Last month we wrote about ‘Canvs,’ the new social sentiment platform launched by the analytics company ‘Mashwork.’ Now, Mashwork is partnering with ‘PunchTab’ to give entertainment marketers an even deeper understanding of consumer behavior and sentiment. The Silicon-Valley based PunchTab is a multi-platform engagement and insights platform.
“They’re no longer content just to know how much volume—they want context, Mashwork CEO and founder Jared Feldman told Lost Remote in April. “It’s one thing to be able to tell that Twitter volume spiked during a key sequence in your show, but it’s another thing entirely to be able to tell that women loved the moment, men hated it, and people who make more than $75k a year found it boring. Those are the kind of insights Canvs provides.”
Combining this type of data with PunchTab’s second screen solution will give social decision makers the tools needed to execute future social TV campaigns. Here is an example of how the partnership could work, via the release:
Early results from a PunchTab powered second screen campaign around the sophomore season of one of the most popular cable television shows from a major television network, resulted in 2.1 million total actions and over 700,000 social actions, and by analyzing Twitter social activity using Mashwork’s canvs, we learned that program participants are three times more likely than non participating audience members to tweet about the show, and they are 1.4 times more likely to engage with emotional investment. Additional insights from engaging and tracking audience member behavior and profiles resulted in a deeper understanding of the most valuable target audience composition.
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