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….
February 15, 2018
July 7, 2017
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…
May 26, 2017
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…
April 14, 2017
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…
August 26, 2016
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,…
May 19, 2016
People Pattern Co-Founder & Chief Scientist, Professor Jason Baldridge will be presenting the topic of “Disambiguating Explicit and Implicit Geographic References in Natural Language” at The 2016 Machine Learning Conference in Seattle on Friday, May 20, 2016. Here is the Abstract When people speak, both they and their utterances are situated in place and time. Our utterances reflect where we are from,…
April 28, 2016
People Pattern is excited to unveil our Portrait Database (PDB). Machine learning techniques were used to give structure to billions of unstructured documents such as Tweets, Facebook wall comments, Instagram posts, blog posts and customer reviews. The PDB answers the desires of marketers and researchers, who have been looking for a structured database of individual records (aka portraits) with demographic, interest and persona attributes…
April 26, 2016
Big brand CMOs are growing weary of ambiguous and non-actionable insights from their current social media listening tools. Here is a common scenario heard throughout marketing departments today: One of their trusted social media gurus slacks the CMO: “Latest campaign just earned an 80% positive share of voice. Boom!” CMO responds curiously: “Yeah? Is that positive sentiment coming from our…
April 14, 2016
Brands and products have to adapt to the demands of today’s consumer — and this change must happen fast. Traditional market research – phone surveys, panel discussions, and field research for example – is not keeping pace. According to a recent report by GreenBook Research, market researchers say the biggest challenge they face are the methodologies of market research. These methodologies take…
March 16, 2016
WHITE PAPER Validating existing audience segments All brands must understand their audience in order for their marketing efforts to target the people who are most likely to purchase their products and services. Even brands with universal appeal learn who their best customers are, and work to not only make them repeat customers, but share their message. Understanding your audience helps…
February 28, 2016
WHITE PAPER Activating your most profitable personas Personalized marketing is the ultimate form of targeted marketing. By creating highly customized messages, marketers can better communicate how their product or service can meet consumer needs. More companies are beginning to implement personalized marketing into their campaigns, but in most cases the audience segments being targeted are still very wide. The more…
October 7, 2015
Throughout AdWeek, marketers and brands shared how to be disruptive, innovative and stay ahead of the curve. But the key to success, as Campbell’s Global Director of Digital Marketing Umang Shah reminded us, is to stay perpetually relevant. Complacent or out-of-touch brands will lose customers to competitors, because, as Nader Ali-Hassan at Progressive shared in a different talk, “we are…