MERCADEO

Shawn O’Neal from Unilever: Social media represents an increase in sales

22 de septiembre de 2015

O’Neal: Unilever desarrolló su propia plataforma de management para manejar toda la data

Unilever seems to have found the formula to increase their income: promoting the company on social media. According to Shawn O’Neal, Global Data VP and Marketing Analytics of the company, positive mentions have managed to raise sales of the giant’s brands. O’Neal said that the results were enough to convince the senior leadership of Unilever to “give us tens of millions more to continue what we are doing”. “I won’t get into details for proprietary reasons, but it’s not about the data. It’s not about the analysis. It’s not about the tool used. It is about the question they asked: Does social activity represent an increase in my sales, and the answer is yes” said O’Neal. According to the executive, another revealing fact was that the data team of Unilever concluded that only one in a thousand TV ad impressions prompts a sale. For Ben & Jerry’s, he said Unilever has found that ice cream isn’t quite the unpredictable impulse category it is sometimes made out to be. “People tend to talk about ice cream in social media from Wednesday through Friday night, then buy it on Saturday. “So why are we spending money on Mondays and Tuesdays?” argued O’Neal.To manage all that data, Unilever developed its own data management platform. “I don’t know that it’s the right decision” he said. “We may get a new one next week”.

Diario de Hoy

miércoles, 9 de octubre de 2024

Image

Pedro el escamoso: más escamoso que nunca de Caracol Televisión y Disney+ será la primera serie 100% colombiana en llegar al primetime de Univisión

Pedro El Escamoso Protagonistas
Image
UNO

Cantando 2024 arrancó por América TV de Argentina con 20,5% de share

Chiquis Sin Filtro stands out as the #1 show on ViX in the U.S.

El hormiguero arranca su temporada 19 por Antena 3 Internacional

El señor de los cielos 9 llegará a México y LatAm por ViX el 20 de septiembre

PERSONAJE DE LA SEMANA

Conductor Mario Kreutzberger Don Francisco

Premios PRODU Don Francisco
Image
UNO
Image
Image
Image
Image