BBVA API Market
In 2013, Tim Burke and Stephen Hankinson viewed Twitter as an opportunity to find new customers for their business applications. So they spent a year analyzing data from Twitter graphics (via public APIs) to quickly identify and segment groups. Affinio was thus created, and with it a number of tools: one to analyze Twitter users and another for segmentation.
Burke and Hankinson later realized there was room for their product to offer further possibilities by integrating the Twitter advertising platform. In fact, they first tested Twitter’s custom segmentation in their own company and that grew their customer base.
What they did was take advantage of some previous work to build a number of guidance tools to meet their customers’ needs. This required leveraging Twitter’s own network, the Gnip platform, adapted audiences, and Twitter’s advertising API.
All these tools permitted them to:
1 – Expand the ‘affinity’ group. Once Affinio discovers niche segments of the followers of a brand, it uses its own algorithm (using the Twitter API and the Gnip search API) to search for matches with that profile in the entire Twitter user base. This increases the user segment to which a brand can direct its Twitter advertising campaign.
2 –Improve their orientation. Affinio uses a custom optimization engine to improve its orientation, thanks to the statistics of the advertising campaign.
3 –Recommend content. It’s able to offer common terms, hashtags, images and content used by a particular segment. These ideas are used to suggest a copy that the user should consider to improve the campaign’s performance, knowing that these will resonate with the target audience.
4 –Create multivariate tests. Affinio uses the Twitter advertising API to create multiple simultaneous campaigns with combinations of creativity and copies oriented to data. In addition, it tracks results in real time for automatic optimization on behalf of clients.
In its early beta cases Affinio’s results were very interesting. In particular, a small B2B software business generated 25% more sales opportunities compared with previous Adword campaigns. Its creators admit that success lies in forming a kind of tribe and from there, to orient everything toward it.
“Our ideas of the tribe and content recommendations give them the ‘secret handshake’ [to the niche you are targeting] to enter their most influential communities to promote trust and a deeper commitment”, explained the managers. All thanks to identifying new business opportunities and also using one of Twitter’s APIs.
QR code payment is an alternative form of mobile payment that requires no card chip or NFC technology: just a camera and an internet connection Payments with a QR code are increasingly popular among younger consumers and tourists, as well as one of the most demanded forms of payment, especially by Chinese visitors to Spain. […]
Digital banking or electronic banking is the future of the banking sector, with more and more functionalities and possibilities Digital banking, the virtual and infrastructure transformation of banking telecommunications, is increasingly used. Its ubiquity, accessibility, speed, availability, security and the diversity of available functionalities have clearly attracted users. What is digital banking? What are its […]
ST APIs are an example of an API development architecture increasingly used within companies, partly due to the separation between client and server, the process scalability and reliability, and the low number of resources required by the system. What is a REST API and what architecture examples are available to companies? What can an API […]