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Kristen Longfield (Head of Consumer Insights, Fanthropology) discusses how NetBase allows her and her team to understand both where conversations are happening and what conversations are happening.

Fanthropology has found value in NetBase’s ability to extract hyperlocal insights, especially from metro areas, which has given their film and entertainment clients the insights needed to improve local campaigns. When Kris’ team worked on the latest Mission Impossible movie, social audience analysis with NetBase gave insights about how older women felt about marketing. These insights eventually influenced the kinds of marketing materials being generated, leading to broader appeal on key audience segments.

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