DATA-DRIVEN MARKETING
EXAMPLE OF A SUCCESSFUL DATA-DRIVEN CAMPAIGN An example of how marketing data can inform marketing campaigns is The Lion King movie. Meltwater, a software as a service (SaaS) solution business and the world’s first online media monitoring company, provided a solution to movie execs and their marketers looking to ensure that the 2019 remake of the 1994 classic would not follow the downward spiral of public ambivalence and apathy that bedevils so many remakes. The insights gained by Meltwater from social media enabled the film’s marketers to fine-tune their strategy.
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For example, by analysing over 5,000 mentions on news platforms around the world and more than 2-million social mentions just in November 2018, the importance of promoting the return of James Earl Jones to the remake (he also starred as a key character in the original) was clearly understood. Fans were ecstatic when they heard the booming ubiquitous baritone voice of Jones (who played the character Mufasa) narrate the trailer for the remake and they soaked in the nostalgia of the reanimated classic. In comparison, global megastar Beyonce’s involvement in the project had only a relatively small number of social mentions in the same timeframe. This
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interesting insight revealed that even the presence of an undoubtedly talented superstar such as Beyonce could not match the level of nostalgia that needed to be emphasised and harnessed when promoting the new version of the movie.
OTHER EFFECTIVE USES OF DATA IN MARKETING Other examples of effective use of marketing data analysis include: • YouTube, Netflix and other videostreaming platforms use constant analysis of past customer preference data to suggest other videos, movies and music that are likely to appeal to that customer.
