New Ideas in Marketing
Essential news for marketers, summarised by YouGov

Combine natural language processing with sentiment analysis to delve deeper into emotional tracking.

Given the array of machine learning and AI tech, brands can often come off as “creepy” by their usage of customer data. Katrina Taylor, head of user experience (UX) and product design at Armoire says that brands should solve customer problems to create ongoing value which can in turn dissipate business problems.

In order to facilitate meaningful customer exchanges, brands should offer something in return for the data provided. To address privacy concerns in leveraging behaviour and emotion metrics, Taylor recommends combining natural language processing with sentiment analysis.

She also suggests retaining human interaction when using an automated approach and setting protocols in place for manual inputting of data. Data scientists should collaborate with the UX team to build experiences based on quantifiable data.

Read the original article

[4 minute read]

Related Content