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Twitter Data Provides Localised Data about Consumer Behaviour in APAC: Ben Truscello, Twitter Data

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Twitter Data Provides Localised Data about Consumer Behaviour in APAC: Ben Truscello, Twitter Data

Behind each tweet that users tap out on their various devices, are about 100 data fields from which a wide range of information can be derived. Structured data like user location and unstructured data like content of tweets are collected and analysed to find emerging consumer trends. Twitter Data delivers that data through publicly available APIs or enterprise level of APIs. Not just that, Twitter Data harnesses the power of historical data all the way from 2006.

Ben Truscello, Head, Global Brands & Agencies, Twitter Data, said that that the marketers and agencies APAC Region are showing immense interest in leveraging the power of Twitter Data to create effective campaigns and track consumer behaviour. To that end, Twitter is also focusing its efforts on building and collecting data to serve the local markets in the APAC region better.   

In the time that he has spent working with marketers and agencies from the APAC region, Truscello said that the diversity of the regions in terms of consumer behaviour, language and culture has posed as both a challenge and an opportunity to carve out the insights. “From a user and advertising perspective, the APAC Region remains our biggest and fastest growing market,” he said.

The reason the APAC region is key to Twitter is that unlike markets like the US and Europe, where getting access to customer data is far easier from third-party sources, the APAC region has no access to reliable third-party data. “For the APAC region, Twitter Data provides a really important niche around local customers who are speaking about brands and products available locally,” he said. So, brands present in this region can use Twitter Data to understand the specifics of consumers at a nuanced local level.

In addition to aiding campaigns and understanding current trends, Twitter Data has a very key to play even in how brands perform research about consumer behaviour. Typical consumer behaviour models are developed using consumer surveys. “These surveys take several months to deliver and even longer to finalise. In our case, we have seen examples especially in the CPG (Consumer Product Goods) space where Twitter Data provides not a replacement, but a good supplement for that process,” he said. He added that using Twitter Data can shorten the survey process down from 6-12 months to a monthly cycle where you can refresh insights and understand what will lead into trends in the category more quickly.

Speaking about Indian marketers in specific, Truscello said that given the high interest that they see among Indian marketers, Twitter teams will work with marketers and agencies to further build awareness about Twitter Data. This training will focus not only on the tools that Twitter can offer, but also help agencies and marketers ask the right questions. “When you have a huge corpus of data like we have, you can ask it anything. But with that comes the challenge of narrowing down the focus and asking the right questions. In my experience, I have seen a lot of excellent and interesting questions being asked in India,” he said.

He further added that some of the more creative ideas come from simple questions. “The more examples we have of use cases, the more folks will get accustomed to asking the right questions.”


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