Problem

In relation to the recruitment of new advertisers, Altinget asked for a market analysis of their commercial cooperation opportunities based on data from Facebook. The objective of the analysis was to elucidate Altingets position in a landscape of possible collaborators from selected industries. The landscape was based on their connection of user segments on Facebook or the lack of same. Our analysis contributed to a definition of, and contact to, possible collaborators.

Solution

Backscatter collected data from Facebook of Altinget and several organisations from selected industries. From this dataset, we produced multiple maps of the user activity across Altinget and the organisations Facebook pages, in order to investigate which organisations that Altinget shared many or few common users with. Furthermore, we investigated what kind of information in the Facebook posts that engaged most of the users across the user communities.

Result

Altinget was presented with new insights on possible collaborators, and knowledge about their digital users behaviour.