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Brandwatch Masterclass: Campaign Tracking

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Veröffentlicht am

London Brandwatch Masterclass Session, 3 October 2014

Veröffentlicht in: Soziale Medien
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Brandwatch Masterclass: Campaign Tracking

  1. 1. Using Brandwatch for Campaign Tracking Michael Brackpool / Enterprise Sales Jonny Sawyer / Enterprise Sales
  2. 2. CAMPAIGNS IN THE SOCIAL MEDIA AGE
  3. 3. What is a Campaign?
  4. 4. Hashtags, emails, competitions etc. H&M USA @hmusa “All smiles from the first in line! We open our #HMTSQ store in less than 3 hours!”
  5. 5. HOW DO YOU KNOW IF IT WAS SUCCESSFUL OR NOT?
  6. 6. Conversation about H&M online 1 2
  7. 7. MAKING SENSE OF YOUR DATA
  8. 8. 1 2 Topic Analysis reveals Celebrity peaks 1 2
  9. 9. But which (expensive) endorsement performed best?
  10. 10. CATEGORISATION
  11. 11. What are Categories? Categories provide a structured way to segment your data by customer profile, emotion, conversation type or anything you want. Categories allow you to group related data attributes (i.e. a Category "Color" with Subcategories "Red", "Green", and "White"). This allows for easier classification along defined dimensions and more powerful charting options. They can be used together with Rules to have your data sorted automatically.
  12. 12. Automated by Rules
  13. 13. Easily chart your Subcategories
  14. 14. Compare subcategory volumes
  15. 15. Analyse by region
  16. 16. Sentiment analysis
  17. 17. Demographic Analysis
  18. 18. PURCHASE INTENT
  19. 19. Intent to Purchase Rule
  20. 20. Which endorsement drives purchase intent?
  21. 21. Who’s buying?
  22. 22. So which endorsement really performed best?
  23. 23. A FEW EXTRA TIPS:
  24. 24. Date Range Comparison
  25. 25. Hashtag Operator
  26. 26. Twitter Hindsight
  27. 27. 27
  28. 28. 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 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

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