ANALYTICS

Health & Personal Care Case Study

2013

Developing Media Strategy with Social Data

CREATE WINNING MEDIA PLANS AND STRATEGIES

by combining audience demographic insights with targetable criteria like user behavior, lifestyle, and online usage. Optimal places real-time audience + brand insights at your fingertips. Building a good marketing plan isnt about lucky guesses making educated decisions based on real insights is what helps marketers meet their business objectives. Insights about your Customers and Competition can help you understand who to target, where your customers are, and how to promote your product.

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Fitbit San Francisco, CA

Fitbit specializes in portable fitness and health monitoring technologies that track calories burned and steps taken. This technology has attracted great interest from consumers and developers, resulting in a competitive sector. One major competitor is Nike, who produces the Nike+ FuelBand. Given Nikes size, brand, and resources, competing for mass awareness is an expensive and exhausting solution. A better approach for Fitbit is to design their product and marketing plan based on their knowledge of their target audience. Fortunately, a large amount of social data is available to help find these insightsOptimal Analytics provides an easy way to gather it all.

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Fitbit CUSTOMER ANALYSIS

Segmenting and targeting customers is critical for developing marketing strategies and designing products. Using Optimal Analytics, we found a number of interesting demographic and behavioral insights on users interested in Fitbit. They are predominantly females aged roughly 38.5 years, with an above average household income. Top targetable interests & keywords include The Biggest Loser, Amazon, Zumba fitness and Panera Bread.

DEMOGRAPHICS US SUMMARY
UNITED STATES REACH AVG AGE

60,260 38.5
MALE FEMALE

25% 75%
INCOME LEVEL >125k 75k-100k 50k-75k 100k-125k 25k-50k <25k INDEX 154 139 109 106 89 69

TOP KEYWORDS KEYWORD The Biggest Loser NPR Dr Mehmet Oz Amazon Kindle Amazon George Takei Zumba Fitness App store Panera Bread DSW INDEX 1,293 1,029 947 844 826 817 798 779 769 741
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Fitbit COMPETITIVE ANALYSIS

After analyzing Fitbits major competitor, Nike+ FuelBand, with Optimal Analytics, it becomes apparent that Nikes and Fitbits current audiences are quite different. Nike+ FuelBand attracts a younger audience that is more evenly split between gendersskewing towards males compared with the average Facebook population. Overall reach is higher, and their top targetable interests & keywords are represented by brand name sports apparel and stores, such as Jordan, Footlocker and Under Armour. DEMOGRAPHICS US SUMMARY
UNITED STATES REACH AVG AGE

425,020 30.5
MALE FEMALE

55% 45%
INCOME LEVEL <25k 25k-50k >125k 50k-75k 100k-125k 75k-100k INDEX 115 110 96 90 82 80 TOP KEYWORDS KEYWORD NIKE Football Beat by Dre Dicks Sporting Goods Nike Champs sports Jordan Footlocker EA Sports Madden Under Armour INDEX 1,293 1,293 1,029 947 826 817 798 783 779

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CONCLUSION
With these insights, Fitbit would have a better sense of how their companys core competencies and products align with current customers. Additionally, the competitive insights highlight who their competitors are attracting providing the awareness of who to target and where the market opportunity exists.

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