Local Facebook Analytics

Using the promotional Facebook activity of local advertisers to identify media sales leads.

Mining localised Facebook data


Client: Bauer Media

Project: Using Facebook data and machine learning to capture new business leads for media sales teams

Project Design: Colourtext

Data sources: Facebook posts issued by local advertisers


It's a truism in Ad Land that only celebrities and local advertisers get useful organic reach from Facebook. A small business can get in front of more people with a single $500 Facebook ad than Coca Cola reaches through an organic post to its millions of followers.

With this in mind Colourtext has partnered with Bauer Media to develop a Local Advertiser Analytics dashboard. It's objective is to generate new business leads for Bauer's media sales teams. The leads are derived from Facebook posts authored by small and medium enterprises (SMEs) that operate within the transmission areas of Bauer's many local radio stations throughout the UK.

Colourtext’s local advertiser Facebook analytics dashboard uses machine learning to capture organic Facebook posts authored by local companies and sift them for information about price cutting, seasonal offers, new product launches and store openings. This dashboard illustration covers advertiser Facebook activity in Scotland.  It has 3 dashboard tabs to explore - toggle between the arrows at the bottom of the screen to view them.

Local companies use Facebook all the time to engage and connect with their local customer base. Our system uses a machine learning algorithm to capture this material and sift it for information that indicates a company is trying to drum up interest in a new product or service and could therefore benefit from a radio campaign. When a Facebook post is selected for further action it uses post code and business category information to deliver the lead (via Bauer's CRM system) directly to the correct sales executive.

Potential media sales opportunities are tagged with at least one of the 18 marketing propositions our system automatically detects, such as Sales & Discounts, Launches & Announcements and Current Offers & Deals etc. This tells us when different categories of SME are focusing on price cutting, seasonal offers or new product launches to drive business growth. We use the dashboard to monitor the health and performance of system performance and understand how regional SMEs are fairing, especially under lockdown.

If you'd like to discuss how our Local Facebook Analytics capability can be developed to help your business please drop us an email and we'll get right back to you.

Mark Uttley
Group Strategy Director, AKQA, San Francisco, US

"Colourtext always take a fresh approach to discovering hidden patterns in data. Whether you want to conduct segmentation or mine your CRM for deep insights, they will help you see your customers , and what they are seeing , in new ways."

Joaquim Bretcha
International Director of Netquest and President of ESOMAR, Barcelona, Catalonia, Spain

"Colourtext and Netquest have partnered on different occasions to showcase the power of the digital behavioural data extracted from Netquest’s consumer panel. Colourtext has not only the expertise of dealing with big datasets but also has brilliant creativity to make the most sense out of them. Working with Colourtext is a rich, agreeable and easy going experience"

Mark Barber MBE
Planning Director, RadioCentre, London, UK

"More than a decade of success for Radiog auge across the world is a testament to Colourtext’s experience and perseverance. There are many obstacles to creating a global currency for measuring radio advertising effectiveness - Colourtext has managed to tackle all of them."

"It’s rare to find research companies that really understand the unique radio / listener relationship and what makes radio advertising work. With experience of researching the medium on both sides of the fence, Colourtext is one of those rare companies."

Simone Lawrence
Director of Insights, Canadian Broadcast Sales, Toronto, Canada

Colourtext has an agile approach to research that ensures a successful outcome to every challenge CBS gives them. The depth of experience and understanding the Colourtext team brings to each study demonstrates their value in the audio space. We have a very positive nine year working relationship behind us that has created significant value for CBS and our clients. We remain committed to working with Colourtext in the coming years.

Jon Puleston
Vice President of Innovation, Kantar Profiles, London, UK

It's rare to find a partner with the mix of analytical, technological and creative skills offered by Colourtext. Jason and his team seem to roam around freely in data, find the stories that matter and bring a distinctive aesthetic vision to the presentation of information.