Digital Marketing

The Silicon Heart That Exposes Very Human Emotions: Brandwatch

The Silicon Heart That Exposes Very Human Emotions: Brandwatch
Written by Publishing Team

The pervasiveness of data in every aspect of our lives means that it is now possible to identify nearly every aspect of human interaction. “Soft” metrics such as loyalty, fame, and reputation can now be represented by numbers drawn from raw data, and information that comes from the sources we interact with on a daily basis. Social platforms, forum comments, review sites, and, at a deeper level, metadata from media and interactions with applications – all of these create patterns of behavior and expression that greatly benefit organizations interested in their current and future reputation and activities.

The first marcomms platforms focused on limited sets of input, such as pulling follower numbers from Twitter or collecting “likes” from Facebook. But as technology becomes more pervasive in the daily lives of many of the planet’s inhabitants, the limitations of these tools mean that companies are now looking to more data-centric platforms to derive empirical metrics from a wide variety of sources numbering in the millions.

Unfortunately, while increasing the number of data sources is an excellent concept from a statistical standpoint (the more information collected, the more accurate the resulting numbers), having more sources means a greater chance of incompatible data formats, data redundancy, and data corruption.

Getting a complete overview of consumer interactions, needs, and opinions takes on a very specific mix of applied marketing technology and types of tools most commonly found in the data scientist’s silicon toolbox – the new breed of professionals savvy in statistical methodologies and steeped in data analytics techniques.

Even across a handful of social platforms, it’s easy to lose sight of what data collected has to offer amid a blizzard of mentions, likes, and reposts. With so many consumers (and business decision-makers) using the Internet for everything from casual chatting to selecting potential suppliers, it’s important to be able to discover key messages, trends, and mainstream thinking.

Putting together threads of divergent opinions across the endless scope of the internet about a brand or product is challenging from a purely data-driven perspective. Our only platform HQ . technology We realize that this is able to do this, an ability that you combine with language and sector based AI-powered sentiment classifiers. Because of its hidden capabilities (more on this information at once), it can serve as a primary source for digital consumer intelligence and sentiment analysis for businesses and brands. It searches for relevant data from multiple sources and gathers information, eliminating redundancy and sifting quickly to extract inconsistent or mismatched data formats.

Users can navigate different market segments according to their desired outcome, whether it is analyzing competitors, getting feedback to inform new or existing products, discovering untapped markets, or finding out why SKUs are flying off the shelves. hereBut they collect dust here.

Insights and any results can be presented in different ways – address numbers appropriate for C-Suite consumption, precise metrics for operations experts or frontline forces of marketing.

Many online conversations conducted on different platforms can reveal well-established consumer opinions in a particular market segment, such as cosmetics, for example. Once collected and distilled, opinions can – and should – guide corporate policies. The Body Shop’s Jennifer Rice, director of customer strategy and analytics, notes that there’s been a lot of chatter online about the launch of the new look of Bond Street store. Brandwatch offered key insights, and discovered that the introduction of the refill station dominated 90% of the conversation: “It was a bright moment for us,” Jennifer explains. “What it really did was give us confidence that refills were what we should be doing and it helped us speed up [our] a program.”

Brandwatch’s “secret sauce” is its proprietary AI engine that intelligently sifts through the information flowing through the platform, extracting insights that might escape human operators’ notice. Using the technology in this way makes perfect sense, given that Brandwatch’s platform data records go back to 2010, featuring billions of conversations from sources like Instagram, Facebook, and Twitter. Add to that, a name-call to the millions of other sites out there, some of which may be more relevant to a brand, for example, than a single social platform, like Twitter. Looking at the numbers involved, it’s quickly clear that a thousand human analysts for the brand will struggle to track even the broader trend.

The Brandwatch platform goes further: companies can enter their own data, collected over the years and maintained in other platforms, online or offline databases, and even archives of old Excel sheets. These are valuable sources of information that generally need a lot of processing to be imported manually. Brandwatch makes it easy to bring the value inherent in the surface of the AI ​​engine.

Like the The Body Shop example above, real-time data is becoming increasingly important for many companies who need to see opinion metrics during campaign launches, product launches or the emergence of crises. Thanks to Brandwatch’s direct connections to major social platforms and websites, this is possible, with virtually no delay between expressing an opinion online and seeing the company’s aggregated results in their Brandwatch dashboards.

Although there is a significant amount of data validation and analysis under the hood of Brandwatch, the company is also publishing details of the API’s access to the platform. This means that any other real-time data sources can continue to pay dividends.

Even without this scalability, the platform derives its information literally from billions of sources comprising hundreds of millions of websites and social platforms; Image and text scanning to track brand health, campaign performance, public perceptions, competitor performance, online behavior, as well as past, current, and emerging trends. It highlights insights from multiple stakeholders and helps distribute results in attractive and insightful formats.

Brandwatch’s roster of 2,000+ customers reads like who’s one of the biggest brands in the world. Among them are major B2C retailers and financial service providers, whose public image is an important part of their success. There are also many B2B companies that rely on Brandwatch to help uncover broader public perceptions and trends to help them stay relevant and grow their brand reputation.

Regardless of the business model, sector, or size of the company, no organization is immune to the public expectations of companies to create a more sustainable and just world while providing excellent customer experiences.

A brand’s success depends on its ability to adapt, anticipate the next opportunity or anticipate looming risks before the competition does. Brands like The Body Shop use Brandwatch’s powerful insights to analyze and gauge the nuances of human emotions expressed about and around their products, helping them find what’s popular now, what’s starting to trend, and even the products that might be tomorrow. Your organization and brand can join in – contact your local Brandwatch representative to discuss your options.

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