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Convosphere | Social Intelligence Digest | 22.10.2021

Campaign Evaluation: How to measure true impact with social data

Considering the plethora of possible approaches and analysis tools available, combined with the multichannel nature of today’s consumer landscape, it’s no wonder knowing how to assess campaign effectiveness is one of the biggest challenges marketers face. But measuring the impact of marketing efforts and identifying specific ways to improve the ROI of your marketing spend needn’t be a daunting task. Our latest blog post explains how you can effectively evaluate campaign performance and measure true impact with social data.

Pinterest data reveals shift in holiday-makers’ approach to travel planning

From border closures to stringent Covid testing of passengers, the tourism industry has been hard hit by the pandemic. But as rules are easing for international travellers, the sector is slowly emerging from the crisis. This Pinterest report shows how, after months of lockdowns and restricted movement, consumers have changed the way they approach their holiday planning and why this shift in behaviour offers new opportunities to travel brands.

Case study: Honing in on the micro-influencer in CBD marketing

It’s hard not to be impressed by the enormous follower count of the top tier social media celebs. But organisations looking to partner up with an influencer as part of their marketing strategy should think twice before shortlisting contenders by vanity metrics, including audience size. In this case study, we show how, through our influencer identification methodology, we helped a CBD ecommerce brand find and establish relationships with micro-influencers to reach their target audience.

Convosphere and MAPFRE to speak at MRS’ Financial Services Summit

“How can we gain a deeper and more holistic view of our target consumers?”. This was the question MAPFRE’s Life Insurance division sought to answer when they turned to us earlier this year, trusting that our expertise would help capture the true voice of their customers in a timely and cost-effective manner. Sign up to MRS’ Financial Services Summit to hear directly from Convosphere’s Tamara Lucas and MAPFRE’s Odoga Treviño as they explain how, by combining our conversational analysis with focus groups and mobile netnography, they were able to develop agile customer personas which were used to form the company’s UX and communication strategies.

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