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Kaitlin Atkinson
Kaitlin Atkinson

This document describes a company that provides social media audience data and insights. It has the largest social identity data set in the market from collecting public social data across networks for 7 years. It offers proprietary demographic and interest data on over 200 million social media users, including information on age, location, income, interests, brand and celebrity affinity. It allows clients to understand target audiences and make data-driven marketing, sales and development decisions.

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Next ?Genera*on ?Social ?Audience ?Data ? ?
Confidential / What ?Nielsen? ?does ?for ?television ?and ?radio, ?what ? comScore? ?does ?for ?web ?tra?c¡ªthat¡¯s ?what ?we ?do ?for ? social ?media ? ? Proprietary ?demographic ?and ?psychographic ?social ? audience ?data ? ? Largest ?social ?iden*ty ?data ?set ?in ?market ?-?©\ ?7 ?years ? collec*ng ?and ?matching ?public ?social ?data ?across ?sixty ? social ?networks* ? ? WHO ?WE ?ARE ? *PeekAnaly*cs ?accesses ?TwiKer ?data ?by ?way ?of ?DatasiL ?
Confidential / Insights ?available ?for ?any ?social ?audience ?include: ? ?? Age ?(Nielsen ?and ?IAB ?segments) ? ?? Geo-?©\loca*on ?(City, ?State, ?Country, ?Nielsen ?DMA) ? ?? Income ?(IAB ?income ?segments) ? ?? Industry ? ?? Educa*on ? ?? Social ?Graph ?Ac*vity ?(in?uence, ?impressions) ? ?? Interest ?(370 ?IAB ?categories) ? ?? Brand ?a?nity ?(5000 ?brands) ? ?? TV ?show ?a?nity ?(350 ?TV ?shows) ? ?? Celebrity ?a?nity ?(20K ?celebri*es) ? WHAT ?WE ?DO ?
Confidential / Cross ?Silo ?Data ?-?©\ ?Patented ?technology ?that ?goes ?way ? beyond ?standard ?TwiKer ?engagement ?metrics ? ? ? Census ?level ?analysis ?¨C ?over ?200mm ?social ?consumers ?in ? the ?database. ? ?Fully ?scalable ?-?©\ ?not ?dependent ?on ?opt-?©\in ? consumers ?to ?grow ?the ?dataset ? ? ? COMPETITIVE ?ADVANTAGE ?
DATA ?DRIVEN ?DECISIONS ? Confidential / SALES ? MARKETING ? DEVELOPERS ? ?Report ?social ?audiences ? back ?to ?clients ? ?Research ?compe**ve ? landscape ?for ?a ?pitch ? ?Track ?and ?sell ?more ? sponsored ?na*ve ?content ? based ?on ?data ? ?Social ?audience ?tracking ?pre ? and ?post ?campaigns ? ?Easily ?research ?and ?design ? in?uencer ?programs ? ?Understand ?and ?rank ? compe*tors ?for ?campaigns ? ? ?Integrate ?data ?into ?complex ? systems ? ? ?Append ?data ?into ?marke*ng ? and ?adver*sing ?plaborms ? ?Augment ?CRM ?systems ?with ? the ?data ?
Confidential / AFFINITY ?FOR ?TOP-?©\350 ?TV ?SHOWS ? 24% of people who follow @Nike like ESPN Sportscenter, which is 3.1x the national average. 4.1% of people who talk about the Nike+ Fuelband like CNN Headline News (1.2x US average) . 12.7% like the Walking Dead (.9x the US average). 34% of the audience that follow @sundancechannel are interested in the Conan O¡¯Brien show, 2.3x the US average. People who tweet about Travel Channel shows are 3.7x more likely to be a brand fan of Carnival Cruise Lines. People who tweet about National Geographic are 2.1x more likely to be Carnival Cruise Line brand fans.
Confidential / AFFINITY ?FOR ?5000 ?CONSUMER ?BRANDS ? 6.4% of people who tweet about American Idol are Ford brand fans, which is 40% lower than the US average. 7.2% of these same people are Hyundai brand fans, 80% greater than average. 4.3% of people who tweet about #MTVEMA are Chanel brand fans, which is about 3.6x greater than the average.
