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Using Netnography To Map Audience Behaviour

Industry: Market Research
Tools: Brandwatch and Audiense
Market: USA, Pennsylvania
Methodology: Audience Segmentation, Profiling and Netnography

Brief:

MAPFRE wanted to understand Millennials (aged 25-35) in Pennsylvania, United States; who are grouped by significant milestones in their lives, such as marriage, buying a house or becoming parents.

Our Solution:

Using a three-stage methodology covering audience segmentation, profiling (demographics, personality, needs, values and online behaviour) and finally activation and messaging, Convosphere was able to give MAPFRE a deep understanding of their audiences.

Audience identification and segmentation

Using Audiense, we were able to identify six segments based on their gender and marital status specified in their bio. The segments identified: single men, married men, fathers, single women, married women and mothers.

After manually reviewing each group, we tracked their conversations over the last six months using Brandwatch. This way, we cleaned each group more thoroughly by deleting false positives, such as removing the “parents” of dogs and cats.

Profiling

Using Audiense, each audience group was profiled based on their unique personality traits, needs and values. We also included information about their online behaviours, for example, preferred content formats, the best times to reach them and the factors that influence their purchase decisions.

Using Brandwatch, we identified the topics that were of most interest and their relevance by each segment: entertainment, health and well-being, major life events and financial decisions.

Audience activation and messaging

The final outcome showed the most relevant products and message types for each segment after combining personalities, user profiles and conversational data.

All this information was key to running a data-informed campaign. The content development team created different messages and images that matched each segment’s content preferences, interests and personality.

Finally, each creative was tested against a non-personalised piece of content to measure changes in engagement and conversion rates.

Key findings & business impact

After three months of testing the different versions of the ads (personalised and non-personalised), we have three key takeaways:

  • Posting personalised messages and segmenting audiences drove higher engagement on Facebook. On Twitter, we saw similar results, slightly higher on commercial messages. However, the creative with the highest engagement rate was one of the personalized (2.65% ER vs. 2.27% ER top non-personalized creative)
  • We also observed how CPC and CPE decreased when we targeted people based in their interest with a personalized message, getting similar CPE than with general audiences. Being able to personalized messages per audience cluster in a more cost-effective way.
  • In terms of conversion rate, we did not observe a significant difference between results from the messages types.

What are we doing as a result of these findings?

  • We will continue using personalised messaging on niche audiences to drive engagement and brand awareness, especially on Facebook.
  • We will keep defining messages per niche audiences based on their interest in every stage of their journey.
  • However, we will revert to less-personalised campaigns when sending broader promotional and sale-related messages.

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