B2B Insights & Thought Leadership
At Twitter, I spearheaded research that positioned us as thought leaders in the industry and directly contributed to our sales efforts. Engaging senior stakeholders with probing questions such as, "Which deals are we losing that we should be winning?" I refined our approach to crafting data-driven narratives that were persuasive but also actionable and compelling. I spearheaded developing and implementing targeted research projects to enhance our sales strategies. These initiatives equipped our team with the insights necessary to address client objections and reinforce key marketing messages effectively. Through strategic thinking and meticulous execution, I played a pivotal role in driving the success of our B2B initiatives and establishing our reputation as industry leaders.
Sales Enablement
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COVID-19 Emergency Insights Program
I deployed this program with my direct reports immediately following the global shutdowns in March 2020. During the chaotic early months of the COVID-19 pandemic, this program delivered weekly custom survey data that enabled sellers to educate advertisers on how to craft paid creative, organic messaging and targeting strategies on Twitter in a way that made audiences feel safe and engaged during lockdowns. We estimated that this program generated at least $11 million in revenue during its active quarters.
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Brand Safety Dashboards
As the 2020 lockdown continued, social media conversations pivoted to social justice conversations and election discourse. Marketers were understandably cautious about how to advertise. To help assuage their fears, I oversaw the methodological design and subsequent delivery of hundreds of on-demand, custom Brand Safety Dashboards. Built with Brandwatch, these tools empowered sellers to answer key brand safety questions about brand conversations on Twitter for top clients in real time.
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Pre-Sales Insights for Sellers Workshop
The Advertising Research team at Twitter did more than measure; we equipped global sellers with access to top-tier third-party research tools, ensuring swift and thorough responses to client questions. To help ease inbound questions about when and how to use the various SaaS tools, I led the creation of "Pre-Sales Insights for Account Managers," a global sales training initiative to boost seller efficiency. This program enhanced understanding and utilization of first- and third-party scaled research tools, including Brandwatch, Comscore MyMetrix, GWI, and YouGov. It focused on how to choose the best on-demand methodology for the advertiser question at hand.
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TV Tune In Best Practices
At Twitter, I served as a strategic research advisor for senior leaders across sales, marketing, and other functions to maximize and stabilize revenue. When the Entertainment sales team sought to further position itself as an industry leader in driving lower funnel results for TV and streaming advertisers, I supervised the designing and delivering a research narrative that provided its clients with data-driven recommendations on maximizing incremental lift in viewership with Twitter ads. Built on top of two years of campaign measurement, this meta-analysis of viewership conversion studies provided specific recommendations on campaign flighting, creative, and targeting to help marketers—and sellers—maximize success.
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Launching a Trailer on Twitter
In 2021, my senior stakeholders brought me a challenge: although people already come to Twitter to discover and discuss the newest entertainment properties, the advertising sales team wasn’t capturing its fair share of wallet. How could research better enable the sales team to increase platform spending?
To address this, I supervised the design and delivery of the "Launching a Trailer on Twitter" project, where we positioned Twitter as the premier platform for theatrical marketers and equipped them with a data-backed strategy to maximize trailer views. After we hand-coded data from nearly 100 trailer launch campaigns, our Advanced Analytics team conducted a multi-linear regression analysis to identify which campaign tactics were most associated with maximal trailer views within 24 hours of launch. Some of our findings: there was a 9.8% increase in trailer views for every $100k spent on the total campaign and a 6.3% increase in views when the trailer was released over a year before the movie’s premiere.
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How to connect with the Hispanic auto-buying market on Twitter
In the mid twenty-teens, we observed that 49% of US Hispanic auto buyers were reachable via Twitter. To position the platforms as a critical way to reach a valuable audience, I oversaw the design and delivery of “How to connect with the Hispanic auto-buying market on Twitter,” an insights project that aimed to make the case for why multicultural automotive advertisers should have considered Twitter a must-buy. My colleagues and I conducted this research in partnership with Ipsos; participants were adults in the U.S. who identified as Hispanic and had purchased or leased a new vehicle in the past year. We balanced the sample to represent the U.S. Hispanic population by ensuring a distribution of individuals predominantly speaking Spanish, bilingual, and predominantly speaking English.
Industry Thought Leadership
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TV Communities & Fandoms on Twitter
People came to Twitter to talk about what was happening in the world and what mattered to them—and at the top of that list was Television. Although this consumer behavior made Media & Entertainment marketing endemic to Twitter, clients who were used to buying age and gender targets were surprised to learn that Twitter didn’t offer demographic-based targeting for most campaigns.
To help educate and excite entertainment media buyers about how Twitter’s unique platform structure drove tune-in, I commissioned SambaTV and Pulsar to identify the unique communities on Twitter surrounding TV shows and then analyze the tune-in behaviors of those archetypes—some of our key findings: interest-based communities tuned in at rates 4x-5x higher than demographic-based cohorts.
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Beyond Customer Service
In 2016, newly returned CEO Jack Dorsey wanted the company to double down on its inherent strengths, and one of his top priorities was to help the company position itself as a leader in the customer service space. To that end, I helped my colleagues design a multi-method thought leadership initiative that covered in-person focus groups, social listening, and a conjoin survey. Together, we found that when a customer Tweets at a business and receives a response, they are willing to spend up to 20% more on an average-priced item from that business in the future.
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Why Conversation Matters for Brands
One of Twitter’s strategies for staying top-of-mind for media buyers was to lean into the concept of “cultural relevance:” Brands that had a stronger connection to culture were more likely to be preferred and bought. One way of measuring cultural relevance was to count Tweets and see how advertising campaigns on Twitter increased the number of people Tweeting about a given brand or product.
The work demonstrating how the brand conversation on Twitter drove results was a cross-functional effort, but my team contributed a significant portion of the research. In partnership with SambaTV, we found that exposure to paid media and the conversations generated by a Television campaign drove tune-in up to 30x.