Challenge

Online retailer Overstock.com was looking to understand the overall value of their organic social media efforts. Additionally, they wanted to understand the relationship between their audience, social and sales.

Approach

We conducted a detailed social mapping of audience interests and affinities, which were used to create behavioral-based personas for the most influential audience segments related to Overstock and their primary competitors.

Next, we created a linear regression model that predicted the effects of social media on revenue and estimated the impact of key audience segments. Essentially, we helped to develop a model that allowed Overstock to evaluate what social content and placements to use when driving interest in certain sales categories.

Results

This new model uncovered the overall monetary value of organic social for Overstock including which segments indexed the highest for sales. This led to several opportunities to optimize Overstock’s social content and advertising, saving the company thousands of dollars in out-of-pocket costs every quarter to then reinvest in content and targeting.

All case studies

Tudorza
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Spirosure
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Genomic Health
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Horizon
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Lupin Pharmaceutical
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Vertiflex
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Radius
Rigorous research and analytics-driven insights fueled creation, expanded the overall reach, and improved patient engagement
Valeant
Analytics-driven everything: laser-targeted messaging, PR & events made this unbranded awareness campaign a huge success
Cedar
New branding, positioning, website, and lead gen content. Earned PR and events rounded out this impactful work.
Relizorb
A multichannel pharma campaign (including website refresh) driven to educate HCPs.
Overstock
Combining a bit of philosophy and marketing math to create an evaluation model that delivered big social savings.
Cardinal Health
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Galderma
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Esperion
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Dermira
True integrated marketing, with the right blend of analytics, strategy, creative and engagement driving a total rebrand.
bmc
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Hershey
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HP
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Jackson Hewitt
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Philips
Analytics showed us relevant press to target, through which we got 6 million quality earned media impressions. See how...
Tejava
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Sisters
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Verily
Total product overhaul: brand strategy and messaging platform, user interface for the medical device, a website and a multi-event conference booth.
Visa
A deep competitive analysis helped Visa understand its upcoming opportunities and threats.