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5 CUPS

Reinventing Insights and Analytics

Jeffrey Graham, Ph.D., Director of Global Ad Research at Twitter, discussed how the research team creates value for the business.  Twitter simultaneously has the characteristics of being live, public, conversational, and distributed. When you combine the public with the conversational, you get interesting things, e.g. brands can actually speak with a voice and talk to each other.

A few principles around how the ad research team works:

  • Engage with the market.
  • Ask and answer good questions. Take big questions and break them into smaller questions that can be answered with research. For example, one big question was related to Twitter and TV engagement. This was addressed by looking at: number of ads viewed, TV ad effectiveness, enjoyment of viewers, sales.
  • Experiment.
  • Produce good content and help clients understand how messages spread.

 

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