iCrossing: Giving Clients the Power of Analytics

iCrossing describes itself as being "idea-driven, results-oriented, and unapologetically geeky," so it's no surprise that data is a cornerstone of their client services.

Based in the U.S., iCrossing builds digital marketing connections for some of the biggest, most well-recognized brands in the world like The Coca-Cola Company and LG Electronics. With iCrossing's tailor-made campaigns, brands connect with their customers across bought, earned, and owned media.

Customer image

“We really appreciate a single place to compare our own brands to their competitors.”

Sabeen H. Ahmad
Associate Director of Social Strategy

When iCrossing's team members report back to their roster of powerful clients, they use Socialbakers Analytics. "We use Socialbakers Analytics for clients' and competitors' audits and monthly reports so that we can quickly delve into developing insights that ladder up to our clients' larger business goals," explains Sabeen H. Ahmad, iCrossing's Associate Director of Social Strategy.

"While each client has his or her own set of business goals, we utilize nearly all the metrics available on Socialbakers to provide insights to work towards realizing those goals," Ahmad says.

For iCrossing's clients, the most telling data are the numbers relating to reach, engagement, and response. That's because, as Ahmad notes, "Social has become much more of a customer service tool for many brands."

Socialbakers tools help streamline that customer service. With multinational clients headquartered around the world, it's crucial for iCrossing to pinpoint the best times and dates for their clients' social media profiles to engage with customers. For example, with Twitter data, "having year-over-year follower growth, (and) tweet engagement by the hour and day allows us to strategically plan out content and activity at times we might not have otherwise."

Additionally, getting a broader view of the success of their online marketing efforts allows iCrossing to provide better service to those clients. "We really appreciate a single place to compare our own brands to their competitors," Ahmad says.

Data from Socialbakers Analytics assists the iCrossing team members in their pursuit of new clients, Ahmad notes. "We use the Socialbakers Analytics tool to audit the potential client and its competitors and also help establish a baseline from which to start."

For making those reports and projections, Socialbakers Analytics has an intuitive format that lets iCrossing's team base creative work and overall strategy on easy-to-access data represented by straightforward graphics.

"The variety of and simplicity of the visuals helps us quickly pull information and make comparative insights, which informs much of what we do going forward, and sets our clients apart from the rest."

Quick Facts

  • Headquarters: New York
  • Offices around the world: 17
  • Parent company: Hearst Corporation
  • Founded: 1998

Challenges

Must keep clients around the world completely informed about their social media performances, and react to shifting priorities that their clients identify. They must be able to respond to client queries thoroughly and immediately, and be able to regularly report their clients' and competitions' performances to them. They must keep up with changing patterns in social media for a variety of different companies that all have unique KPIs.

Solution

By using Socialbakers Analytics, iCrossing can show their clients that they have access to a complete set of competitive data that reveals growth patterns, content performance, and customer care success. With our extensive reporting functionalities, they are able to communicate results with their clients clearly and quickly. With the thought leadership Socialbakers provides, iCrossing remains informed about emergent trends in social media, which helps keep them ahead of the curve and increases their trustworthiness to clients and their reputation for prospects.

Advantages

  • Multiple reporting methods, including in-tool Powerpoint Reporting
  • Competitive metrics divided by region, industry, and time periods to help any client
  • Global offices that allow iCrossing to work with clients in various languages on Facebook, Twitter, and YouTube
  • Enables iCrossing to audit prospective clients and find a baseline from which to begin their partnership

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