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Thursday, October 19th, 2017 - 10:30AM - 11:10AM

When Search met Social: Using data to uncover new consumer behaviors

Data from both search and social media has been informing marketing plans and advertising campaigns for years, but the two data sets have largely been kept in silos. Where social data represents an expressive, vocal audience that shares their opinion publicly, search data represents a private audience that limits their expression to one-way queries in browser. When the behaviors and insights from these sets are uncovered, and then used together, marketers can create a more complete picture of any given consumer’s online behaviors, motivations and barriers. This session will explore this new method of data implementation, highlighting successful brand cases and the new behaviors uncovered.

Key learnings include:

  • Search and social data can be used together to reconcile consumer behavior trends identified in public social conversation with those identified in private consumer search activity.
  • Analysis of these two data inputs helps marketers make connections across the consumer purchase funnel- social data provides insights from consumers in the awareness and consideration phase while search data offers insights from consumers further along the funnel in the intent and purchase phase.
  • The cross pollination of search and social data disrupts traditional research methodology to reveal tension points that may not otherwise be seen.

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    Jason Hartley
    SVP, National Head of Search and Paid Social
    360i

    About your Presenter

    Jason Hartley is SVP, National Head of Search and Paid Social at digital agency 360i, where he oversees search strategy, paid search and paid social best practices for marketers such as Spotify, Pernod Ricard, Capital One, FOX and JCPenney.

    Jason has appeared in a number of media outlets such as Direct Marketing News and Search Engine Journal. His book, The Advanced Genius Theory (Scribner), was also featured in The New York Times, The Wall Street Journal and Entertainment Weekly.

    Prior to 360i, Jason was a media manager at Hachette Filipacchi Media, managing the email and SEM programs for publications like Elle, Woman’s Day, Car and Driver and Road and Track. Before Hachette, he served as editorial director for the dELiA*s catalog, website and stores.

    Jason graduated with a BA in English Language and Literature from the University of South Carolina-Columbia.

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