Confidential / AFFINITY ?FOR ?20,000 ?CELEBRITIES ? 31% of people who talk about Nivea products also like Rihanna, which is 1.4x greater than the US average. Rihanna¡¯s fans are 7.7x more likely to be Clinique brand fans. 53% of Justin Timberlake¡¯s Twitter followers also like Rhianna, 2.4x the US average. 43% of people tweeting About the MTV Music awards like Miley Cyrus, which makes them 3x more likely to be fans. Miley¡¯s fans are 3.6x more likely to be Clinique brand fans than average. They are .6x (40% less than average) likely to be interested in luxury auto brands. 29% of people tweeting World War Z in 2013 are fans Brad Pitt, 1.8x greater than average. 25% of people who tweeted positively about Moneyball like Brad Pitt, 1.5x greater than average. Brad¡¯s fans are 67% female, 33% male. 24% earn over $100K/yr.
Confidential / 370 ?IAB ?INTERESTS ?CATEGORIES ? 17% of people who Tweet about the Grammy¡¯s like Books & Literature, 1.3x greater than average. 4.2% of Ashton Kutcher¡¯s followers are interested in career planning, 50% greater than the US average. People who are interested in arts & crafts are 4.5x more likely than average to like The Middle on ABC. 14% of people tweeting about Agents of S.H.I.E.L.D. like Mexican food, 3x the US average.
Confidential / GEO-?©\LOCATION ?INSIGHTS ?BY ?NIELSEN ?DMA ?LEVEL ? Current ?reports ?show ?top ?ci*es, ?states ?and ?countries ? Next ?Genera*on ?insights ?will ?o?er ?DMA ?level ?geo-?©\ loca*on ? 6% of people talking about tax prep software are from the New York DMA, which is 1.1x the US average. 10% of people talking about the Weather Channel in the Chicago DMA, also like LL Bean, which is 3.4x the Chicago DMA average. 33% of the people talking about the Republican party inside the Los Angeles DMA, are more likely to like sports (1.2x), art (2.1x) and movies (1.3x).
Confidential / GEOFENCE ?THE ?SOCIAL ?AUDIENCE ? Capture ?and ?analyze ?all ?social ?data ?within ?de?ned ? borders ?(lat/long ?coordinates) ? 64% of people tweeting from Times Square are from New York, New Jersey, or Connecticut. 8% are from the UK. 4% went to a tier-1 university. 6% are Jeep brand fans. 7% like watching Breaking Bad. 52% of the people tweeting from the Westfield Paramus Mall make between $50,000-$100,000 and are more likely to like movies theatres (3.2x), family travel (1.5x) and Teen Wolf on MTV (3.7x). 25% of the people tweeting from the MetLife Stadium at the Superbowl were male and were between the ages of 26-35.

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Pitch deck

  • 1. Next ?Genera*on ?Social ?Audience ?Data ? ?
  • 2. Confidential / What ?Nielsen? ?does ?for ?television ?and ?radio, ?what ? comScore? ?does ?for ?web ?tra?c¡ªthat¡¯s ?what ?we ?do ?for ? social ?media ? ? Proprietary ?demographic ?and ?psychographic ?social ? audience ?data ? ? Largest ?social ?iden*ty ?data ?set ?in ?market ?-?©\ ?7 ?years ? collec*ng ?and ?matching ?public ?social ?data ?across ?sixty ? social ?networks* ? ? WHO ?WE ?ARE ? *PeekAnaly*cs ?accesses ?TwiKer ?data ?by ?way ?of ?DatasiL ?
  • 3. Confidential / Insights ?available ?for ?any ?social ?audience ?include: ? ?? Age ?(Nielsen ?and ?IAB ?segments) ? ?? Geo-?©\loca*on ?(City, ?State, ?Country, ?Nielsen ?DMA) ? ?? Income ?(IAB ?income ?segments) ? ?? Industry ? ?? Educa*on ? ?? Social ?Graph ?Ac*vity ?(in?uence, ?impressions) ? ?? Interest ?(370 ?IAB ?categories) ? ?? Brand ?a?nity ?(5000 ?brands) ? ?? TV ?show ?a?nity ?(350 ?TV ?shows) ? ?? Celebrity ?a?nity ?(20K ?celebri*es) ? WHAT ?WE ?DO ?
  • 4. Confidential / Cross ?Silo ?Data ?-?©\ ?Patented ?technology ?that ?goes ?way ? beyond ?standard ?TwiKer ?engagement ?metrics ? ? ? Census ?level ?analysis ?¨C ?over ?200mm ?social ?consumers ?in ? the ?database. ? ?Fully ?scalable ?-?©\ ?not ?dependent ?on ?opt-?©\in ? consumers ?to ?grow ?the ?dataset ? ? ? COMPETITIVE ?ADVANTAGE ?
