Unlocking the power of social for advertisers on Facebook and Twitter
SocialCode, the leading social advertising agency which recently acquired fifteen of Digg’s best engineers, empowers hundreds of companies to realize the power of social marketing.
SocialCode uses complex algorithms to aggregate mass amounts of useful data for their ad campaign users on social network sites like Facebook and Twitter. They approached Intridea to develop a set of tools that would enable ad managers to consume and relay information to clients from these complex data sets.
Due to the dense nature of the data sets derived from social networking sites, building a toolset to intelligently expose the data to analysts was no easy undertaking. Ad campaigns are costly and run around the clock; therefore, the tools to collect, analyze and display that data need to be resilient and fully optimized at all times.
A basic data visualization tool, while appropriate for basic Facebook users, would not have worked in this situation. SocialCode's scientists analyze the data and apply elaborate algorithms to make calculated determinations about a campaign's target audience. They use the data to guide campaign managers on the optimal ways to reach and engage their intended market. Therefore, we had to preserve the density and complexity of the data with elegant, concise visualizations that exposed the meaningful aspects of the data without oversimplifying it.
We began by building a web client to extract data from an existing API built with Django. Then, with careful attention to the distinct needs of the data analysts our design team worked on the visualization paths until we arrived at a perfect combination of charts, graphs and maps that pulled and displayed the most relevant bits of DNA from the data.
As we worked closely with SocialCode on the visualization tools and branding exercises we identified another way in which we could help them; the internal tool for data visualization could be easily expanded to create a full-fledged campaign management dashboard. With some extra work we developed a comprehensive social marketing ad campaign management dashboard tool, complete with intelligent visualizations. The result is a powerful yet simple set of tools to manage, analyze and interpret data for their clients, helping them to build brands, communities, and reach more customers.