Plans & Pricing
Does My Company Subscribe?
Director and Co-Founder, Buzz Radar
Sentiment analysis is already an important component of many brands’ social media strategies, but it can often be limited to basic interpretations of whether a conversation is positive, negative or neutral. At the Cannes Lions international advertising festival in June, data visualization technology provider Buzz Radar conducted an experiment that took sentiment analysis further, diving deeper into different types of emotional nuances. Patrick Charlton, director and co-founder of Buzz Radar, spoke to eMarketer’s Maria Minsker just before the festival about what the company hoped to learn from the project.
eMarketer: Before we talk about emotion specifically, can you provide an example of how brands can leverage real-time social conversation visualization technology in general?
Patrick Charlton: Burberry has used our Command Center platform to look at conversations on social media surrounding their campaigns. We pull in every single mention of Burberry from conversations about London Fashion Week, for example, and analyze the sentiment. They’ll have a big screen up during the 20 minutes of their live show, watch the conversation on a dashboard and choreograph the program using that live data. They can pick up the phone and talk to their content producers to optimize the show in real-time.
What Is the Best Metric for Valuing Ads Across Media for US Agencies and Marketers? (% of respondents, May 2019)
Which Social Media Platforms Do US SMBs Use? (% of respondents, Jan 2019)
What Will Be the Most Transformative Application of Innovation for Customer Service for Businesses Worldwide in the Next 5-10 Years? (% of respondents, April 2019)
Which 3 Technology Trends Will Offer the Biggest Opportunity to the Customer Service Department of Businesses Worldwide by 2020? (% of respondents, by region)
What Metrics Do B2B and B2C Companies Worldwide Use to Measure ROI? (% of respondents, April 2019)
The Brand-Agency Relationship: Streamlining with In-House Teams and Flexible Engagement Models
Customer Experience 2019 (Part 2)—Personalization and Data-Driven Experiences: The Building Blocks of a Better Customer Experience (A 4-Part Series)
How Advertisers Are Navigating Changing Auction Dynamics
How GroupM Utilizes Supply Path Optimization
How Brands Streamline Their Agency Partnerships
Strategies for Thriving in the “Age of Amazon” | Sponsored Content