Why Your Marketing Needs Real-Time Data

Another Advertising Week in New York is upon us and so far I have seen some great presentations from companies like Facebook, LinkedIn, Twitter, Quantcast, comScore, and even Yahoo!. However, if there is one thing that is becoming painfully clear to me is the need to be relevant to your audience – whether you are advertising to them, being social with them, or just creating the right kind of conversations about your brand. We often throw this idea around as marketers – “being relevant”, but few people discuss how!

I presented at Advertising Week and that is the exact topic I wanted to drill into – How to be relevant by using real-time data about your audience!

So to illustrate this, I decided to run a research experiment to show at IAB MIXX. This was research that was exclusive to IAB MIXX, but you can now see below. The idea focused on how I could show the IAB MIXX audience how to target marketers like themselves with real-time data.

To do this, I asked our research analysts at Networked Insights to study what marketers talk about. We created a custom audience based on social data from blogs, microblogs, social networks, and forums. We then added to that with web information from Google, comScore, and Quantcast. Together, this information tracked what topics were important to marketers over the last 4 weeks.

As a seasoned marketer, I came to the table with my own ideas of what topics marketers discuss, what media they consume, and what popular culture they talk about. The results were different than I thought (see below).

It proved to me that even though you think you know your audience, you can never know them well enough! Real-time data can give you incredible Intelligence and can make marketing decisions like sponsorships, product placements, advertising, and content development much easier!

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