Marketing Performance Report
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Monthly CX Review
Marketing Performance Report
| Metric | Aug | Sep | Oct | Nov | Dec | Jan | Δ MoM |
|---|---|---|---|---|---|---|---|
| Mentions | 1,804 | 1,912 | 2,087 | 2,014 | 2,152 | 2,303 | +7% |
| Reach | 6.0M | 6.5M | 7.0M | 7.5M | 8.5M | 12M | +42% |
| Positive Sentiment | 1.5% | 1.6% | 1.7% | 1.8% | 2.2% | 1.9% | -0.3pp |
| Social Interactions | 2,140 | 2,890 | 3,210 | 3,780 | 4,260 | 5,370 | +26% |
| AVE | $420K | $510K | $580K | $690K | $800K | $1.1M | +38% |
What People Are Saying
Queer Eye Partnership
JVN, Antoni, and Queer Eye TikToks launched January 20. Combined 4.2M reach. Campaign tagline: "Outdo it with Intuit QuickBooks." High visibility, brand-safe execution.
AI Integration Launch
Intuit AI messaging appeared across influencer content and owned channels. "Handles the busywork so small business owners can focus on what they love." Functional positioning.
Tax Season Prep
Seasonal content ramping. Multiple mentions of 1099 contractor features, mileage tracking, and tax categorization. Practical, product-focused conversation.
Pricing Concerns
Small but pointed thread on Bluesky: users citing price increases and declining support quality. One explicitly seeking "software without AI." Watch area, not crisis.
Verbatims
Positive Highlights
My Intuit QuickBooks tip: Use Intuit AI in QuickBooks to organize my invoices and track my expenses. @QuickBooks #OutdoIt #QuickBooksPartner
Me whenever @QuickBooks sorts my expenses for me. Shoutout to Intuit AI doing the heavy lifting. #QuickBooksPartner #OutdoIt
Business, but make it Queer Eye. Intuit AI in @QuickBooks handles the busywork so small business owners can focus on what they love. That's how you Outdo it with Intuit QuickBooks.
Negative / Watch Areas
We recently moved our payroll off Intuit QuickBooks and it was quite satisfying. They continuously increased the price while service and support got worse and worse. Helluva business model.
UK freelancers: what accounting software do you use and like that doesn't have AI in it? I'm ditching intuit quickbooks at the end of this tax year.
Don't get scammed by people pretending to be Intuit QuickBooks. Here's how to identify a scam email from someone pretending...
Synthesis
What This Month Means
Queer Eye campaign drove reach, not advocacy.
JVN, Antoni, and Queer Eye TikToks all hit January 20. Reach spiked 43%. But positive sentiment fell 15% period-over-period. Pattern: paid influencer activations generate awareness without organic enthusiasm. The 91% neutral sentiment means people saw it. They didn't feel strongly about it.
Price and AI pushback are real signals.
Bluesky complaints about pricing and anti-AI sentiment appeared in January. Small volume (39 negative total), but the verbatims are pointed: "continuously increased the price while service and support got worse." One user specifically asked for accounting software "without AI." Watch areas, not crises.
News dominates; social is the multiplier.
77.9% of mentions are news/web. But 22.3M social reach vs 14.2M non-social reach. Social creates the distribution. The 55.7K likes came from 1,105 social mentions. Ratio: 50 likes per social mention. That's where the signal travels.