At a Glance
Methodology
Polly™ AI – AI Monitoring a probabilistic sample on social media for 1 year (tracking by day/ week/month)
Digital Diary for 12 weeks
Target Audience
Youth aged 15-18
Geography
Canada
Media
Radio
Study Period
April 2021-April 2022
Introduction
Methodology
Results
Polly’s unique methodology creates a custom rating system for each audience and organization, allowing Polly to look at online and offline media channels.
Audience Analysis
Polly identifies audiences and subcultures by looking at profile descriptions and conversational clues in the posts it observes.
Here, Polly was able to distinguish parents who has children in the target market. Subsetting the youth audience was done with askpolly’s state of the art demographic breakdown to investigate individuals ages 15-18.
Source Discovery
Where panel providers are limited to the data over the course of the study, Polly can go back in time to see engagement trends in:
- Where groups are getting information about local youth programs, indicators of info sources are reposts from specific accounts & which channels are mentioned most often with these programs
- Radio station rankings by engagement
CWF's Outcome
CWF ran their ads according to Polly’s recommendations and not only saw an increase in engagement with the organization but also achieved their sign-up targets for their education programs. Polly is a valuable tool for PR professionals and media buyers.
