Ignore Consumer Narratives if you want Consumers to Ignore Your Brand

The advent of Big Data has brought about significant change over the last several years, and one of most important is the increase in Opportunities for Brands to gain deeper, more relevant Consumer & Shopper Insights.

In fact, access to such insights was simply not possible before. In our fast-changing Digital world, Data & A.I. Powered Marketing Technologies are helping to reinvent the possibilities for what Consumer Behavior Intelligence can offer. Marketers also now recognize the need to collect the highest-quality and most-relevant data, through the right infrastructures, so they can better understand their consumers and attitudes toward their Brands.

However, today’s Challenge is understanding how the volume of data can be transformed into Actionable Insights that complement traditional methods of Research and help shape Marketing Strategies that embrace the Future.

While the challenge is complex, A.I. Consumer Narrative Intelligence is one way to achieve better Consumer Understanding.

Facts

1. A.I. Consumer Narrative Intelligence is a discovery process, unlocking immense possibilities for Brands to create better rapport with Consumers at scale.
2. It is Data-driven, Unprompted, Unbiased. It also addresses a pressing Brand need: to deeply listen to Consumers and focus on what they are expressing online.  This leads to clearer insights and a more comprehensive of key audience segments.
3. A.I. Consumer Narrative Intelligence requires a 24/7 approach to collecting, processing and decoding of millions of unprompted and unbiased public Consumer conversations that occur online.
4. To make this possible, XPLAIN is developing advanced Artificial Intelligence algorithms to better interpret Consumers’ Underlying Needs, Emotions, Beliefs and Behavior Drivers.  This is achieved without the use of any personal data and fully respects consumers’ privacy.

Bringing a Sample A.I. Consumer Narrative Intelligence Outcome to Life:
US Hydration Industry Consumer Narratives

By examining the Consumer Narratives that are created within the online communities of various Hydration Brands, it is possible to unlock key differences & commonalities among them.
Brands that appear closer have more in common according to Consumer Narratives. In this example, all Hydration Brands are grouped in 5 main clusters. Each cluster consists of different Brands with commonalities in Consumer Narratives. Closely-placed Brands underscore evolving interests of the community and common points-of-view.

Source: User-generated content on Facebook, Instagram, YouTube / Analysis’ Timeframe: 1.1.17 – 5.15.18
Size of the Bubble represents the volume of content created by Consumers.

Implications/Results

 Sole use of Social Listening is not enough anymore as it heavily relies on a “Brand lens”, being primarily driven by Branded communications on the web, rather than on the Unbiased and Unprompted Consumer & Shopper conversations emerging online.

A.I. Consumer Narrative Intelligence goes further than merely quantifying, comparing and analyzing important factors to even ultimately predicting impactful consumer & shopper underlying beliefs and behavior drivers.

As a result, A.I. Consumer Narrative Intelligence is now a necessary complement to all Brands’ Social Listening initiatives– to further inform and reinforce Strategic Planning, Communications & Targeting.

 Big Data combined with A.I. Consumer Narrative Intelligence, can help marketers to:

• Gain access to Important Actionable Insights for Comm’s, Media & Creative to further Enhance Brand’s Key Messaging & Positioning.
• Discover the white space for your Brand to really play a role in Consumers’ lives through meaningful conversations.
• Lead the Consumer Narratives that truly maximize your Brand’s impact.
• Keep setting the right business Objectives and Priorities to Safeguard your Brand & Investment.

There is a simple 3-Step iterative Process to integrating this approach into your arsenal of other marketing tactics if you want to successfully Lead the Conversations’ Battlefield:

1. Audit Consumer Narratives to Uncover Dominant Consumer POVs & Behavior Drivers.
2. Combine A.I. Consumer Narrative Analytics’ Results with other Marketing Intelligence Data available to constantly Complement and Augment Consumer understanding.
3. Track & Optimize to build your Own Success Story.