by Jack | Sep 26, 2013 | news, Uncategorized
The Twitter / NFL partnership is breaking new ground in modern media. Big players like Amazon are trying to figure out the “second screen TV” effect but Twitter, with its unparalleled scale, will surely lead the way. Brands are asking us at Mattr how to respond. How do they know how, where, and even if, to buy media designed for Twitter? How will they measure it? The ROI Question Brands Should be Asking Good: Twitter Overlap: “How many people who follow my twitter Brand handle, also follow the publisher’s handle (@NFL, in this case)?” This is a very Nielsen-like metric that’s easy to understand. Best: Benchmark Brands: “Do followers of @NFL follow my Brand at a higher ratio than other Brands?” Harder to explain than understand. As usual, pictures are worth a thousand pieces of gold. Top Three Benchmark Brands for @NFL (Segment: 25-34 Year old Males, Daring Personality) 3. Footlocker Or, 5% of @NFL followers also follow @Footlocker. But less than 1% of all Twitter users follow @Footlocker. We call these “Benchmark Alerts” because the ratio spread is much bigger than other handles. 2. Playstation . 1. Nike How Brands Ranked Overall for Daring Young Men Among all handles in the Brands category for @NFL in the young daring men segment, Nike was #5, Playstation #16, and Footlocker was #24. Of course, there’s plenty more to investigate. For example, what if you’d like to target a less-engaged segment? How About Women who are Daring? (Segment: Daring Women 18-24YO) 3. Nike 2. Victoria’s Secret 1. Starbucks How to Measure Impact The Mattr Brands App, currently available...
by Jack | Sep 24, 2013 | news
Students on campus weren’t eating their fruits and veggies. Researcher / author Jonah Berger (from his great book, Contagious: Why Things Catch On) and psychologist Grainne Fitzsimons devised a plan: come up with 2 slogans, survey students to see which they thought would be more effective, then actually measure which was better. “Live the Healthy Way, Eat Five Fruits and Veggies a Day” “Each and Every Dining Hall Tray Needs Five Fruits and Veggies a Day” As you might guess, the second slogan was rated as having the worst chance of success. It’s longer and was seen as “corny”. But for effectiveness? The second slogan saw an uptick of 25% more college students eating fruits and veggies. The difference was the trigger of the “dining hall tray”. Since most of the students ate at the cafeteria, the tray cued them to the slogan. And because they used a dining hall tray often (this is important), they were cued often. Saved by Dogs, As Usual When first released, Febreeze was failing miserably. The product was developed to neutralize tough odors, so the first ad campaigns showed people spraying them on sweaty, smelly clothes or on jackets that had a cigarette smoke smell. But there was an inherent problem with this trigger: the situation just didn’t occur often enough to cue the trigger. So Proctor & Gamble rejiggered the campaign brilliantly. What do people do often? Clean the house. Tidy a room before people come over. Dog on the sofa? Future campaigns showed people cleaning a room then adding the finishing touch – Febreeze. Cleaning a room or having a dog...
by Jack | Sep 18, 2013 | news
Tweet Tons of people (at least 26.7 people at 150lbs each) want to know how Mattr does personality analysis using social data. What words and phrases are used? What other markers are added to the algorithms? What research did we use? Mattr uses lots of research. I’ve listed out two sources and some interesting bits. Obviously, it’s not exhaustive, although I have little problem in disclosing how we do things. “$h!t Dude, I’m Starving!” Remember the acronym, “OCEAN”: Openness, Conscientiousness, Extroversion, Agreeableness, and Neuroticism. The Big 5 is kind of like the raw materials for a modern day Myers Briggs index. Most current personality surveys map to the Big 5. FYI, Myers Briggs is the Blackberry of smartphones. Here are some samples how to use the Big 5 based on this research from the University of Md: – Openness to experiences can be tied to literary likes – Conscientiousness is tied to use of exclamations such as swear words – Extraversion is tied to perception words such as “hearing” and “feeling” – Agreeableness is tied to biological process words such as “eating” and “pain” – Neuroticism is tied to use of ingestion words such as “drink” and “eat” Change Your Profile Pic A Lot? Your behavior on social networks also reveals elements of the Big 5. This study from the University of Texas gives us lots of behaviors to correlate to the Big 5. Here are just a few: – Posting Often – Adding Pictures of Yourself – Editing Your Posts – Replacing Your Profile Picture This is just a taste of the exhaustive...
by Jack | Sep 17, 2013 | news
See Mattr at Adweek this Thursday, the 26th, in NYC An App Just for Market Researchers You’ve been neglected for too long. Analytics platforms, to date, have been for the community manager, whose concern is sending the best updates out to the most networks, the most efficiently. Well, Mattr is different. With Mattr, you’ll have the tools to design products and campaigns that your target audience will love. How? You get personality, demos, and interests. Without surveys. Here are the juicy particulars: Whit.li Relaunches as Mattr with New Holistic Social Insights Platform Beta First glimpse available to AdWeek attendees at 10th Anniversary event in NYC Sept 24-26 SAN FRANCISCO, CA and AUSTIN, TX, Sept. 16, 2013- Companies looking for a comprehensive understanding of what makes their audience ‘tick’ are now able to leverage their social data, rather than expensive and time consuming market research studies. Mattr brings beautiful insight into the personalities, demographics and interests of any brand’s social audience. Five key new capabilities are available to users of the Beta: 1. Audience segmentation by personality type, demographics and interests. 2. Ability to create and compare ‘Personas’ (comprised of personality type and demographics) for social analysis. 3. Benchmark a Brand’s audience against an industry or competitor. 4. Segmented view of responses to specific social campaigns or individual tweets. 5. ‘Sentiment Variance’ introduced as way of assessing whether an audience is more positive or negative about a brand than they are generally. Jack Holt, Mattr CEO, comments, “We’re going to carefully manage this Beta, but do want to open it up to a larger audience quickly. Anyone who’s spent time, money and effort...
by Jack | Sep 11, 2013 | news
Tweet Why in the world would Pearl Izumi’s creatives develop and release a campaign showing a dying yellow lab? “Sure, not everyone will appreciate your increased efficiency…” it states. Yes, It Could Have Been You Sure it’s easy to throw dirt at Geoff Shaffer of Pearl Izumi and his team. How could they possibly have made such an obvious mistake? Well, if you’re honest with yourself, it could have been you. You and the team brainstorm and come up with some boring ideas and some zany ones. There is so much creativity flowing that you don’t notice how insular you’ve become. Mike Johansson, a lecturer at the Rochester Institute of Technology summed it up: “Corporations get so caught up in their messaging they forget to run it by some regular folks and get a gut reaction,” he said. But is a “gut reaction” enough? No way. People, especially when they’re caught up in “creative hubris”, need one thing: data. Get the Data. Anticipate the Reaction Or more accurately, “Get the Data; Create Content Your Targets will Love.” But doing this requires focus groups. Lots of time and money, right? Not anymore. Our next release, in private beta starting September 16th, will detect the personality of the people you want to engage with, along with regular demographics. You’ll discover the right words and images to use to avoid campaigns like Pearl Izumi’s. Now there’s an app for that, and it’s just for you....
