Consumer Behaviour Modelling: Understanding the “Why” Using Social & News Media Analytics

Talk:

Consumer words have power.  They share their thoughts, opinions, and feelings on many platforms.  Listening to consumer conversations and understanding the narratives is crucial for a marketer to understand what drives their emotions, beliefs, and behaviours.

In this session, we discuss how a major brand like Coca-Cola taps into consumer conversations around the globe, to understand their behaviours, motivations, and perceptions, and identify innovation opportunities.

Key Learning Points:

• Hear how Coca-Cola uses Artificial Intelligence-powered analytics to ‘listen’ to its consumers
• Learn how to identify segments, visualize conversation themes, and understand sentiment and behaviour
• Uncover the drivers and trends that matter most to your consumer or market