TIAA
TIAA was well on its way through a digital transformation in marketing. But leadership at the company wanted to fill a gap that had yet to be explored. That gap was social intelligence, and finding out how to uncover market intelligence in a new way through digital channels, like forums, blogs and social media. Then, turn those insights into actionable business insights.
The team built a solid strategy that seeked to distill insights into actionable recommendations for the business. They explored the best tools and partners to scrape the internet for the right conversations that pertain to the business.
The team developed a social intelligence program at TIAA, that delivered real time actionable insights to the business. The team delivered these insights in an automated, real-time basis to business leaders but also created monthly newsletters for each business unit that further analyzed the online conversation for the leaders to act on.
The social intelligence practice was built from scratch with the capability to analyze over 30 million monthly online conversations for delivering actionable insights to the business. This resulted in insights that drove further rationale for the brand change from TIAA-CREF to TIAA. It also contributed to messaging and marketing strategy changes for the IRA, Banking and Life Insurance businesses.
TIAA
TIAA was well on its way through a digital transformation in marketing. But leadership at the company wanted to fill a gap that had yet to be explored. That gap was social intelligence, and finding out how to uncover market intelligence in a new way through digital channels, like forums, blogs and social media. Then, turn those insights into actionable business insights.
The team built a solid strategy that seeked to distill insights into actionable recommendations for the business. They explored the best tools and partners to scrape the internet for the right conversations that pertain to the business.
The team developed a social intelligence program at TIAA, that delivered real time actionable insights to the business. The team delivered these insights in an automated, real-time basis to business leaders but also created monthly newsletters for each business unit that further analyzed the online conversation for the leaders to act on.
The social intelligence practice was built from scratch with the capability to analyze over 30 million monthly online conversations for delivering actionable insights to the business. This resulted in insights that drove further rationale for the brand change from TIAA-CREF to TIAA. It also contributed to messaging and marketing strategy changes for the IRA, Banking and Life Insurance businesses.
