Applying social data with “intuition and intelligence” is the challenge for marketers, says Cadbury’s Matthew Williams
The challenge for marketers when it comes to harnessing social media data is turning it into something that is understandable and actionable, Matthew Williams, marketing director at Cadbury has revealed.
Speaking to The Drum about how to target consumers effectively using social data, Williams said: “There is a wealth of data you could look at and finding the right kind to look at and applying that with some intuition and intelligence is the challenge.”
Forgoing the pull to use the data to decide who it will and will not target with advertising, Cadbury has instead used the wealth of information it has derived from social to understand exactly what it needs to be doing and saying to connect with customers, both online and offline.
“We’ve always looked at data and been firm believers in understanding the impact of our actions. We want to use it to understand the effectiveness of our marketing and how that influences actual sales,” added Williams.
You can read more about how brands, including Nectar and MTV, are using social data to target consumers in the latest issue of The Drum.
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