Success story
Audiense
Audience insights and personalized engagement using the X API.
Here's the tl;dr
The integration of the X Ads API allows Audiense to offer a full platform that focuses on audience intelligence in each stage of a campaign: building, execution and evaluation. This has allowed their customers and advocates who use Audiense to better understand and target their audience on X.
76%
decrease in CPA (cost per lead acquisition) across one campaign
Endpoints
Challenge
In 2010, Javier Burón and Alfredo Artiles built an app called Follow Friday, which quickly gained over 100,000 X followers. They were curious to better understand their newfound audience on X, which led them to develop their first version of Audiense (then SocialBro) using the X APIs. The initial product offered audience insights and segmentation tools to help businesses understand and manage communities on X at scale.
As their customers have become more adept at social, Javier and his team have continued to build out features that strike the right balance between scale and personalization. "Along the way, we’ve tried to be mindful of building a solution that works for companies with very large follower and audience bases, and still aims at driving genuine and natural one-on-one interactions," notes third member of the executive team, Carlos Serra.
"For Audiense, X is the best source of data for market research and consumer understanding. We encourage businesses to use X data to change the way they operate."
Carlos Serra, COO, Audiense
Solution
Since their initial product launch, Audiense has integrated with X Enterprise APIs (formerly Gnip APIs) and third party data sources like IBM Watson to enrich social profiles with over 150 different segmentation criteria. This integration has helped drive two key areas for the Audiense platform:
- Segmentation and intelligence. Using IBM Watson, Audiense provides personality and emotional analysis on X data to create new segmentation and targeting criteria. "We’ve always focused on helping companies manage their communities at scale, and adding this layer of targeting and segmentation capabilities is key to ensuring that relevant, personal, one-to-one interaction on X, every single time.
- Segmentation and intelligence. Using IBM Watson, Audiense provides personality and emotional analysis on X data to create new segmentation and targeting criteria. "We’ve always focused on helping companies manage their communities at scale, and adding this layer of targeting and segmentation capabilities is key to ensuring that relevant, personal, one-to-one interaction on X, every single time.
"X data is non-replaceable for its insights and ability to drive and measure genuine engagement for brands."
Javier Burón, CEO, Audiense
Results
The integration of the X Ads API and the X Enterprise APIs allows Audiense to offer a full platform that focuses on audience intelligence in each stage of a campaign: building, execution and evaluation. Javier and team have found customers and advocates in businesses like VISA, Universal Music and Havas Helia who use Audiense to better understand and target their audience on the X platform.
Additionally, the team have recently expanded paid ad placement via the X Audience Platform. By combining this with X Enterprise APIs products their clients are able to target insight-driven tailored audiences beyond X. And they are seeing strong results, with one particular campaign driving a higher response rate while decreasing CPA (cost per lead acquisition) by 76%
In its fifth year, Burón feels that Audiense has found the product market fit he was looking for. "When we were getting started, our customers had teams of data scientists on hand to help them make sense of their followers on X," remembers Burón. "Now Audiense has become their new team of data scientists, with all the deep learning and actionable insights, and all at the click of a button."
Explore more
See how others have used the X API.