candy on social
And then target these fans on Twitter by announcing the new SOUR PATCH Watermelon-flavored Slurpee. Using Audience 3D to power the campaign proved to be a clear success by
- Extending campaign reach by 3 million unique fans
- Helping develop personalized messaging for each segment based on each segments’ interests, habits, and affinities
- Driving 2X engagement rate of prior campaigns
Matthew Schmertz, senior manager of digital marketing at 7-Eleven told us that with A3D his team was able to activate teens who wanted something new:
“With NetBase Audience 3D, we were able to identify passionate audience segments that would love our new Slurpee. This helped us extend reach by 3 million consumers and increased engagement by 2X, making this one of the year’s most successful activations.”
Dimensional Consumer Understanding Takes you Further
Times have changed – it’s not about you (the brand) anymore. It’s about the world viewed from the eyes of your consumer and what they think and how they feel about EVERYTHING – what we call a “dimensional understanding.” With the same speed and ease your current (and potential!) customers post to social media, A3D helps you answer the deeper questions that matter now. Questions like:
- With my consumer as ONE person, what can I learn from their conversations, ideas, and perceptions?
- What role does my brand play within my target customers’ universe?
- How can I look at my audience in a whole new way to unlock growth?
We’re going past age and gender to using real-time emotional insights to create segments that want-alike, feel-alike and switch-alike, to reach consumers on a personal level.
A3D gives you the means to engage your customers at scale and in real-time in an unprecedented, targeted manner. When you can tap into what your audience is talking about (even when they aren’t talking about you yet), you can dig in and create, foster, and maintain increasingly authentic relationships with consumers and grow your bottom line. Not bad for a more human approach to marketing.
If you want to see how it works, request to speak with an expert about our new favorite tool and see how it can change the way you speak to each person in your audience.