How HP uses geotargeting and social data to boost ROI

This event report outlines how HP leverages various digital tools and data sources to help drive demand for its printers.

How HP uses geotargeting and social data to boost ROI

Zara Stone

"Social media is all about data," according to Leslie Drate, Social Media Manager at HP Printers. "It's not about your tweet anymore. It's about how you're targeting the tweet. The key is to get the most ROI and do the most targeted marketing."

Drate leads all social-media activities for HP's largest consumer business. And, in that capacity, she's been able to target key audiences by drilling down both geographically and economically. As she explained to an audience at the ClickZ Live conference in San Francisco, this process...

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