Social Data: большие данные для маркетинговых исследований, разработки стратегий и их реализации.
Сергей Худовеков, старший партнер, руководитель практики HR Paper Planes Consulting Agency
Видеозапись с бизнес-завтрака #ВыжитьВтренде (03-03-2020).
ТАЙМКОДЫ:
00:35 Выявление пользовательских предпочтений с помощью концепции JTBD (jobs to be done).
10:35 JTBD и мотивы потребления. Кейс производителя БАД и Adrenaline Rush.
11:54 Social Data, HR-брендинг и кластеризация по типам потребления контента.
16:41 Сегментация целевой аудитории с помощью social data. Кейс салона оптики.
21:40 Сегментация в «детском» маркетинге. Кейс магазина детских товаров.
23:40 Комбинаторика: от платежного поведения в социальные сети.
24:58 Рекламные квизы, как способ собрать данные по ЦА.
25:56 CJM (Custom Journey Map) на основе social data. HR кейс табачной компании.
Выступление в рамках бизнес-завтрака «Аналитика соцмедиа – инсайты для успешного маркетинга», 2020.
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