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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.


Jason Hartley

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