Скачать или смотреть Brown-Forman on Social Intelligence: Tracking the success of marketing campaigns

Brown-Forman's, Megan Haering, Consumer Targeting Analyst, talks about they use Social Intelligence to track the success of their marketing campaigns and product launches.

Transcript
We use social intelligence to track the success for marketing campaigns and product launches by listening to what consumers are saying on social media, and determining the sentiment and the themes around what's really resonating with them from our campaigns and our launches. We're able to hear what they're picking up based on if it's a commercial or a new product or any of the programming that we're doing and understanding the themes around that. Then we can bring it back to the brand teams and potentially tweak or continue the programming and the launch that we've already set up.