Social Network Footprint
By combining social network profiles
with traditional overlay data from 3rd party vendors we can understand who is where. The following example used registered
voters from the fall of 2008 to show the penetration of social networks among Democrats and Republicans. While
Democrats had a higher penetration the gap wasn't as large as one might expect from the popular media.
In another example of how the Social Network Footprint helped in marketing consider the sites "Classmates"
and "MyYearbook" - both target graduates of various institutions. Here is the age profile of members of both
- notice that MyYearbook has a much younger audience.
53' Billboards in a DMA
Estimating the impressions
and Cost Per Thousand for advertising on the side of tractor trailers. Because the trailers are tracked by GPS the
showing in each DMA can be calculate. This involved marrying location data from a number of trailers with the boundaries of
DMAs in order to compute how much time is spent in "Chicago".
What's your wind worth?
With everybody trying to lock up wind rights
we thought it would be good to provide a way to answer the question the $64k question. Since every parcel of land is
in a wind corridor, is some distance from the grid, and is of a known size it was 'easy' to create a calculator to
determine the value of a given location. To help dispel the hype we also highlighted the four problems
- Wind is Fickle and Inconsistent
- Wind Blows at the Wrong Time
- Only some Wind is
- Wind isn't Dense
Working with another agency we came up with an interesting design.
There's a lot of talk about recommendations, trust and the influence
of peers. But in order to help marketing figure out what tactics might work it would help if there were a way to break
"influence" into manageable chunks or levers. So, working with some communications experts we developed the
following way to describe 'influence.'
Influence is a function of trust and brand charge.
Trust in turn is based on the strength of the relationship and the relevance; each of which has sub-components. Charge,
or what someone actually says, consists of intensity, sentiment and timing.
The influence of a marketer
is based on their history and frequency of interaction plus if they are perceived as providing useful information.
Law is Not Just For Lawyers
Sometimes the category your in isn't
where you need to be. Consider online law schools.
Most people presume that if one graduates from
law school they can be a lawyer. Well not quite. The ABA does not currently accredit online programs, so a graduate
can't sit for the bar and 'be a lawyer.' So rather than fight that battle we looked at where graduates
worked - jobs, industries and functions. Lo and behold, there are numerous careers where legal education is critical
- regulatory compliance, health care, mergers and acquisitions, and technology/IP. To get this message through we recommended
an 'avoid the legal potholes' strategy, complete with street art at appropriate conferences.
The following graph uses the 'cloud' concept to illustrate both frequency of search and conversion rate.
The size of a term indicates the frequency of a term and color indicates the conversion rate (red is hot). So in this
case, it is easy to see that bidding on 'American Idol' probably doesn't cover costs while terms like 'singing
lessons' should be given more emphasis.
Note: this also has been applied to TV spots
and lead generation to optimize media plans.