Recently I was briefed on a new project around some natural and organic food brands. One observation that was perplexing was that among the audience interested in these brands, 57% of them seemed supportive of Trump. Most might assume that all granola types are super hippie and left leaning. From my experience working in the natural foods industry for 20…
Who’s ready for Mother’s Day? As someone who’s married to a mom and has a mom, I feel like there isn’t enough we can do for them to honor them on this holiday. I thought I’d use People Pattern to get a better handle on what the majority of moms out there may want. I have my presumptions, but will…
When people typically think of Valentine’s day they think of romance and roses with dinner at a fancy restaurant. But let’s be honest, most of us end up spending it at home with our favorite streaming service, such as Netflix or Hulu. This year we decided to use People Pattern to dig in and see if our assumptions hold true….
What are panels? Panels are curated groups of people who fall within a particular niche. These groups can be general, such as tech opinion leaders or blog authors, or they can be more specific, like construction workers in the Greater Chicago area. In order to create a Panel, the People Pattern platform trawls through vast amounts of social data to…
About two years ago, IBM announced that its artificial intelligence platform, Watson, would be adding “psychologist” to a résumé that includes physician’s assistant and Jeopardy! champion. Here’s how it works: Watson looks through the last 200 posts for a given social media account and uses natural language processing and machine learning to score the user on five different criteria – the Big Five personality traits….
For better or worse, the Don Draper era of marketing is over. Gone are the days of sitting alone in a gigantic wood-paneled office, nursing a 10 a.m. glass of scotch, and generating audience insights by pensively staring out of the window. Today, data science rules, and marketers aim to take a data-driven approach to identifying and engaging with their…
Thou Shalt Not Covet Thy Neighbor’s Audience If business has any commandments, this certainly isn’t one of them. Going after your rivals’ customers is an essential part of growing your market share and becoming a dominant player in your industry. It’s not always an easy proposition, but thanks to advances in technology and audience intelligence, today’s marketers can identify and activate…
Now more than ever, marketers are striving to incorporate a more data-driven, quantitative approach into their strategy. But what does that actually look like? Where do you start? And what’s wrong with the tried-and-true methods of market research that marketers have been using for decades? Phone surveys and focus groups have long been standard operating procedure for marketers looking to…
Throughout my career, I have been deeply interested in people, language, and computation. As a professor in the Department of Linguistics at the University of Texas at Austin, my research and teaching spanned linguistics, computer science and the digital humanities. Given this background, it was only a matter of time before the allure of social media became too great for…
WHITE PAPER Acquiring intelligence from chaos Social media platforms enable mass communications by arming marketing teams with baseline insights into their respective audiences. But as more information becomes available and companies look to gain further insight into their audience, the trick is figuring out how to efficiently interpret meaning from the data deluge. Download the white paper
Royal Bank of Canada: An Example of How Financial Institutions Can Uncover Actionable Customer-Centric Strategies Download the full Audience Analysis presentation for RBC here. Financial institutions around the world promised to focus on customer-centricity following the financial crisis in 2008. However, these institutions have been struggling to deliver on this promise. A large reason is that to deliver customer-centric experiences,…
Today’s B2B marketers feel the constant day in, day out pressure to perform. According to a recent study from Workfront, a project management software company, one in four marketing practitioners reported that they routinely feel “overly stressed” or even “stressed to the max” on the job. In addition to the 25% of marketers who said they feel highly stressed, another…