How to MeasureIntent to Purchasewith Social Data

Measuring intent to purchase

Intent to purchaserefers to the slice of the

overall social conversationof a brand that is made up byposts denoting the desiresand emotions of the

buyers.

Measuring intentto purchase over social

media provides brands withvaluable insights which help tounderstand the ROI of variousmarketing and promotionalefforts, the impact of acrisis, and more.

Why is this important?

Crimson Hexagon's ForSight platform is able to measure and monitor intent topurchase thanks to its BrightView algorithm, which allows users to create andtrain only a handful of posts into custom-defined categories that users canthen perform in-depth analysis on.

How can this be accomplished?

For example, you can create a category for intent to purchase and measurehow the proportion of that category changes over time in relation to othertopics of conversation, such as brand experience or general productdiscussion.

Analyzing Converse's campaign impact on intent to purchase

We analyzedConverse’s recent

Made by You campaignin order to demonstrate howmeasuring intent to purchasehelps tie social conversationwith campaign success

and sales.

Christmas Campaign launch Peak after campaign

It is clear that the Made by You campaign had a strongly positiveimpact on consumer intent to purchase. The volume of conversationsurrounding intent to purchase began to increase just after thecampaign launched and then peaked at the beginning of April, with avolume nearly identical to that over Christmas.

Looking at historical data, we found that in 2014 there was no increasein intent to purchase conversation during the month of March. Thisshows that the campaign boosted intent to purchase conversation in amonth that we found to be generally slow.

Thanks to social media monitoring, we were able to proveConverse’s campaign ROI in a way that was not possible before.

Understand the relationship between conversation volume onsocial media and sales numbers to determine ROI.Understand how marketing and promotion efforts, events, orcrises impact intent to purchase.Accurately measure the success of various marketing activities.Understand the seasonality of intent to purchaseUnderstand the origin of increases and/or peaks in conversation.

By analyzing intent to purchase conversation, brands can:

Our ForSightplatform provides the

breadth of features and thedepth of analysis to find theanswers to your strategicbusiness questions.

Interested in learning more about how our platform can help you?

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crimsonhexagon.com@crimsonhexagon