When it comes to managing your money, you’ll often hear it’s best to diversify your investments. Don’t put all your eggs in one basket, as the old saying goes. Experienced marketers know that digital marketing is no different – when you engage your audience in a variety of ways, you’re more likely to capture the interest of the people you’re…
January 15, 2021
December 17, 2020
Brand Affinity: Gamers and Energy Supplements It’s been a big couple of months for video game enthusiasts. Sony and Microsoft released their next-generation consoles, the Playstation 5 and Xbox Series X/S. Nvidia and AMD each came out with a new line of graphics cards. Perhaps the biggest news of all – beloved Polish game developer CD Projekt Red finally dropped…
November 26, 2020
The current pandemic due to the COVID-19 coronavirus has lasted long enough to significantly impact several industries, perhaps in permanent ways. Retail in particular is having a very difficult time. The traditional brick-and-mortar retail stores were already struggling to survive before the pandemic due to the convenience and abundance of online shopping. Unfortunately, the pandemic has accelerated things and, as…
November 19, 2020
Golf is often stereotyped as being out of touch with younger generations, a Baby Boomer luxury that’s largely fallen out of favor with Americans under 50. Commentators have spent the past few years dramatically eulogizing the sport, citing its aging fanbase and the fact that traditional outlets like the Golf Channel have a difficult time attracting younger viewers. Golf, they…
October 30, 2020
Over the last year, few political factions have generated as much media attention as the so-called Republican Resistance – that is, GOP operatives who vocally oppose the President. Organizations like the Lincoln Project and Republican Voters Against Trump (RVAT) are attempting to convince rank-and-file GOP voters that the country’s interests would be better served by a Biden presidency than by…
September 11, 2020
Like many twenty-somethings, once I realized the pandemic and related lockdowns would last much longer than the originally promised two weeks, I dusted off my old PlayStation 4 and settled in for the summer. It was a blast to rediscover the games I’d enjoyed so much in high school and college. However, one thing quickly stood out: graphics that seemed…
September 1, 2020
If your job title contains any variation of the words “marketing,” “community,” or “brand,” you have very likely heard of sentiment analysis. Also known as opinion mining, this is the process of combing through a large amount of post-level social data to determine an audience’s feelings about a certain topic. Here’s how it works: once a social audience is identified,…
July 31, 2020
When a retail business makes the decision to open or expand, they need to conduct extensive research on potential locations before making the big decision to invest. Traditionally, this process involves poring over demographic data and sending out surveys and questionnaires to determine local interest level. While these techniques are often effective, they’re also expensive and time-consuming, which can render…
June 11, 2020
Audience intelligence is the study and understanding of both the demographic and psychographic characteristics or behaviors of a group of people or an ‘audience’. The production of audience intelligence involves collecting large amounts of data about a specific group of people, which is then studied using data science techniques such as machine learning and natural language processing (NLP) to develop…
August 7, 2018
The times are a-changing In the distant future, when people take vacations to Mars and construction on I-35 is finally complete, 2018 will probably be remembered as the year that the world got serious about data privacy. Most notably, Facebook instituted sweeping changes across its platforms in the wake of the Cambridge Analytica scandal, and the European Union passed the…
June 4, 2018
Recently I was briefed on a new project around some natural and organic food brands. One observation that was perplexing was that among the audience interested in these brands, 57% of them seemed supportive of Trump. Most might assume that all granola types are super hippie and left leaning. From my experience working in the natural foods industry for 20…
May 12, 2018
Who’s ready for Mother’s Day? As someone who’s married to a mom and has a mom, I feel like there isn’t enough we can do for them to honor them on this holiday. I thought I’d use People Pattern to get a better handle on what the majority of moms out there may want. I have my presumptions, but will…