While behavioral tracking is beneficial in a wide range of industries, perhaps none are as relevant this year as the presidential election. As Democrats and Republicans continue to battle it out, tech companies and presidential candidates alike are tapping into big data to uncover valuable insights for this year’s election.
A significant portion of President Barack Obama’s success has been attributed to data collection and analysis. Obama’s 2012 campaign had an analytics department that was five times larger than that of the 2008 campaign. Leveraging this massive team for data-driven initiatives such as advertising spend, may have given Obama the competitive edge that led to his reelection. 2012 was the first time that data achieved this level of political influence in human history.
Now fast-forward to 2016, where data plays an even more prominent role in our lives than it did just four years ago. In terms of political ad spend, digital is predicted to see the biggest growth, compared to prior years. The channel is projected to account for $1 billion of political ad spending or 9.8% of the total. To compare, digital saw $270 million in political ad spending in 2014, only 3.6% of total political ad spending; and you better believe that the use of data aligns with this rise in political ad spend.
Presidential election apps have the potential to harness the power of Adaptive Listening to manage all the social conversations collected for analysis and report purposes. For elections, these conversations are often categorized into issue areas, such as LBGT rights, immigration and tax reform.
IBM’s election app is equipped to pick up keyword matches and associate negative and positive language with those keywords. By tapping into social media networks for this data, candidates can tell where users live and how many followers they have to determine how potentially influential they are and where it’s worth to invest.
Similarly, election results apps promise to cut down on time and manpower spent on rigorous analysis to distill rough data into charts and graphs that candidates can use to their advantage. IBM’s Watson Group and MutualMind are working together to further cater Adaptive Listening results to the specific needs of campaign analysts.
The goal is to dig deeper into online users’ personalities and behaviors to get a clearer picture of their voting preferences and key issue areas. With these actionable insights, presidential candidates can take control of this data and use it to their advantage to allocate ad spend wisely, adjusting strategies, targeting the right groups, and swaying public opinion.
by Shabana Arora Sep 19, 2017 Top Ad Networks Partner to Fight Ad Fraud with Adjust Today Adjust announced the expansion of its Coalition Against Ad Fraud (CAAF) with a new set of strategic partners and guidelines for entry. All CAAF members have contractually undersigned these guidelines in order to participate in the fight against […]Continue Reading
Ad Roundup: New releases for video, analytics, ecommerce In today’s advertising roundup: three new solutions that could simplify brands’ campaign plans. by Kristina Knight First, YouAppi has launched the new Video Mobile User Acquisition solution; the new tool gives brands the ability include video content into acquisition-specific campaigns. Once launched, brands receive analytics that are […]Continue Reading
万圣节、双11、感恩节、圣诞节、元旦、春节，一群节假日正在跃跃欲试席卷而来，作为资深营销人士，您是否已经做足了充分的营销准备，迎接这一波丰盛的假日经济蛋糕？ 为了帮助广大移动营销人士抓住新一波的假日经济营销机会，获得更多营收，YouAppi通过针对平台上来自5000个广告主15000个营销活动的精确分析和总结，发布《假日季移动营销指南》，为您详解直达目标消费群体，并提供消费者需要的假日体验的最有效方式。 图注：美国85%的消费者倾向于使用App完成假日季购物 这份报告调查了消费者假日季消费习惯以及偏好，同时也对全球数字营销人员、广告主以及应用开发商2017年假日季移动营销计划和准备进行调研。报告显示，有95%的移动营销人员认为假日季是一年当中最重要的机会，但事实上移动营销活动和消费者偏好存在偏差，包括何时进行假日营销最有效，移动支付方式选择等。 图注：假日季移动营销小贴士节选 对于大部分商家来说，假日季是获取营收以及和消费者互动的重要环节。但根据该份报告，营销人员开展的假日活动总是早于消费者的需求。对于美国消费者来说，有半数以上的人表示他们只对感恩节以后开始的假日营销活动感兴趣（在美国，从11月底的感恩节到元旦一般被称为假日季），但有68%的商家很早开始了假日营销，有些甚至在8月和9月就开始了营销活动。 图注：有半数以上的消费者表示只对感恩节之后的假日营销感兴趣 在获取营收方面，移动营销人员采取的方式也往往和消费者偏好背道而驰。有60%的商家会采用针对假日季的应用内购买，但实际上只有5%的消费者表示会通过这种方式消费。与此同时，有54%的消费者表示他们愿意在应用内观看专为节日推出的激励视频，但只有20%的营销人员会将激励视频作为营销活动的一部分。 图注：54%的受访者表示会观看应用中的激励视频 YouAppi首席营销官Jennifer Shambroom对此表示：“毫无疑问，假日季能为移动品牌带来巨大机遇，但如果没有精心策划以及精确目标，公司很容易就错失一年当中获得最好ROI（投资回报率）的机会。激励视频只是移动品牌在假日季更好获取用户的一个例子，YouAppi发布的《假日移动营销指南》中提供了更多的小贴士和技巧，帮助全球品牌更好地利用假日季获取客户和营收。消费者的喜好正在影响移动营销，而能和品牌互动的假日营销活动则是消费者最喜欢的。” 此次调查由YouAppi和市场调研公司Dimensional Research共同完成，包含一系列有关假日季移动营销的调研数据和5则助您提升假日季移动营销效果的小贴士。 想要在假日季获得好的业绩表现，那就快来下载YouAppi《假日季移动营销指南》吧！Continue Reading
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