Social advertising company Compass Labs this week announced the arrival of CLIQ Social Intelligence, a platform to provide brands and agencies with key insights about their audiences, including customer interests, media preferences, demographic makeup and more.
Compass Labs offers managed advertising services, as well as self-serve software, but VP of Marketing Molly Glover Gallatin says the company found that advertisers are looking for more than ad creation and optimization. The CLIQ Social Intelligence platform aims to give companies a better understanding of their owned and earned media, in addition to paid.
Businesses will be able to see their Facebook and Twitter analytics, track brand competitors and see trends among their fans. Beyond the gender, age and location information that is available from Facebook’s own insights tool, CLIQ Social Intelligence shows stats on family status and ethnicity. It also highlights the most popular sports, teams, athletes, music, movies, YouTube videos, websites and apps among a page’s fans.
This type of information can logically be applied to brands’ social ad targeting or content strategy, but many businesses are finding that these insights can influence all aspects of their marketing and overall business. For instance, a pet food brand learned that its fans had greater affinity for Target than Walmart, so it worked to get more of its products on the shelves at Target. Another brand is using its audience’s music preferences to seek out partnership opportunities with musicians for a new campaign.
With the new tool, Compass Labs can now claim the Facebook Preferred Marketing badge in Insights. It previously was only certified in ads.
Naked Communications and the Seventh Generation CPG brand were involved in the of the CLIQ Social Intelligence platform.