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

Audiense blog - Maven Road & IBM Case Study

About Maven Road

Maven Road is a global business intelligence firm focused on creating lean, actionable consumer based insights. The company takes a consultative approach to business marketing, which is driven by its diversified, global talent pool whose aim is to meet specific needs of individual clients. Maven Road’s experience working with Fortune 500 companies has given it the knowledge and infrastructure required to handle a wide array of business and marketing challenges.
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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

The Results

Although this campaign kicked off as COVID-19 began to unfold, the timing actually created a unique opportunity for Maven Road to analyze the affinity of both in-person and virtual events that IBM could potentially sponsor.

Maven Road was able to identify:

  • The top 20 sports events with the greatest affinity among the audience
  • The top 20 entertainment and arts events across all audiences
  • The most popular virtual events (at that time)
Maven Road learned that when there is a sponsor present at an event, people prefer to have a booth at the physical venue. This creates a sense of interactivity, something that IBM will look to take advantage of when organizing large, face-to-face events when they are resumed.


Read the full case study  
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“We wanted to reach C-level executives and understand those decision-makers. With Audiense, we were able to identify the executives who are directors, vice-presidents, C-levels of the largest companies in the United States.”
Paul Herrera 3

Paul Herrera
COO & Co-founder | Maven Road

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