Category: Blog
Team Romney pegged the October 3rd debate as an important opportunity for their candidate to share that elusive personality of his, the one that had hitherto been hiding from voters. So did he deliver? What better way to measure Romney’s sociability than to look to the social network?
Optimal data shows that Romney’s U.S. Facebook audience more than doubled between the months of September and October.… Read More »
Category: Blog
Optimal’s Audience Matrix is a powerful and flexible analytics engine that surfaces demographic, affinity, and geographic insights about any uniquely defined audience of Facebook users. The tools encourage marketers to define the unique audiences they want to study using any advertiser-addressable criteria in Facebook. With the recent addition of Open Graph actions (where brands can associate their fans with custom actions and objects (eg, MyUser bought a La-Z-Boy Sofa)) to Facebook’s ever-growing list of advertiser-addressable criteria, the depth and the specificity of Optimal’s Audience Matrix continues to expand. We ran Audience Matrices against the users of Instagram and Twitter’s Open Graph applications, and were surprised by the differences between these two large, forward-looking, and influential groups.… Read More »
Category: Blog, Facebook
While growth in the United States has slowed tremendously for Facebook (flat to slightly down in the last quarter through end of March 2012), a three-year trend is instructive. During the time from April 1st 2009 to April 1st 2012, Facebook added over 96 million users in the United States (+161%). The optimal growth rate of course is for Brazil with 10879% growth from only 402k to over 43.7 million!… Read More »
Category: Press Releases
Quova’s Data is Paired with XA.net’s Cutting-edge Real-Time Bidding Expertise to Provide Digital Marketers with More Effective and Efficient Media Buys
NEW YORK & SAN FRANCISCO – (BUSINESS WIRE) – Quova, a Neustar Service and a leading provider of fixed IP geolocation data, today announced a partnership with XA.net, Inc., a fast-growing company creating technologies to help marketers engage their customers and prospects through real-time bidding for online display ads, to target advertising based on Quova’s IP data and intelligence.… Read More »
Category: Blog, Market Intelligence
How is a “Like” Different from Real Usage Behavior? XA.net conducted an analysis of Zynga users using both public and our own proprietary data sources. We split our analysis into two parts: engaged, high-value users who actively post from Zynga applications, and users who have simple ‘Liked’ Zynga applications. In the graphic above, we show the likelihood of a user posting from or liking an app or page given that such user has posted from or liked Cityville. Note the tendency of Zynga’s audience to divide their attention among multiple Zynga franchises. The contrasting scale of each analysis—stronger similarities in the ‘Like’ column to the right, and lower similarities among the high-value users in the left column—indicates an important dynamic in Facebook object engagement. It is very easy to express affinity for a brand, application, or page, and audiences built by looking simply at such affinity tend show significant overlap. Engaged, high-value users, on the other hand, are more particular about the Facebook objects with which they engage and less likely to dilute their attention among diverse, potentially competitive franchises.… Read More »
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