Although relatively an unexplored territory mostly by the marketers, Social intelligence is gradually emerging as a key facilitator of change in the world of business. It is compelling Marketers to trade gut-feelings with accurate data driven insights to device smarter strategies, and achieve effective proactive decision making. It’s about Marketers willingness to engage with social conversations and not merely assemble social data.
Marketers are now equipped to make smarter “business decisions” on their brands using actionable social insights. Frrole Inc is one such social intelligence start up that provides the” need of the hour” intelligence called “People Intelligence”; an in-depth analysis of influencers and consumer multi-level segments including their personality, demographics, interests and real-time needs. It analyses demographics, psychometrics, brand preferences, purchase behavior and content affinity of people based on what they post on social media. Using derived insights of this analysis, it helps you measure real-time shifts in your audience characteristics, analyze past buying behavior and predict future patterns.In a recent technology update called “Mood Analysis”, Frrole has introduced a next-generation algorithm that helps you understand how consumers feel about a particular brand, and how they are likely to act on their feelings. Frrole has combined its expertise in the area of Machine learning with Liz Miller’s popular mood analysis framework called Moodmapping to become the first vendor in the Social Intelligence space to provide real-time consumer mood, along with sentiment. It is a significant next step as mood analysis can tell a brand how a consumer is likely to act on a certain feeling, something that brand marketers care for deeply.
A brand’s customers are speaking about their likes, dislikes, about that brand, about its competition, and lot of other interesting things on social. Why would a Marketer still completely rely on age-old market research tactics, and not embrace these organic, unbiased, multi-segmented, real-time insights about their industry, competition and brand? And hence probably it is time to not just “Know the customer” but embrace the new era of social intelligence where you “Feel” the customer.
Written by author exclusively for Paul Writer.
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