Case Studies
Case Study
Cutting Through the Noise: Carlsberg’s Precision in Campaign Evaluation
Carlsberg’s YouTube campaign faced challenges with a noisy dataset of 22,448 posts, plagued by duplicates and irrelevant content. listening247 employed a three-step noise elimination strategy, refining the data to 177 relevant posts, leading to more accurate insights, cost efficiency, and improved campaign performance.
Challenges:
Carlsberg’s “Standing up for a friend” YouTube campaign initially struggled with a noisy dataset of 22,448 posts, predominantly filled with duplicates and irrelevant content. Traditional tools inaccurately processed this noise, risking flawed campaign evaluations.
Solutions:
listening247 approached the problem with a structured three-step noise elimination strategy, utilising their proprietary solution, listening247. The first step involved the removal of 3,354 duplicate posts, instantly refining the dataset. Subsequently, a taxonomy of noise terms was created with the assistance of specially trained human curators, which facilitated the identification and removal of 18,890 irrelevant posts. By the end of the process, the dataset was distilled to 177 relevant posts, ensuring a high level of data purity.
Using engaging247, the brand enhanced its social media management with features like the smart compose for scheduling posts, a unified inbox for tracking and responding to comments, and easy access to comprehensive reports. The seamless integration between listening247 and engaging247 allowed the brand to target the right audiences with the content and offers that they were expecting.
Benefits for the Client:
1. Informed Decision-Making: With purified data, Carlsberg gained accurate insights into audience engagement, enhancing decision-making and strategic planning.
2. Cost and Time Efficiency: The precise analytics saved significant time and resources otherwise wasted on sifting through irrelevant data, boosting operational efficiency.
3. Enhanced Campaign Performance: The insights derived from high-quality data enabled Carlsberg to optimise its marketing efforts, leading to improved campaign efficacy and a stronger market presence.
4. Precision Analytics: listening247's proprietary solution, was pivotal, filtering out 99% of the noise and isolating 177 pertinent posts, starkly contrasting with the results from other tools and solutions.