The Evolution of Social Data: Multi-Segment Audience Intelligence

For the last 10 years, I have been researching various audiences online to better understand what drives them. I have used platforms like Audiense, Brandwatch Audiences, People Pattern and others to dissect their conversations, affinities, unique characteristics and media consumption. I even compiled a list of audience intelligence platforms that I have used with short overviews of each.

It’s good to see that the industry is also recognizing audience intelligence as viable category in the larger social intelligence tech stack. Recently G2 added audience intelligence as a category which was great to see.

I still do think that the name “audience intelligence” doesn’t necessarily describe all the work and strategy that goes into analyzing audiences so I came up with this concept called multi-segment audience intelligence and it can be described as follows:

Multi-Segment Audience Intelligence is about dissecting audiences and all its parts – analyzing patterns and habits of their online behavior in order to get actionable and defendable insights that you can use to make data-informed decisions.

This type of data can help you:

1. Understand audience affinities for just about anything.
2. Align brand narratives to what specific audiences care about.
3. Discover new audience vernacular to use for a paid search and SEO keyword list.
4. Inform ad copy, post copy, blog titles, eBooks and other long-form content.
5. Build media plan for paid social using affinities and targeting inputs]

In the following 6 minute video, I break down multi-segment audience intelligence. Enjoy.

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