NEW YORK, Nov. 17, 2016 /PRNewswire/ -- As more and more consumers engage in social media, brands need to invest more time in understanding how their current customers and prospects interact on this growing channel. To help address this need, Experian Marketing Services has teamed with SpotRight to provide brands with actionable insight into the social media behavior of their customers. Social Media Analysis is a new visualization tool that enables marketers to better understand the social influence, brand behavior, following activity, competitor overlap and rich demographic information of their target audiences.
Social Media Analysis leverages Experian's consumer demographic and lifestyle data, as well as SpotRight's social media relationships, to help marketers paint a rich and full picture of their target audiences. Additionally, marketers can gain insight into any audience, including a custom digital audience (a brand's or competitor's social following, hashtags, etc.), first-party CRM data or an audience defined through Experian ® third-party data. "When it comes to social media data, marketers need to go beyond likes, shares and reposts. They need to listen and quantify what consumers are saying and doing," said Brienna Pinnow, director of product marketing for Targeting, Experian Marketing Services. "So many consumers make their opinions and preferences known on social media, and the marketers that succeed are those that leverage opportunities to better communicate messages that resonate with their customers." With the holidays rapidly approaching, Experian leveraged Social Media Analysis to gain more insight into the consumers currently mentioning #BlackFriday on social media. The analysis* found that nearly 53 percent of those discussing the much-anticipated day after Thanksgiving are women. Additionally, approximately 60 percent of consumers including the hashtag in their posts fall between the ages of 26 and 50, while more than 73 percent are married. From a geographic perspective, consumers mentioning #BlackFriday are 1.75 times more likely to live in Washington, D.C. As marketers prepare for Black Friday, this level of insight can help them improve their holiday campaign performance and deliver personalized messages to their customers. For example, if 73 percent of consumers mentioning Black Friday on social channels are married, then marketers may want to include messaging, such as "Great gifts for your spouse."