A holistic view of data can lead to a productive relationship with the customer.
This piece says that customer views and brand views can often differentiate and may not be mutually exclusive to each other. In order for brands to find common ground between customers and their marketing campaigns, they should look at their campaign values from different angles and find the ones that resonate with the consumers.
While brands can use data to drive their marketing decisions, it shouldn’t skew their understanding of the consumer’s point of view. Marketers should look at the data as a whole and challenge their assumptions to understand their consumers better.
The article contends that combining linguistic and visual data on social media can help marketers gain insights on audience perspectives. They should look to glean insights by mining social media posts and going beyond sentiment analysis.
[7 minute read]