NetBase Launches Audience 3D for Powerful Consumer Understanding Beyond Demographics

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netbase-logoNetBase, an enterprise-scale social media analytics company, today launched Audience 3D™ (A3D), a new solution that provides brands and agencies with a complete, dimensional understanding of consumers. With early access to the Gnip Audience API from Twitter, NetBase Audience 3D solution is one of the first products to leverage the power of this new audience data. Twitter audience data, in combination with NetBase patented language technology, enables brands to have an unprecedented view into an audience and connect with them in authentic ways to drive real business value.

Brands such as Coca-Cola, 7-Eleven, and Taco Bell have already benefited from Audience 3D by creating winning marketing campaigns, engaging their most loyal fans, and expanding their audiences.

Social data has created a gold mine of consumer insights for brands and agencies, which have truly changed the role of the CMO,” said Pernille Bruun-Jensen, chief marketing officer of NetBase. “Social is at the heart of business growth. With Audience 3D, NetBase is helping CMOs understand what their audience loves, so they can engage in relevant conversation for stronger loyalty and greater business impact.”

NetBase, one of Twitter’s first Audience Insights Partners, focuses on using this new audience data to build premium products for marketers. With this relationship, Audience 3D customers have unparalleled access to Twitter data products that enables them to drive value with rich new insights and targeting capabilities.

The Gnip Audience API from Twitter provides valuable data including audience demographics and interests. This level of insight empowers brands to enhance marketing campaigns by knowing in real-time what their customers want, allowing them to reach those consumers with highly targeted messaging while measuring campaign reach and performance.

As a beta customer, 7-Eleven utilized Audience 3D to identify several unique audiences that matched the brand’s specific targeting profile for its new product — SOUR PATCH® Watermelon-flavored Slurpee® drink.

The Sour Patch Kids Slurpee product was a true customer driven innovation – directly uncovered from social,” said Matthew Schmertz, senior manager of digital marketing at 7-Eleven, Inc. “With NetBase Audience 3D, we were able to identify passionate audience segments that would love our new Slurpee. This helped us extend reach by 3 million consumers and increased engagement by 2X, making this one of the year’s most successful activations.”

This new way of social audience marketing enables brands to look beyond the traditional demographic-based audiences and instead grow their customers with psychographic models that reveal what people are truly passionate about. Marketers are now able to connect with the consumer at the most crucial moments, helping them reach a more relevant audience, increase customer loyalty, and ultimately achieve higher revenue.


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