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Big Data is the most popular phrase or keyword in the marketing world, these days. But sifting through the insane amount of data that we all put out on the Internet is an intense feat. Social media listening, also known as social media monitoring, analyzes and compares billions of social billion points related to a company, product or brand. With social listening it is easier than ever for a brand to gather insights that can help them understand a market for a new product or service.

How do brands use social listening?

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Traditional methods of figuring out consumer attitudes seem to be failing a younger generation of marketers. With millennials taking center stage in the business world and Generation Z slowly trickling into the workplace, PepsiCo’s consumer insights team—the marketing arm of the company that focuses specifically on figuring out how consumers feel about the brand—knew they needed to switch things up.

According to Digiday, a media publication, PepsiCo, the parent company of Pepsi, Frito-Lay and Tropicana, amasses an abundance of data through focus groups, grocery store cash registers, e-commerce portals, ad surveys, etc. but making sense of it all internally has been a challenge. So, they recently overhauled their data collecting system to make it a more fun and engaging process for their employees.

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Marketing, like just about every other aspect of your business as a race director, is an endeavor best undertaken with data on your side. Using the information you have on your participants—gathered through software analytics, surveys, social media and even anecdotal—you’re adequately equipped to create a participant personalization strategy.

What is a participant personalization strategy for race directors? It’s a way of sending relevant messages to past, present and future registrants based on what you know about them—or what you can infer based on the data you have. It boils down to knowing your audience. It’s critical for race directors to understand your audience (not who you think your audience is) and what type of marketing content they may want to receive.
Luckily, you don’t have to spend too much time on this strategy.

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