Posts in Sentiment analysis

Analytics approaches every marketer should know #3: Predictive analytics

According to many of today's advocates for data-driven organisations, predictive analytics sounds the most exciting. It apparently lets us 'predict the future using data from the past'.

While being able to see the future sounds great, the reality of predictive analytics is a bit more mundane. It does, however, still have the potential to make real business impact in the present.

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How brands can navigate today's super-political environment

Following Brexit and the US presidential election, many brands have responded to the polarized times by choosing to weigh in on political and social issues.

But brands face numerous challenges in trying to do this successfully. Chief among them: how do brands connect with consumers at a time when so many of them don't see eye-to-eye on some of the most important issues of our time? 

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Sentiment analysis: How consumers feel depends on who you ask

Starbucks is one of the brands that isn't afraid to get political in an increasingly polarized world.

Its most recent political statement: it announced plans to hire 10,000 refugees following US President Donald Trump's enactment of a temporary travel ban targeting individuals from a number of predominantly Muslim countries.

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Three ways brands are using emotional analytics to connect with customers

Social media has dominated my working life since its inception.

It’s been fascinating to see the evolution of brand communication as it moved away from brands talking at people, towards the creation of a dialogue with customers, fans and followers.

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Expanding your marketing playbook with predictive analytics

In the Mad Men era of marketing, appealing to the customer’s emotional drivers was the standard - the “go-to” play.

Appeals to the heart won the wallet. Take a more recent example, from a category with a very emotional appeal: the Budweiser Clydesdale horse campaign.

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Is Twitter getting too noisy for high-profile users?

Celebrities and athletes often turn to Twitter to interact with their fans, but for one of the National Basketball Association's biggest stars the popular platform became too noisy.

As his following grew into the millions, Stephen Curry of the Golden State Warriors started using Twitter less and less, something his former university roommate, Bryant Barr, noticed.

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Facebook rolls out Reactions, an extension to the Like button

It's finally here: after months of speculation following Mark Zuckerberg's comments about the creation of a Dislike button, Facebook has unveiled an extension to the Like button that will allow users to express emotion when reacting to content.

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Quicken Loans shows the perils of Super Bowl ads

Last weekend, well-heeled advertisers spent $5m for 30-second ads during Super Bowl 50.

With more than 110m viewers tuning in to watch one of the sporting world's largest single events, the justification is clear: Super Bowl ads deliver reach few other televised events can.

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Social monitoring & listening: What is it and do you need it?

Social listening was once a novel technology, even as recently as two years ago.

Today, there are dozens of social listening and social monitoring software providers, each touting capabilities that vary wildly and generally sound like black-box, secret-sauce voodoo magic.

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What a Dislike button on Facebook could mean for brands

Facebook is by and large a friendly place for brands.

Yes, consumers can and do voice their displeasure on the world's largest social network, but when it comes to what can be done with the click of a mouse, consumers are limited to ubiquitous Like. But that all could be changing. 

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We analysed 82 Econsultancy email subject lines and here’s what we learned

One of Econsultancy’s main retention and sales channels is email marketing. Duh! Same as nearly every other company on the planet.

Email works because it’s the foundation of online marketing. But... is Econsultancy's subject line language optimal?

We analysed the emotional power of 82 of its recent email subject lines and here’s what we discovered.

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Five creative uses of data from Cannes Lions

Data and creativity are often considered at odds with one another: the science and rigour that data brings is said to kill the magic of creative ideas.

Award entries at the first Cannes Lions Innovation festival show this mindset is shifting.

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