Social panels are a group of people that share certain characteristics, like doctors, millennials, or people who love basketball. These panels can be created and tracked online, and they can help you discover what other characteristics form the glue of a certain group, which can be incredibly useful when brands or agencies try to connect with these audiences through content. This case study discusses an agency managing a major retailer’s loyalty programme, who wanted to understand how social media data can be used to help boost the effectiveness of their targeted marketing initiatives. By finding out the context of what makes people love loyalty programmes, the agency could come up with effective ways to reach out to customers.
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