Data Product SparkToro

NEW in SparkToro: Demographics (also, our pricing tiers are changing tomorrow)

Friends, I’ve got great news. If demographics data is valuable to your market research, targeting, persona-building, or marketing tasks, SparkToro just became your best friend. Much of the information you might have relied on in Facebook’s old Insights tool (before the Cambridge Analytica scandal) or Twitter’s Analytics (before they inexplicably pulled it) is now accessible in SparkToro in a fully…

There Are Four Kinds of Keyword Research; Make Sure You’re Doing the Right One(s)

Keyword research is broader than you might think, friends. If you’re in a rush, just click below to jump to that section: Keyword research for SEO/PPC(to learn which terms have search volume in Google and how much)Keyword research for social media marketing(to uncover hashtags, topics, phrases that get used/earn visibility on Instagram, Twitter, Facebook, LinkedIn, Pinterest, et al.)Keyword research for…

NEW in SparkToro: Content and Profile Text Insights

What does your audience talk about online? How do they describe themselves? What hashtags do they use? Prior to social media aggregation software, answering these questions was a maddeningly manual, lengthy process. Unfortunately, most of those products are exorbitantly expensive, enterprise tools. After SparkToro’s launch last year, we were somewhat shocked to find: A) How valuable these text insights were…

SparkToro Now Has 50% More Podcasts

The Short Version: Every SparkToro search you perform now contains far more podcasts. That’s because we’ve made more connections between podcasts and their (or their host’s) social profiles, and also because SparkToro’s podcast index has grown substantially, to more than 600,000 unique shows. If you’re building Lists in SparkToro, you’ll also find that more than 80% of the podcasts in…

One Customer Feedback Email Changed Our Startup’s Trajectory

Building a new company means constantly managing one’s emotions. The high highs of days when everything’s golden inevitably give way to the low lows when you’re certain it’s all doomed. At the end of February, Casey (my cofounder) and I were in that latter boat, nervous about how signups for our 10-month old startup had slowed to a trickle. Here’s…
Advertising Data Marketing Moz

In 2020, Two Thirds of Google Searches Ended Without a Click

In August of 2019, I published research from now-defunct clickstream data provider, Jumpshot, showing that 50.33% of all Google searches ended without a click to any web property in the results. Today, thanks to new data from SimilarWeb, I’ve got a substantive update to that analysis. From January to December, 2020, 64.82% of searches on Google (desktop and mobile combined)…
Data Marketing Startups Tactics

Marketing Personas Are Almost Always a Boondoggle (but they don’t have to be)

Boss: “We need marketing personas for each of our customer targets.”You: “Got it. What problems are these personas meant to solve?”Boss: “You know, um… Strategy. Targeting. And, uh… give ’em fun names like Workin’ Wendy and Stay-at-Home Steve, or something.”You: “Oh god, not again…” A few years back, I worked on a 6-month project to collect survey, interview, and industry…
Advertising Data Product SparkToro

New in SparkToro: Enhanced Text and Hashtag Insights

Just last week we released the new Press tab, but we’re at it again with another upgrade for your SparkToro account—albeit a more modest one. Today, we’re excited to announced an upgraded Audience Insights tab with more data available, and new segmentation of text insights. All the details and a few examples of how you might apply this data are…
Data Marketing Product SparkToro

NEW SparkToro Feature: Discover the Press/Media Sources That Reach Your Audience

I’m excited to announce that today, SparkToro is launching a new tab, with new data, for all customers: free and paid. When you perform an audience intelligence search, you’ll see the new “Press” tab on the left sidebar, displaying media sources followed + engaged-with by the searched-for audience. Sometimes, these publications will have overlap with the “websites” or “social” tabs,…