How holistic is your approach to making decisions on the most important marketing lever?
This paper discusses harnessing omnichannel customer feedback data using deep learning, and integrated with NPS survey data to deliver superior customer experience (CX). While there is lot of work done and tool availability in this field for English, there is a lack of algorithms and research done for local languages, such as Bahasa Indonesian. We describe our Quasi Recurrent Neural Network (QRNN) based approach that we used on customer omnichannel feedback for topic modelling, priority prediction and sentiment classification. We further demonstrate the use of our work for multiple clients in Indonesia, in order to set up an advanced CX monitoring and improvement programme (CXM). We showcase our holistic approach to customer experience, integrating omnichannel customer feedback data with NLP-based predictions. We also showcase two cases where we deployed our intelligent CXM tool and set up intelligent conversation monitoring systems to predict customers at the verge of churn-out, beforehand.
Getting the right pricing strategy is very critical for CPG companies - more so in the alcoholic beverages (AlcoBev) category in India, because AlcoBev is a highly regulated industry subject to high taxes coupled with restrictions on distribution and mass media communications. This renders it very price sensitive and highly competitive. At Diageo India, we have developed an integrated brand pricing framework that encompasses the following dimensions: (i) consumers' current sensitivity to brand price; (ii) behavioural equity measure (total $ value that is the sum of functional and emotional benefits provided to the consumer by the brand, over and above price); and (iii) drivers of equity. This holistic framework enables maneuvering pricing in the market for the short-term while getting the right balance between price and total brand value, as perceived by consumers in the longer run and also driving actionability in terms of building up equity.
The everyday use of technology has been changing our perspective regarding what we are as individuals, and what we are able to deliver. The access to technology has also been transforming us as consumers, changing our behaviours, values and our expectations related to brands. In addition, technology has been making way for new sources of competition in various industries over the years. It is the main transformation channel in the corporate world, and it has re-shaped models and businesses.
For the first time in the history of the Spanish TV ecosystem, it is possible to measure and understand the holistic viewing behaviour of a TV Show across all platforms with the use of audio matching technology.
The worldâs healthiest and most financially prepared citizens - the Japanese - view old age with overwhelming anxiety. With this insight as a backdrop, and a refreshed brand, MetLife set out to #ChangeRougo, the very meaning of life after retirement in Japan.
Does sociocultural understanding and speed go hand-in-hand? Does multiple-market scope and optimisation go hand-in-hand? This will be answered by testifying the importance of online in contextualising human psyche within culturally constituted realities.
This paper is about taking a holistic approach to online communities and developing a mindset that obsessively focuses on the client end-game, rather than any fixed methodology. We explore what makes an effective online community; highlighting what works, and also some of pitfalls (based on personal experience!). During the course of the paper we'll use four case studies from clients in diverse sectors to illustrate the key points.
Discover how to use holistic research communities to give stakeholders fast and cheap - without compromising on quality. And by doing so to get back to the core role of market research, providing accurate insights to clients, not worrying about methodologies.