Consumer Insights-Yesterday & TodayLuke Moore, Vice President, Sales, EMEA & APAC at Crimson Hexagon

Luke Moore

Vice President - Sales, EMEA & APAC

Crimson Hexagon

@Moorius

Crimson Hexagon | What we are made of!

Image Analytics

Integrates images into a unified analysis of conversations and audiences

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Data Library

Instantly provides access to over

one trillion conversations from

more than one billion people to

answer any consumer research

question

Artificial Intelligence

Automatically detects business-

relevant insights within very

large scale consumer

conversations and audiences

Ease of Use

Provides easy-to-understand insights

for everyone while empowering

analysts to conduct deep-dive

analyses that grow with the data

maturity of the business

The World Largest Focus Group

Context is King

Start with a Question!Embrace the new challenge

- visual context!

Tackling the Gender Gap in Sport

contextual relevance

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Crimson Hexagon – Our Vision

VoC doesn't just mean social

Voice of the Customer examples

• P&G – call logs

• Supercell – in-game chat

• Adidas – app reviews

• Auto manufacturer – agent response

Found that disabled customers had difficulty with packaging

Improved their games through better understanding of users

Optimized their app by identifying patterns of problems

Helped agents respond to important issues, based on machine learning

Crimson Hexagon – Enabling your business to process massive amounts of data

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A Brief Look Back

Can you answer these important questions today?

1. What are consumers saying right now about your brand?

2. What are the most popular images associated with your brand?

3. What are the most common scenes being shared in images with your brand on social?

4. What are the most valuable audience affinities within your target clientele?

5. Are you getting the most holistic view of your customer’s voice?

6. Can you compare insights from this year, with those from 3-4 years ago to make long term strategic decisions?

73%…of business executives call

out understanding and improving the customer experience as their top

business priority*

*Forrester Research | Harvard Business Review | The CMO Council, IBM

30%…of companies believe they understand their customer

needs well enough to identify what initiatives will drive

growth*

50%…of all marketers say they have

challenges gathering and centralizing customer data so

they can glean a clear picture of the customer*

If the answer to any of these questions is no, you’re not alone

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EXECUTIVE

Responsible for:

Business Outcomes and KPIs:

Pain points:

Relevant Content:

Objections:

Titles:

The Executive

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Broad business GTM strategy, product decisions, resource allocation

To understand their company’s place in the market / competitive landscape and identify

opportunities for growth and improved messaging. Typically measured in SOV, new

business growth and brand sentiment

Hard-to-digest reports, back and forth with analysts, siloed data, too much noise not enough signal

Business Insights from Social Media Data [Guide] | Social Media Analytics Throughout the Enterprise [Guide] |

The ROI of Crimson Hexagon [Forrester Report]

No time to talk, I’ll pass the information on to the correct team.

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Understand key shifts

within the industry

over time to capitalize

on market

opportunities

Identify new

audiences and

new markets

Measure the

success of a

brand’s campaign

to improve ROI

Uncover key drivers

of conversation and

topics influencing

brand perception

Identify consumer

opinions about

strengths and

weaknesses of

competitive offerings

Industry / Trend Analysis

Audience Analysis

Campaign Analysis

Brand AnalysisCompetitive Intelligence

USE CASES

Audience AnalysisIdentify and understand audience, influencers, and personas

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• Identify business expansion opportunities through strategic audience planning

Executive Business Driver:

Primary Business Outcomes:

•Identify new audiences and new markets

•Uncover granular insights and demographic

profiles to improve segmentation

•Identify emerging consumer trends and

behaviors

Primary KPIs:

•% lift in brand perception among target audience

•% lift in competitive share of voice among the target

•% lift in engagement and follower growth on owned

channels

•% lift in sales among the target

The Executive

CUSTOMER CASE STUDY | Audience Analysis

How Fender identified and engaged a new audience

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Fender discovered that their audience skewed heavily male so they decided to go after a new audience: female guitar players.

Problem:

Fender found an active community of female guitar players

that is passionate about electric guitars. There wasn’t any

current outreach to this group.

Solution:

Fender uncovered influencers in the female guitar playing community, like Nik Wet, and worked with them to create custom content for female guitarists.

Result:

128%

growth in

female

buyers

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zw

Beyond Text…

Image Analytics, and understanding visual context

• Why: Our brains are built for visual comprehension!

Source: HubSpot and Keller GB, et al (2012). Sensorimotor Mismatch Signals in Primary Visual Cortex of the Behaving Mouse. Neuron.)

• Notice Any Resemblance?

logo object facial

scene activity

Image Analytics: Adding Context to Images

“Young boy wearing Nike

T-shirt (Logo) is outside in

a field (Scene), riding

bicycle (Activity) with his

dog (Object) and he looks

happy! (Facial)”

Image Analytics

• Perrier Image Analytics Use Cases

• Identify influencers taking selfies with Perrier

• Engage with individuals unhappy with the Perrier product

Using a combination of text and image

analytics we can identify both text and

visual mentions of the Perrier brand and

identify when negative emotions like

disgust or sadness are being associated

with Perrier.

This data can also be integrated with

CRM or social engagement platforms via

API.

• Understand where and when people consume Perrier

Drive creative execution around campaign planning. Many clients, like

Starbucks, see this as a critical technology to understand “moments of

consumption”.

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Questions?Luke Moore

And please visit Stand MF20 for more information!

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