Flipping the Funnel: A Data-Driven Approach to Digital-First Communications Planning

The traditional advertising model requires an extensive amount of resources, and is not effective at building relationships with consumers. To drive real engagement with limited resources, we must flip the traditional advertising funnel on its head. Using data-driven intelligence, highly targeted audience segmentation, influencer identification and real-time content optimization, leading companies are efficiently extending the reach and impact of their messages online and beyond in a truly integrated digital-first communications approach.

After this session, you’ll be able to:

  • Identify your tribes—the influential users most likely to advocate for your brand
  • Use social data to segment audiences based on interests and values that align to your brand
  • Develop highly-tailored content and amplification strategies to motivate each segment
  • Measure impact of this approach via campaign performance data and opinion surveys