Large Technology vendor achieved mass personalized customer engagement with social media analytics
Company Size
1,000+
Product
- Social Media Analytics
Tech Stack
- Data Integration
- Data Visualization
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Brand Awareness
- Customer Satisfaction
Technology Category
- Analytics & Modeling - Big Data Analytics
Applicable Functions
- Sales & Marketing
Use Cases
- Demand Planning & Forecasting
Services
- Data Science Services
About The Customer
The customer is a leading software, services, and solutions company in the technology industry. They are a large-scale enterprise with a broad customer base. The company is focused on driving digital utilization and enhancing customer engagement. They aim to target profitable segments for acquisition and propagate engagement to drive customer brand advocacy. The company is interested in creating personalized engagement initiatives based on digital profiles and wants to avoid a one-size-fits-all approach in their marketing campaigns.
The Challenge
The client, a large technology company, wanted to better target profitable segments for acquisition and enhance engagement with their profitable customers to drive digital utilization. They aimed to propagate engagement to drive customer brand advocacy. The company sought to create more personalized engagement initiatives based on digital profiles, avoiding a one-size-fits-all approach in their marketing campaigns and considering customer preference in defining engagement models.
The Solution
Blueocean Market Intelligence provided a solution by conducting a detailed and in-depth social intelligence process to build an initial understanding of the depth and breadth of digital behaviors and attitudes. They identified the primary behaviors and attitudes of customers and prospects. The team enhanced the existing customer segmentation by segmenting the customer base by overlaying with existing new norms segmentation. They developed a model and attribute segments on top of the client database. This unique approach provided the client with a well-rounded understanding of how their customers use social media for work and leisure, and how susceptible they are to engaging with the client through this forum.
Operational Impact
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