Social Calendar Customer Case Study by Claritics


									 CASE STUDY:
 Social Calendar Taps Claritics for “Social Intelligence”

“C laritics giveshelps improveaccessReach,
critical data that
                   us real-time
                                     to mission-

 Retention and Revenue efforts significantly.”
                                  – Raj Lalwani, CEO of Social Calendar

Situation: Understanding Customers under the Pressure of
Explosive Social Media Growth
Social Calendar’s user base has grown exponentially—reaching 16              Highlights
million users in a little over two years—and the executive and
marketing teams were keenly interested in tapping into the                   Profile
customer behavior insights trapped in their ever-expanding social            • 16+ million users worldwide
media data. It is critical for Social Calendar to analyze daily trends       • 800,000 Facebook MAUs
and then quickly act on opportunities for reach, retention and               • 100+ million birthdays and other
revenue objectives. Social Calendar uses the Claritics Social                  special occasions
Intelligence suite for Facebook and email campaign tracking and
revenue monitoring. The Claritics analytics apps provide valuable,           Situation
actionable user insights on a real time basis.                               Social Calendar supplemented their
                                                                             home-grown analytics solution with
Profile: Hallmark for the Facebook and iPhone Generation                     Claritics’ visualization dashboard and
It's easy to be thoughtful with Social Calendar - the place for              SaaS-based analytics applications
birthdays and holidays. Social Calendar lets you setup birthdays,
get birthday reminders, and send virtual gifts to your friends and           Benefits
family. Launched in February, 2008, Social Calendar already has               Access to real-time data for
over 16 million users worldwide, with over 800,000 unique monthly             immediate feedback and
active users, 100 million birthdays and other special occasions and           improvements
over 2.5 million email reminders “opened” each month.                         Actionable insights on user
                                                                              acquisition, engagement and
                                                                              monetization campaigns
                                                                              Ability to watch trends

                                                                              Increased K-Factor
                                                                              Deepened engagement and loyalty
                                                                              Increased ARPPU and ARPU     650.625.8655
  The Business Problem
  Social Calendar’s user base had exploded, and their home grown existing analytics solution could not
  scale to meet the rapidly expanding data volumes. The marketing and exec teams wanted the ability to
  show trends over time, and get deeper understanding of user behavior combined with rich user
  demographics (available through use of Facebook Social Graph APIs).

  The Claritics Solution
  Social Calendar subscribed to Claritics’ social commerce analytics and started tracking key campaign
  metrics in less than 24 hrs.
  With the social intelligence in place, Social Calendar can now:
      •   Understand trending metrics like ARPPU (Average Revenue Per Paying User) over the last 30 or
          60 days, or drill-down by payment type (Amazon, PayPal, Facebook Credits, etc.)
      •   Get more detailed insights into their most-used app features and what drives monetization
      •   Create user profiles to target and customize app content to the most-engaged (and most
          valuable) users, such as frequent visitors or frequent purchasers
      •   Get deeper insights into the demographics of users with information provided through Facebook’s
          Social Graph API.

  The Results
  With dashboard information being refreshed hourly, Social Calendar managers and application
  developers are now tracking the impact of new features and campaigns immediately after they are
  introduced into their Facebook application. Social Calendar can also now perform A/B testing by tracking
  clicks and user activity around new social media widgets, understanding how minor tweaks can increase
  usability and performance.
  Social Calendar has also built a rich user profile for the top 3-5% of users who are most engaged and
  most likely to promote the application to their Facebook friends, whom Social Calendar can then target
  with customized offers and application content to increase engagement and stickiness.
  Social Calendar is also mining deep insights into the demographics of their user base (gender
  preferences, age, event-driven app usage, etc.) to develop future application features and roadmap
  features based on actual user profiles and usage patterns. This advanced analysis also enables Social
  Calendar to automate targeting of content, offers and campaigns on an ongoing basis. 650.625.8655  408.XXX.XXXX

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