  • 5. DATA ?DRIVEN ?DECISIONS ? Confidential / SALES ? MARKETING ? DEVELOPERS ? ?Report ?social ?audiences ? back ?to ?clients ? ?Research ?compe**ve ? landscape ?for ?a ?pitch ? ?Track ?and ?sell ?more ? sponsored ?na*ve ?content ? based ?on ?data ? ?Social ?audience ?tracking ?pre ? and ?post ?campaigns ? ?Easily ?research ?and ?design ? in?uencer ?programs ? ?Understand ?and ?rank ? compe*tors ?for ?campaigns ? ? ?Integrate ?data ?into ?complex ? systems ? ? ?Append ?data ?into ?marke*ng ? and ?adver*sing ?plaborms ? ?Augment ?CRM ?systems ?with ? the ?data ?
  • 6. Confidential / AFFINITY ?FOR ?TOP-?©\350 ?TV ?SHOWS ? 24% of people who follow @Nike like ESPN Sportscenter, which is 3.1x the national average. 4.1% of people who talk about the Nike+ Fuelband like CNN Headline News (1.2x US average) . 12.7% like the Walking Dead (.9x the US average). 34% of the audience that follow @sundancechannel are interested in the Conan O¡¯Brien show, 2.3x the US average. People who tweet about Travel Channel shows are 3.7x more likely to be a brand fan of Carnival Cruise Lines. People who tweet about National Geographic are 2.1x more likely to be Carnival Cruise Line brand fans.
  • 7. Confidential / AFFINITY ?FOR ?5000 ?CONSUMER ?BRANDS ? 6.4% of people who tweet about American Idol are Ford brand fans, which is 40% lower than the US average. 7.2% of these same people are Hyundai brand fans, 80% greater than average. 4.3% of people who tweet about #MTVEMA are Chanel brand fans, which is about 3.6x greater than the average.
  • 8. Confidential / AFFINITY ?FOR ?20,000 ?CELEBRITIES ? 31% of people who talk about Nivea products also like Rihanna, which is 1.4x greater than the US average. Rihanna¡¯s fans are 7.7x more likely to be Clinique brand fans. 53% of Justin Timberlake¡¯s Twitter followers also like Rhianna, 2.4x the US average. 43% of people tweeting About the MTV Music awards like Miley Cyrus, which makes them 3x more likely to be fans. Miley¡¯s fans are 3.6x more likely to be Clinique brand fans than average. They are .6x (40% less than average) likely to be interested in luxury auto brands. 29% of people tweeting World War Z in 2013 are fans Brad Pitt, 1.8x greater than average. 25% of people who tweeted positively about Moneyball like Brad Pitt, 1.5x greater than average. Brad¡¯s fans are 67% female, 33% male. 24% earn over $100K/yr.
  • 9. Confidential / 370 ?IAB ?INTERESTS ?CATEGORIES ? 17% of people who Tweet about the Grammy¡¯s like Books & Literature, 1.3x greater than average. 4.2% of Ashton Kutcher¡¯s followers are interested in career planning, 50% greater than the US average. People who are interested in arts & crafts are 4.5x more likely than average to like The Middle on ABC. 14% of people tweeting about Agents of S.H.I.E.L.D. like Mexican food, 3x the US average.
  • 10. Confidential / GEO-?©\LOCATION ?INSIGHTS ?BY ?NIELSEN ?DMA ?LEVEL ? Current ?reports ?show ?top ?ci*es, ?states ?and ?countries ? Next ?Genera*on ?insights ?will ?o?er ?DMA ?level ?geo-?©\ loca*on ? 6% of people talking about tax prep software are from the New York DMA, which is 1.1x the US average. 10% of people talking about the Weather Channel in the Chicago DMA, also like LL Bean, which is 3.4x the Chicago DMA average. 33% of the people talking about the Republican party inside the Los Angeles DMA, are more likely to like sports (1.2x), art (2.1x) and movies (1.3x).
  • 11. Confidential / GEOFENCE ?THE ?SOCIAL ?AUDIENCE ? Capture ?and ?analyze ?all ?social ?data ?within ?de?ned ? borders ?(lat/long ?coordinates) ? 64% of people tweeting from Times Square are from New York, New Jersey, or Connecticut. 8% are from the UK. 4% went to a tier-1 university. 6% are Jeep brand fans. 7% like watching Breaking Bad. 52% of the people tweeting from the Westfield Paramus Mall make between $50,000-$100,000 and are more likely to like movies theatres (3.2x), family travel (1.5x) and Teen Wolf on MTV (3.7x). 25% of the people tweeting from the MetLife Stadium at the Superbowl were male and were between the ages of 26-35.