Is social media worth the expense and effort? The answer to that question depends on the results, and the results depend on the data analytics. To help marketers make sense of social data, digital engagement provider ePrize has unveiled a new social analytics reporting service based on Facebook information.
Called ePrize Social Analytics, the service employs Facebook user data made available by a consumer registering for a marketing campaign. This information can include likes, interests, status updates, check-ins and information about lifestyle and demographics.
ePrize provides a technology platform designed to generate multi-channel dialogues with consumers on the web, in social media, over mobile devices and through point-of-sale systems. The company said its clients include more than half of the Fortune 500.
CEO Matt Wise said in a statement that the new social analytics service allows brands to “use Facebook data to shape more relevant content, offer highly targeted promotions, and drive future decision making,” including buying more effective Facebook media. The company said that the level of data being offered by its Social Analytics service has not previously been accessible to brands.
ePrize’s software takes data from brand's Facebook fans and analyzes it to presents trends, marketing campaign's successes, and helps deliver information on how consumer participation differs between programs by type. The software also provides a visual snapshot of a brand's fans, breaking down their other interests, including what other brands that fan has liked, lifestyle and demographic background, and status updates.
ePrize Social Analytics in action
Future Themes, Partnerships
The idea is that with this kind of information, brands can better develop the focus of future campaigns, identify partnership opportunities, collect insights about competitors, and deliver content that is more relevant to the interests of Facebook users.
Over the last 18 months, ePrize has been busily involved in acquisitions. Last month, ePrize bought mobile engagement company Mozes, with the intention of adding live event capabilities to its portfolio. In October of last year, it took an equity position in LevelEleven, an enterprise gamification company that had been incubated in its offices.
In the summer of 2011, ePrize bought the CRM division of predictive analytics firm Apollo Data Technologies, and in January, 2012, it acquired Cellit to strengthen its position in integrating point-of-sales systems through mobile CRM. ePrize itself was purchased last August by consumer private equity firm Catterton Partners.