• What is the problem/issue being addressed?
Companies are fully conscious that the more consumer data they have, the more efficient strategies, personalization and brand experiences they will be able to offer to gain customers and increase brand awareness and loyalty. Nowadays, the opportunity is such that companies have no choice in whether they leverage social media: they only have the choice of how well they do it. Social network strategy has become a key element of brands’ marketing strategy and companies are striving to obtain and understand Social Big Data.
In consequence, brands allocate huge amount of resources to have a lot of fans on social networks, they have very little information about these consumers. 97% of businesses use social media to attract new customers, but 85% of business owners aren’t sure what social media tools to use.
• Why is it important for society?
In the modern environment of growing information overload, 57% of consumers agree that they are willing to share personal data in return of improved customer centric experiences. Companies that fail to invest in personalized marketing run the risk of losing customers and falling behind the competition. However, only about 15% have adopted the new tools and ways of working required to deliver personalization at scale. Fewer than half have even begun personalization initiatives8. XEERPA’s technology can be applied in a horizontal way to most of companies in the global market: fast moving consumer goods, financial services, hospitality, automotive industry, sports clubs, energy, travel, insurance, media etc.
• What are the overall objectives?
Our objective is to launch a social media profiling solution specialising on gathering and analysing personal data from social networks, allowing companies to obtain one-to-one information, under user consent and following GDPR guidelines, via social logins (Facebook, Twitter, LinkedIn, Instagram, etc.) on the companies' websites, mobile apps, Wi-Fi hotspots or promotions.
