Synthesio Profiler Overview
Synthesio Profiler is a sophisticated audience analysis tool designed to provide deep insights into the behaviors, preferences, and demographics of your target audience. This tool is part of Synthesio’s comprehensive Social Intelligence Suite, which is now backed by the market research expertise of Ipsos, following its acquisition in 2018.
What Synthesio Profiler Does
Synthesio Profiler goes beyond traditional demographic data by collecting and analyzing online behaviors such as follows, connections, app usage, article and web views, likes, shares, and other social actions. This behavioral data, often referred to as the “digital body language” of consumers, helps businesses understand their audience’s unique interests, affinities, attitudes, and lifestyle choices. This understanding enables brands to develop more resonant marketing strategies, products, and experiences that align closely with consumer needs and preferences.
Key Features and Functionality
Data Collection and Analysis
- Profiler leverages the largest behavioral dataset in the world, including data from Facebook, Messenger, Instagram, and WhatsApp, to gather extensive behavioral data on consumers.
Audience Segmentation
- The tool allows for social media segmentation, grouping consumers based on shared online behaviors and interests rather than demographic data. This approach helps in identifying distinct audience segments defined by their behaviors, interests, and affinities.
Insights and Visualization
- Profiler structures and analyzes the collected data to reveal and visualize consumer groups’ unique characteristics. This includes understanding who they listen to, how they get their information, their brand affinities, lifestyle choices, preferences, and beliefs.
Actionable Insights
- The tool provides actionable insights that help brands discover new audience segments, understand their unmet needs, identify their media preferences, brand affinities, hobbies, and interests. It also aids in determining the most effective channels for reaching these audience segments.
Tools Within Profiler
- Explorer: This tool is used for gathering and analyzing data to generate insights.
- Reports: This feature is designed for sharing the generated insights, making it easier to communicate findings within the organization.
Application in Marketing Strategies
- Profiler helps in crafting meaningful content, improving marketing strategies, and enhancing market positioning. It also aids in identifying the most effective influencers and events to partner with, and in selecting the best media and web channels for message distribution.
Integration with Other Synthesio Tools
- Profiler works in conjunction with other Synthesio tools such as Synthesio Signals (for detecting trends and shifts in consumer interest) and Synthesio Beam (for real-time brand monitoring), providing a holistic approach to social intelligence and audience analysis.
Benefits
- Deep Consumer Understanding: Profiler deepens the understanding of consumers by surfacing their affinities and lifestyle choices, providing a clearer and more actionable consumer context.
- Real-Time Insights: It allows brands to keep pace with rapidly changing consumer needs and preferences through real-time data analysis.
- Precision Marketing: By providing a clearer understanding of the audience, Profiler helps in crafting more resonant campaigns and content, strengthening brand affinity and identity.
- Strategic Partnerships: It aids in selecting the right brands and influencers to partner with, increasing engagement and brand affinity.
In summary, Synthesio Profiler is a powerful audience analysis tool that offers businesses a detailed and actionable understanding of their target audience, enabling them to develop targeted marketing strategies, enhance consumer engagement, and drive brand growth.