How audience insights helped IBM uncover consumer must-go-to events

The Challenge

Working alongside IBM’s Consumer Intelligence and Event Partnership team, Maven Road's goal was to help IBM determine which sporting and entertainment events boasted the most buzz and affinity for their clients. Along with uncovering whether or not certain events weren’t worth pursuing.

Determining affinity can be daunting when you’re dealing with a seemingly endless array of customers and data points. Maven Road had to take a massive sample size of data and make sense of it without getting lost in it.

IBM was likewise trying to justify their spending on existing events beyond uncovering new ones to invest in: these weren’t decisions to be taken lightly in terms of resources. The fact that this campaign was conducted in the midst of COVID-19 also complicated the analysis, requiring Maven Road to also assess the affinity of virtual versus in-person events.

The Solution

Maven Road needed accurate, real-time data from dozens (if not hundreds) of IBM’s events and a quick means of analyzing it all.

That’s why they turned to Audiense, Maven Road took a three-step approach to wrangle IBM’s audience data and answering the brand’s most pressing questions:

1. Build a target audience for analysis based on specific parameters
2. Analyze social media conversations from those customers based on event-specific phrases and terms to determine affinity
3. Conduct further analysis of the defined audience to discover additional affinities and interests relevant to the brand