Companies can leverage cluster analysis to determine the common points of discussion on social media

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 17, 2019, 2:06 AM UTC

This can let the brand comprehend which content to serve and where.

This article argues that leveraging AI requires building a solid base first. This, in turn, requires brands to identify which data source they want to analyse and map a supporting infrastructure around it. The author makes recommendations on using AI to find the right data sources.

If a company wants to analyse more than one marketing parameter, they could develop a “customer data-driven attribution model.” This model can enhance visibility into conversions for acquisition, retention and engagement channels.

Cluster analysis can let the brand identify the common areas of discussion on social media. Through this the company can understand which content is best served. The brand can use “sentiment analysis” to comprehend what people like or dislike about the brand.

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