StatSocial Digital Tribes — Marketing to and For Marketers

Jul 22, 2020 | Digital Tribes

StatSocial’s Digital Tribes is a new consumer segmentation model with a social psychographic twist.

Digital Tribes are powered by StatSocial’s Silhouette, the industry’s most advanced Audience Intelligence Platform. Our unique technology enables us to make sense of the billions of unstructured earned and social web interactions that go on each day — allowing you to dive deep into nearly any audience you can imagine.

Using billions of inputs for over 120 million U.S. consumers, we have segmented naturally occurring populations into 100 distinct Digital Tribes.

This entry is a deeper dive into the tribe we call “Marketing to and For Marketers.”

Digital Tribe Summary: Marketing to and For Marketers

This tribe is mostly urban and is 50/50 male and female.

What unites them are their passions for business, marketing, and advertising.

Please Note: The baseline used to calculate all of the statistics shown below is the average American online audience.

DEMOGRAPHICS — Marketing to and For Marketers

EXPLANATION: The index score reports the degree to which the corresponding percentage falls short of or exceeds the baseline. These affinity insights have been calculated using the average American online audience as our index (with a base 100 baseline). The male portion of this tribe exceeds what would be found within the average U.S. online audience a very slight 1.01 times.

Making up over 28% of this tribe, those over age 54 are present here to a degree that is 2.32 times larger than the average.

Over ⅓ of this tribe earns over $100k a year, and that percentage is 3.10 times greater than the index. 

INFLUENCERS — Marketing to and For Marketers

Ann Handley, Head of Content for marketing education and training company, MarketingProfs, is a favorite of over 18% of this tribe’s members. That percentage exceeds the average by 76.30 times.

SEO guru, Rand Fishkin.

INTERESTS— Marketing to and For Marketers

Over 30% of this tribe’s members are interested in advertising, and that exceeds the U.S. average by 23.63 times.

Billboard advertising Cheap Trick’s 1979 L.P., ‘Dream Police,’ on Hollywood’s Sunset Strip. 

BRANDS —Marketing to and For Marketers

New York-headquartered, British advertising, PR, and marketing firm, Ogilvy, is a favorite brand of nearly 10% of this tribe’s members. That segment-size surpasses the index by 38.89 times.

Ogilvy offices.

TV SHOWS — Marketing to and For Marketers

AMC‘s celebrated drama, ‘Mad Men,’ which was set in and around the American advertising industry of the early-through-late-60s, is the most over-indexed show here. It is beloved by a percentage of this audience’s members that is 15.76 times larger than the U.S. average.

“I’d like to buy the world a Coke, and keep it company.” The legendary 1971, Coca-Cola “Hilltop” TV spot. 

WEBSITES — Marketing to and For Marketers

Over 34% of this group’s members are regular readers of Mashable, and that percentage is 14.07 times greater than the baseline.

Mashable providing SXSW attendees with what appears to be a fine time.  

PERSONALITY TRAITS — Marketing to and For Marketers

In psychology, the Big 5 personality traits describe a popularly-employed taxonomy that breaks down human personalities into five, broad, over-arching categories.

IBM Watson™ employs this model, and the five traits that give it its name — Openness, Conscientiousness, Extraversion, Agreeableness, and Neuroticism — as the umbrella categories under which numerous, more specific personality traits can be found.

Liberalism, in this context, describes something along the lines of its non-political meaning. Those who exhibit this trait place a high premium on their own autonomy and freedoms.

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