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C5i > 实例探究 > Large Technology vendor achieved mass personalized customer engagement with social media analytics

Large Technology vendor achieved mass personalized customer engagement with social media analytics

技术

分析与建模 - 大数据分析
应用基础设施与中间件 - 数据可视化

适用功能

销售与市场营销

服务

数据科学服务

挑战

The client, a large technology company, wanted to better target profitable segments for acquisition and enhance engagement with their profitable customers to drive digital utilization. They also wanted to propagate engagement to drive customer brand advocacy. The company asked Blueocean Market Intelligence to create more personalized engagement initiatives based on digital profiles. They specifically wanted to avoid one-size-fits-all approach in the marketing campaigns and consider customer preference in defining engagement models.

关于客户

The customer is a leading software, services, and solutions company in the technology industry. They are a large-scale enterprise with a global presence. The company was seeking to enhance its customer engagement and acquisition strategies by leveraging social media analytics. They wanted to move away from a one-size-fits-all approach in their marketing campaigns and instead, adopt a more personalized engagement model based on digital profiles. The company aimed to target profitable segments more effectively and boost digital utilization among its customers. They also sought to drive customer brand advocacy through increased engagement.

解决方案

Blueocean Market Intelligence conducted a detailed and in-depth social intelligence process to build an initial understanding of the depth and breadth of digital behaviors and attitudes. They identified the primary behaviors and attitudes of customers and prospects. The team then enhanced the existing customer segmentation by segmenting the customer base by overlaying with existing new norms segmentation. They developed a model and attribute segments on top of the client database. This unique approach provided the client with a well-rounded understanding of how their customers use social media for work and leisure, and how susceptible they are to engaging with the client through this forum.

运营影响

The client gained a well-rounded understanding of how their customers use social media for work and leisure.
The client was able to determine that they can encourage concept buy-in by kicking off its social media communication efforts first with the larger of the small and medium businesses that have a higher likelihood of accepting new ideas to manage their energy.
The research led to a strategy that embraced dynamic changes in the way their customers already communicate without disrupting their business.

Large Technology vendor achieved mass personalized customer engagement with social media analytics

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