Interview: Carnegie Mellon Professor Ari Lightman On How Students Are Empowered By Learning To Use Brandwatch Consumer Research
By Kara FinnertyJun 10
For the first time, collecting a full history of (online) consumers’ conversations is now possible.
As any marketer reading this will know, this data can provide huge value and ultimately help businesses make smarter decisions.
That’s why we built Unlimited Historical Data.
The feature provides instant historical insight on any topic from across the web over the last three years. Find out more here.
With a wealth of historical insight now available, some of our clients have begun implementing the data to find answers to complex issues.
One of our clients, a large beauty retailer in America, used our historical data to look at how it distributed stock. Its diverse product range contained high-value goods and the organization couldn’t always be sure it was distributing the right stock to the right stores.
Its diverse product range contained high-value goods and the organization couldn’t always be sure it was distributing the right stock to the right stores.
In closed-locations, like American airports, the beauty retailer knew how important it was to fill the store with goods that would entice the footfall. However, the customer range at different airports was so varied, the retailer couldn’t pin down which products would work best.
However, the customer range at different airports was so varied, the retailer couldn’t pin down which products would work best.
Traditional means of matching sales to stock surfaced problems. The sales data showed demand varied greatly over time. No consistent themes prevailed.
The beauty retailer turned to historical social data to find an answer.
Using our flexible search terms, the team collected conversation from passengers at airports across America. Using Rules, the brand segmented this data and tracked the purchase intent for beauty products at each of the locations.
Backlogging this data over three years immediately revealed trends for each location.
Some locations showed conversation expressing a desire to purchase high-end handbags, while other airports provoked discussion about designer wristwatches.
This smart use of historical data allowed this brand to implement a customer-focused solution to a problem that had troubled the company for years. However, the story didn’t end there.
After collecting the insight using historical data, the beauty retailer was able to create reactive marketing using real-time data.
Tracking conversation as it came in, the retailer could immediately identify a spike in conversation about a specific product at a specific airport.
When this occurred, the retailer changed its in-store digital display to promote adverts for the product. A growth in conversation about designer earrings would trigger an alert in Brandwatch, which marketers used to change the storefront display.
Social data provided a smart flexible response to a long-standing problem. The bespoke stock distribution, based on personalized consumer preferences, caused a bump in sales in stores across America.
Unlimited Historical Data instantly adds three years of historical data to our world-leading platform.
If you’re a customer and want to see it for yourself, speak to your Brandwatch representative.
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