/

Case Studies

/

From social chatter to targeted offers: A data-driven success story

From social chatter to targeted offers: A data-driven success story

From social chatter to targeted offers: A data-driven success story

How personality-based insights revolutionized targeted marketing

How personality-based insights revolutionized targeted marketing

Identified key drivers

Defined customer needs

Unveiled product attributes

Discovered growth opportunities

The challenge

Overcoming data complexity: Analyzing X for personality insights

A loyalty analytics company aimed to identify the personality traits of its loyalty shoppers based on their X (Twitter) feeds. The goal was to use this data to better understand consumer behavior and improve targeted marketing efforts.

Key challenges

  • Limited (Twitter) followers were in the user base

  • Creating accurate auras for personality segments was challenging

  • Twitter's noisy data, with abbreviations and emoticons, complicated analysis

The solution

Personality segmentation and data processing

Personality segmentation

Built personality auras with taxonomy and resources

Extracted key phrases unsupervised

Used embeddings for accuracy

Data processing and analysis

Extracted Twitter data

Cleaned text

Calculated similarity

Implementation approach

1

Data enrichment

  • Integrated DBPedia

  • Enhanced data insights

  • Compared terms to profiles

2

Trait identification

  • Identified traits for followers

  • Recognized interests: movies, music

  • Uncovered actionable insights

3

Marketing insights

  • Tailored strategies with traits

  • Boosted shopper engagement

  • Identified campaign opportunities

The impact

Driving targeted engagement and growth

Targeted marketing

  • Improved user interaction

  • Delivered personalized offers

  • Refined marketing focus

Social media expansion

  • Extended multi-platform insights

  • Extended market presence

  • Advanced customer insights

Enhanced offers

  • Increased conversion potential

  • Deepened connection

  • Offers tailored using account-level data

Looking ahead

Broaden insights

  • Expand analysis to include additional social media platforms for broader insights

Refine segmentation

  • Leverage customer insights to refine segmentation strategies and enhance personalization

Boost engagement

  • Enhance targeted marketing with AI-driven recommendations for greater engagement