Solutions Products Services Resources Company GET A DEMO Login Social Data Alone Isn’t Enough For Consumer Intelligence Success To stay ahead of consumers’ rapidly changing preferences and behaviors, brands need more than just social data. Enter AI-enabled consumer intelligence: harnessing a variety of internal and external data sources, it has evolved beyond traditional social listening to capture the complete view of consumers. By hybridizing data – aka merging big data from sources like social and search with first-party data from surveys, CRM, and more – brands get the full picture and a single source of consumer insights. But, it’s easier said than done. Data analysts estimate that 80% of their time is spent creating new datasets rather than analyzing data for insights. Consider also that valuable data sources never stop growing and multiplying, and companies are left spending more time wrangling data than reaping the benefits of insights. So, how does AI-enabled consumer intelligence deliver valuable business insights with data hybridization? More data sources = more complete insights There’s no shortage of consumer data; most companies are drowning in it from sources like social, CRM, user-generated content, marketing operations information, web analytics, and more. But for insights pros to make sound, strategic decisions, they need the full picture. Better data coverage from a variety of sources reduces biases and fosters more precision in your analysis. Different sources provide different insights: Twitter allows you to monitor spontaneous and hot reactions to trending topics Forums and blogs allow advocates and experts to provide longer form, more detailed feedback on your products Opinion surveys reveal your consumers’ satisfaction levels Search data uncovers your consumers’ intent With the right tool, data hybridization yields faster, more accurate insights by allowing brands to spot correlations between data sets. For example, a brand evaluating their recent product innovation might look to social mentions on Twitter and Facebook and customer opinion polls for a complete view of consumer response. Better insights = better business decisions With the full picture of consumer behavior and trends, brands can make better, data-driven decisions. For example, imagine bringing a new, innovative camera to market; by analyzing CRM data and product profitability data, you could quickly identify which cameras are likely to generate the most revenue and customer interest. Another example: one Synthesio customer wanted to understand why they were receiving negative feedback and press from customers. By analyzing both survey data and consumer sentiment in online conversations, they uncovered key pain points and correlations between the two. Equipped with these actionable insights, they subsequently launched an improved customer service program plus new digital promotions. By drawing on multiple online and offline data sources, AI-enabled consumer intelligence enables you to make data-backed, revenue-generating decisions – whether that’s jumping on a new market shift, targeting a new audience, or seizing a product innovation opportunity. >> Want to learn more about how Synthesio’s AI-powered platform allows you to get the complete view of consumers and your customers? Request a demo here. << 3 November 2021 Share This Story, Choose Your Platform! Facebook Twitter Reddit LinkedIn Tumblr Pinterest Vk Email About the Author: Aurore Legentil Aurore Legentil est Responsable du Marketing chez Synthesio. Sa mission est de populariser les usages de la Social Media Intelligence sur le marché français, et de mettre en exergue l'efficacité des solutions proposées par Synthesio. Forte de plus de 3 ans d'expérience dans l'univers du B2B, dont deux chez un acteur spécialisé dans l'analyse des données textuelles, Synomia, elle part désormais à la conquête d'un marché français à la recherche de renouveau sur ces enjeux. Related Posts Social Data Leads the Way As Retailers and Brands Prepare for Convergent Commerce 23 November 2021 Social Listening 101: How To Understand Consumers 18 November 2021 3 Keys to Supercharge Your Social Listening – and Move To AICI 20 October 2021 Solutions Solutions by Job Role Solutions by Use Case Solutions by Industry Products Social Listening Dashboards Signals by Synthesio BI-Style Reporting for Social Intelligence Synthesio Surveys Social Media Command Center Resources Blog Posts Guides & Synthesio Reports Webinar Recordings Customer Stories Events Use Case Stories Homepage Test Company Contact Sales Leadership Locations News Coverage Press Releases Careers © 2021 Synthesio, Inc. Privacy & Cookie Policy LinkedIn Twitter Facebook Instagram YouTube We use cookies to give you the best user experience on our website. Please click "OK" to continue, or read our privacy & cookie policy. OK English