Mak­ing ev­ery opin­ion count

The Smart Manager - - Marketing -

While big data is a cru­cial pa­ram­e­ter to un­der­stand cus­tomers and their be­hav­ioral pat­terns, it is no longer the holy grail. To dis­tin­guish them­selves and of­fer su­pe­rior cus­tomer ex­pe­ri­ence, com­pa­nies need to make sense of the un­struc­tured data that will help them mea­sure the in­tan­gi­bles—emo­tions and in­flu­enc­ing as­pects. How­ever, as Steve Jones said, mak­ing sense of un­struc­tured data isn’t about tech­nol­ogy, it’s a busi­ness chal­lenge.

In the era of dig­i­tal mar­ket­place dom­i­nated by the nar­ra­tive of con­sumer en­gage­ment, celebrity brand en­dorse­ment is fast be­com­ing ob­so­lete. The en­dorse­ment space has now been usurped by ubiq­ui­tous ‘in­flu­encers’ with a large fan fol­low­ing on so­cial me­dia. These in­flu­encers, with var­ied amount of ex­per­tise in myr­iad do­mains, are be­ing in­creas­ingly ap­proached by brands for re­views and feed­back. In a sur­vey con­ducted by Di­men­sional Re­search, an over­whelm­ing 90% of re­spon­dents who re­called read­ing on­line re­views

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