C-Suites around the globe are asking for real-time measures and market research budgets are cut. Can we really substitute costly brand trackers with AI-generated predictions out of social listening data? Intel took it to the test.
Text data is an untapped goldmine: By using text categorizations, AI can predict NPS better than with closed questions. NLP analytics had been used for auto-coding with great precision. Results shaped SONOS' product development strategy.
Text data is an untapped goldmine: By using text categorizations, AI can predict NPS better than with closed questions. NLP analytics had been used for auto-coding with great precision. Results shaped SONOS' product development strategy.
Science showed that 70% of communication is about its creative content not marketing power. Traditional research however measures just rational requirements. This presentation is a call-to-action- a call to combine all research and analysis sources in order to create actionable outcomes.
Science showed that 70% of communication is about its creative content not marketing power. Traditional research however measures just rational requirements. This presentation is a call-to-action - a call to combine all research and analysis sources in order to create actionable outcomes.
"How can we increase brand consideration and purchase intention." This is a fundamental question that any consumer brand faces. This is exactly what SONOS, the pioneer of the wireless home audio market, wanted to explore further. The first step was to radically improve the key driver modeling the approach to identifying why consumers buy. It turned out that conventional approaches are overly simplistic by assuming linearity, independence of drivers and neglecting indirect effects. We took the SONOS brand tracking data and built an advanced causal path modeling, using the universal structure modeling approach and the Neusrel software. What we found was that reality is much more different than conventional models force us to assume. The proof was that we achieved over 50% higher predictive power.
How SONOS boosted its growth trajectory by leveraging a universal structure modeling