Brandwatch Masterclass: Campaign Tracking

Using Brandwatch for Campaign Tracking

Michael Brackpool / Enterprise Sales

Jonny Sawyer / Enterprise Sales

CAMPAIGNS IN THE SOCIAL MEDIA AGE

What is a Campaign?

Hashtags, emails, competitions etc.

H&M USA @hmusa

“All smiles from the first in line! We open our #HMTSQ store in less than 3 hours!”

HOW DO YOU KNOW IF IT WAS SUCCESSFUL

OR NOT?

Conversation about H&M online

12

MAKING SENSE OF YOUR DATA

1 2

Topic Analysis reveals Celebrity peaks

1

2

But which (expensive) endorsement performed best?

CATEGORISATION

What are Categories?

Categories provide a structured way to segment your data by customer profile, emotion, conversation type or anything you want.

Categories allow you to group related data attributes (i.e. a Category "Color" with Subcategories "Red", "Green", and "White").

This allows for easier classification along defined dimensions and more powerful charting options.

They can be used together with Rules to have your data sorted automatically.

Automated by Rules

Easily chart your Subcategories

Compare subcategory volumes

Analyse by region

Sentiment analysis

Demographic Analysis

PURCHASE INTENT

Intent to Purchase Rule

Which endorsement drives purchase intent?

Who’s buying?

So which endorsement really performed best?

A FEW EXTRA TIPS:

Date Range Comparison

Hashtag Operator

Twitter Hindsight

27

Document LimitationThe information given in this document has been checked for accuracy and completeness however Brandwatch shall not be liable for any errors or omissions.

Brandwatch is a trading name of Runtime Collective Limited. Registered in England & Wales: 38980534th Floor, International House, Queens Road, Brighton, BN1 3XE, United Kingdom

Email contact@brandwatch.com

Web brandwatch.com

Twitter @brandwatch

Telephone

UK +44 (0)1273 234290

US +1 212 229 2240

DE +49 (0)30568 370 040