Audience Analysis

Audience analytics is a key element of social listening. Tools in this category help you get insight into a specific target audience or market segment by analysing demographics and online behaviour.

Insight Highlights

Machine learning algorithms are becoming increasingly adept at predictive audience segmentation, identifying micro-segments with specific needs and preferences. You can now understand multiple audiences in granular detail, going beyond simple demographics like gender, age, and location, and focusing on psychographic – looking at habits, interests, all the way down to their likelihood to follow certain content channels (e.g., subreddits, forums, podcasts). Looking ahead, social intelligence professionals can anticipate more sophisticated attribution modeling that connects online behaviours to offline actions – something that we’re already seeing glimpses of in some of the tools included in this category.

This category includes:

Audience & Consumer Intelligence

Audience & Consumer Intelligence technology can help you gather and analyse different types of online data to get a better understanding of consumer behaviour, preferences and sentiment. Many of the tools in this category incorporate social listening capabilities which mean you can monitor conversations and mentions around your brand, products or industry in real-time to learn more about consumer opinions, motivations and behaviours. With this type of information you can create better marketing strategies, improve your product offering, and generally offer a better customer experience.

Precision marketing: Develop targeted marketing campaigns based on an in-depth understanding of your audience's specific needs and preferences, and create personalised content and unique experiences across different touch points.

Content strategy: Tailor messaging, visuals and tone for specific audience segments so that you can develop more impactful and shareable content that drives brand awareness and engagement.

Product development: Understand your target audience's unmet needs, pain points and preferences to develop better, more innovative, products that help you stand out from your competitors.

Consumer segmentation: Identify consumer segments based on demographics, psychographics and online behaviour to create tailored products, marketing strategies and customer experiences that appeal to these different audiences.

Sentiment analysis: Analyse how consumers share their feelings and opinions about you online so that you can see where you can make improvements in your comms, products or branding.