Not gonna lie. I’d never thought about it in quite that way. But when I got to talking with a friend this week about his work building social media content at a well-known winery, I wondered why it took me so long to connect the dots. Between a winery’s DTC data, that is, and their social media content. Here are a few ideas we’ve been brainstorming, to describe what I mean. Have you ever compared your socials’ analytics with the demographics of your customer segments? People who buy through your website, for example, or who respond particularly well to outreach via text.  Who are these customers, in terms of gender, age group and location? Your DTC data has a lot of granularity about those specific segments, and many others. Is your social media content aligned? Let’s say your data tells you that sales are lagging behind of the most recent release of your Sauvignon Blanc. What can your DTC data tell you about sales of previous vintages of that wine?