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Social Profile Data and the Future of Data-Driven Marketing

By Michael Olson | Posted on May 11, 2011

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Marketers are inherently data-driven. We know that data informs knowledge about consumers and their motivations, helping us tailor offerings or messaging to better serve them. But the conventional methods of collecting user profile data, and specific applied use cases for such data, remain nebulous for many online businesses. Traditional registration forms often lead to inaccurate or incomplete profiles, and many website analytics platforms don’t deliver actionable information about individuals, beyond IP-based geographic location.

At the same time, we’ve entered a landscape where individuals expect brand interactions to be personalized, and online experiences to be social. As a marketer, how do you align your online initiatives with these shifting paradigms?

whitepaper social data cropped

The answer rests with social data. There are over 1.5 billion online users with active social network or email accounts. Think about the wealth of data each of us maintains on these accounts – demographics, interests, opinions and friends. Marketers can tap into this trove of data with permission from users by offering social login and employing a database or CRM equipped to store social profiles.

But collecting social profile data is only half the battle. Understanding how to utilize it to increase engagement, conversions and customer lifetime value is critical. Our new white paper, “The Future of Marketing is Social Data”, discusses these concepts with practical tips about how to leverage social data in your marketing efforts to:

  • Offer faster, more accurate recommendations to customers
  • Serve customized content
  • Create highly personalized and relevant ads
  • Test messaging for online and offline campaigns
  • Incentivize loyalty and reward influencers

Check out our new white paper and let us know what you think.

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About the author

Michael Olson

Michael Olson

Senior Product Marketing Manager

Michael Olson joined Janrain more than five and a half years ago and has experienced the explosive growth of the digital marketing technology landscape. Previously, he managed demand generation programs at Janrain. Currently, as the Senior Product Marketing Manager, Michael drives go-to-market strategy for product launches as well as positioning and messaging to communicate the value of customer profile management solutions to companies. Michael's writing has been featured in publications such as GigaOM, Adotas and iMedia Connection.

View all posts by Michael Olson