Digital consumer intelligence (DCI) is to marketing as the spider bite was to Peter Parker.
When marketers get their hands on powerful consumer insights, their senses are honed. They can focus on what’s important and supercharge their activities.
Content, product launches and campaigns can all be centered around the superpower of marketing success: real-time consumer data.
We’ve made some big claims here, so let’s back them up.
What is DCI (really)?
From unprompted social and search data to sales numbers and weather patterns, marketers and the organisations they serve have access to a massive breadth of data.
- Half a billion new unprompted online conversations every day
- Full historical data going back to 2010 with an archive of 1.4 trillion posts
- Conversations from 100 million sites (Twitter, Reddit, Facebook, Douban and beyond)
We’re talking about totally unprecedented access to the largest ever archive of human thought.
By combining the digital data explosion with powerful technology that can structure and make sense of it all, digital consumer intelligence solutions help marketers better connect with their consumers and do their jobs better.
The three pillars of DCI-driven marketing
Broadly we can break down the benefits of DCI in marketing into three core actions.
We’re living in unprecedented times – times in which being plugged into what’s going on, how people feel and what they want will pay. The stakes are too high to close barriers on vital streams of insight.
Having the correct DCI set-up is critical for being alerted to a crisis, opportunity or change in sentiment that’s only just gaining traction.
Down-to-the-minute analysis, instant notifications; these are the differences between finding out in the moment, before something escalates, and finding out too late.
Covid-19 and its effects have taken everyone by surprise. As a result, brands have had to react fast to create thoughtful, effective and practical responses to the pandemic. In response to the growing crisis, Brandwatch has created a Covid-19 daily insights bulletin and weekly in-depth report, compiling the most interesting data and consumer trends across categories, sectors, and regions.
For example, we found 180,000 people talking about ramen noodles on social. The favorite flavour? Chicken, by a mile. This might seem innocuous but data points like these can inform helpful branded content on preparing food at home, or even help with predicting demand for these flavours.
Predicting how much demand there will be for a product or service is a difficult task, and getting it wrong can be an expensive mistake. However, with global data and the right alerts set-up, your team can spot trends and predict demand with impressive accuracy.
One of our US clients used Brandwatch to track where conversations about new hairstyles started and grew throughout the globe.
They thought, ‘if we could figure out where new hairstyles are more likely to start, then we could monitor that region and learn about new trends before anyone else’.
Cool, right? But you can’t do this with just American social data.
With Brandwatch’s global data sources, they scoured the web and found conversations about new hairstyles often started in Asia before becoming popular in other parts of the world. Using Brandwatch to monitor the region, they were able to get a head-start updating their product portfolio to accommodate for the coming increase in demand.
Finding something new, finding something first or finding something surprising that your competitors haven’t capitalised on comes from exploration and flexibility with data. DCI enables this kind of innovation in marketing and beyond.
Start looking in places you haven’t looked before. When you start tapping into different platforms or data sources, you can build out a more holistic picture of who your audience is and, maybe even more importantly, who they aren’t.
Broadening your lens can be vital to answering previously unanswerable questions. Remember, consumers don’t exist in a vacuum. Looking at trends outside your industry can help you innovate and pinpoint trends you may not have otherwise considered.
This ultimately builds out your customer profile, supports sales and helps create more targeted marketing.
We all remember when Nike collaborated with Colin Kaepernick.
The reaction was explosive. No we’re not talking about the shoe-burning, we’re talking about the results.
The Colin Kaepernick campaign connected the brand to many new and existing customers on a whole new level. Online sales increased by 31% the Labor Day weekend following the ad’s release. A few months later, sales were still booming, with a 10% income increase driven by strong revenue.
It was a bold move but it was definitely calculated. Social data shows us that Nike followers are more likely to share news from liberal sites than other sports brands. The liberal news they share is also most likely to be about minority rights. When you consider these two factors alone, getting a prominent athlete activist on board for a new campaign makes sense.
The already prominent brand showed a new, courageous face to the public and, overall, it was a big success. Let’s call it a product of informed innovation – less risk, more reward.
DCI makes seemingly risky moves feel more like informed decisions, creating a greater chance of payoff.
Bottom line: DCI will drive your marketing forward
With great power comes great responsibility.
Marketers are tasked with the duty of spearheading DCI efforts to drive results across the organisation.
The successful companies of tomorrow will be the ones who have mastered and operationalised digital consumer intelligence.
Are you going to be one of them?