Understanding How to Mine the Interest Graph

Posted by | December 03, 2013 | Insights in Action | No Comments

Our consumer research reports provide levels of detail and intelligence about consumers that we know our clients need to understand to connect with their customers. Our market research can tell them about demographics, brand preferences, personality types, and much more, mining social data, e.g. public information from social sites such as Facebook, to reveal consumer likes and dislikes. What we have discovered is that, online, you indeed are what you “like”, but the challenge for our clients is how to map the social graph to the interest graph; how to take self-stated preferences and turn them into market intelligence that tells you how to reach them.

The data is there, but you have to understand how to look deeper to reveal the interest graph.

For example, we did a segment analysis for the gaming industry, revealing the audience overlap for Assassin’s Creed gamers, Uncharted gamers, and Grand Theft Auto (GTA) gamers. The findings were interesting, such as:

Assassins Creed

  • Assassin’s Creed users are more geographically concentrated in the United States with a college degree.

  • Uncharted players tend to be more interested in technology than sports, and trend slightly older – between the ages of 29 and 45.

  • GTA players tend to trend younger (ages 13 to 21) and are more gender diverse with a higher number of female players, and they have a higher concentration of music and sports lovers.

These sample results taken from social data start to reveal areas of interest that you can use to develop a more targeted marketing program. If you dig deeper, you can uncover interest data that you can use to reach target users. For example, our consumer research report shows that all three sets of gamers love music, with a higher concentration of GTA gamers (+2.3 percent). Additional research revealed the types of music and specific artists:

  • Assassin’s Creed gamers like (in order) Gorillaz, Linkin Park, and Michael Jackson.

  • Uncharted players like (in order) The Beatles, Metallica, and Bob Marley.

  • GTA players like (in order) AKON, Bob Marley, and Snoop Dogg.

 How valuable is that data if you are looking to make a media buy, especially for radio or a music service?

Or what about the fact that Spike is the top TV channel choice for Assassin’s Creed players and second choice for Uncharted players? If you look at the overall interest graph findings, the fact that GTA players name “Prince of Persia” as their favorite movie, “Diary of a Wimpy Kid” as their favorite book, and “Spongebob Squarepants” as their favorite television show validates that this is a much younger target segment with younger interests.

 What we have found is that that our consumer market research is an accurate litmus test to validate for clients what they think they know, and show them where they need to learn more. Our research reports also make it easy to mine the interest graph so you can reach your target market in a more personalized way. And the beauty of Cubeyou research is that it can tell you a lot in a very short period of time, and it’s cost-effective so you can ask multiple questions that can help improve the success of your marketing campaign geometrically without spending a fortune.