welcome [] · client day 2019 3 client day –17/10/2019 : [email protected]
TRANSCRIPT
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1Client Day 2019
WELCOME
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Client Day 2019
Robert GlaesenerCEO Talkwalker
Welcome to the
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4Client Day 2019
#SUCCESS 2019
Growth
People
Geographies
Technology
Product
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Client Day 2019
Innovation
Talent
Solutions
Clients
#PROUD 2019
Probably the best team in the world
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Client Day 2019
Learn
Connect
Enjoy
Inspire
#CLIENT DAY 2019
Probably the best team in the world
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7Client Day 2019
Social intelligencein the
Join the evolution
Christophe FolschetteFounder Talkwalker
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8Client Day 2019
Some theories
2030
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9Client Day 2019Client Day 2019
Apocalypse in 2030
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10Client Day 2019Client Day 2019
Robots will completely replace humans ?
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11Client Day 2019
Some proven facts
2030
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12Client Day 2019Client Day 2019
10 year old kids buy their first car
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13Client Day 2019
Worldwide population has grown from 7.5 to 8.5B people
Client Day 2019
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14Client Day 2019Client Day 2019
First flying cars
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15Client Day 2019Client Day 2019
And so many more trends…
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16Client Day 2019Client Day 2019
That businesses need to adapt to…
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17Client Day 2019
Social Intelligence
2030
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18Client Day 2019
We expect Social Intelligence to continue trending
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19Client Day 2019
Data Formats
Analytics Privacy
Time Scope
Let’s slice and dice
into more buckets…
Client Day 2019
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20Client Day 2019
Data
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21Client Day 2019
Social Media
From Social
Data
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22Client Day 2019
Media Data
Social Media
Blogs/Forum
News
Broadcast
Web Analytics
Adding Media
Data
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23Client Day 2019
Media Data
Social
Feedback
Reviews
Search
Surveys
Social Media
Blogs/Forum
News
Broadcast
Web Analytics
Consumer Data
Adding Consumer Data
Data
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24Client Day 2019
Media Data
Social Media
Blogs/Forum
News
Broadcast
Web Analytics
Call Center
Surveys
Chat
Customer Data
Adding Customer Data
Data
Social
Feedback
Reviews
Search
Surveys
Consumer Data
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25Client Day 2019
One single source of truth of all your conversational channels
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26Client Day 2019
Format
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27Client Day 2019Client Day 2019
From text
Format
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28Client Day 2019
Adding images and videos
Format
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29Client Day 2019
Adding speech
Speech Analytics
Voice Searching
Format
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30Client Day 2019
One single source of truth of all your conversational channels in text, image, video and speech format
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31Client Day 2019
Analytics
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32Client Day 2019
From analyzing volumes
Analytics
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33Client Day 2019
To use cases with real business value – Product Launch
Analytics
A leading CPG was able to capitalize on a new market opportunity in North America and
create a new flavor for its cookie brand by analyzing consumer trends.
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34Client Day 2019
A major drinks company launched a campaign targeting millennials around their new messaging on sustainability and their support for eliminating the use of plastic straws
To use cases with real business value – Optimize campaigns based on
audience analysis
Millenials Topics of interest
Analytics
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35Client Day 2019
A structured approach to show business value
Analytics
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36Client Day 2019
To fully integrated and automated
Campaign
AutomationSales
Intelligence
Real-time
Research
Risk
Management
Content Recommendation
Customer
Service
Optimization
Analytics
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37Client Day 2019
Privacy
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38Client Day 2019
From everything is allowed
Privacy
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39Client Day 2019
To controlled and compliant environment
Privacy
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40Client Day 2019
To self-controlled personal data exchanges
Your Data
Exchange
Privacy
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41Client Day 2019
Time
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42Client Day 2019
From weeks
Time
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43Client Day 2019
To seconds
Time
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44Client Day 2019
To predictive
Time
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45Client Day 2019
Scope
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46Client Day 2019
From one department approach
One department manages their own use cases
Scope
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47Client Day 2019
To Hub-and Spoke approach
One cross-functional team supports business units with a centralized approach
Scope
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48Client Day 2019
To holistic approach
Various functional hubs with end-to-end solutions managed by central unit
Scope
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49Client Day 2019
Empowering digital transformation throughdata democratization
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50Client Day 2019
In a nutshell
Before Today Future
Social Media, Consumer Media, Consumer,
Customer
Text Text, Image, Video Text, Image, Video,
Speech
Volume driven Analytics Use Cases Integrated and
automated Use Cases
Everything is allowed Controlled environment Your personal data
exchange
Delayed Real-time Predictive
One department Hub and Spoke Holistic
Data
Formats
Analytics
Privacy
Time
Scope
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51Client Day 2019
2030
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52Client Day 2019
“We want to launch a new soft drink for
millennials in Luxembourg. What shall
the ingredients be?”
Let’s test the future….
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53Client Day 2019
Join the evolution
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54
talkwalker.com
Client Day 2019
Proving the value of social intelligence for the C-Suite
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55Client Day 2019
Panel discussion
Amos Mtaita
Senior Manager Digital Analytics
Adidas
Sandrine Martin
Loyalty Program and
analytics lead
Bacardi
Levi Távora Veiga
Director Data & Reporting
CURE
Stéphanie Laurent
Manager
Dentsu Consulting
Christoph Ramler
Head of Group
Stakeholder Insight
UniCredit
Cara Buscaglia
VP Solutions - Global
Talkwalker
Arnaud Steinkuhler
Head of Solutions - EU
Talkwalker
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56Client Day 2019
CEO’s being mindful of the knowledge gap
Source: PwC, 22nd Annual Global CEO Survey
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57Client Day 2019
Key Challenges That Emerged During Our Interviews
1. Inability to navigate the changing digital landscape
2. No single source of truth for measurement / multiple tools
3. Struggling to democratize data without having a team of data
analysts
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58Client Day 2019
Amos Mtaita
Senior Manager Digital Analytics
Adidas
Favorite KPI
Favorite Feature
Favorite Report
Data blending.
Panels.
Answer to “What should I know”.
In the context of speaking to the C-Suite
Reporting on campaigns has always been there, but how does
social enable the business to perform better?
Segment audiences and tell the global story
Especially when meeting new partners, new business opps.
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59Client Day 2019
Favorite KPI
Favorite Feature
Favorite Report
Engagement.
Custom score.
A benchmark with competitors.
In the context of speaking to the C-Suite
Stéphanie Laurent
Manager
Dentsu Consulting
Linked to what matters in your business.
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60Client Day 2019
Favorite KPI
Favorite Feature
Favorite Report
Unified measurement framework.
Sentiment analysis.
Cross-reading of data
In the context of speaking to the C-Suite
Where social brings the stories that explain trends & results
Christoph Ramler
Head of Group Stakeholder Insight
UniCredit
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61Client Day 2019
Favorite KPI
Favorite Feature
Favorite Report
Growing numbers.
Direct link to dashboard.
Data blending: mixing social +
company data
In the context of speaking to the C-Suite
(website traffic, paid campaigns, print media…).
Levi Távora Veiga
Director Data & Reporting
CURE
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62Client Day 2019
Favorite KPI
Favorite Feature
Favorite Report
Sentiment.
Owned vs Earned.
Best practices in terms of
engagement and sentiment.
In the context of speaking to the C-Suite
To indicate where and how to spend our money.
Sandrine Martin
Loyalty Program and analytics lead
Bacardi
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63Client Day 2019
Key takeaways to impress the C-Level
Proving the value of social intelligence
for the C-Suite
● Tie social to business related KPIs to assess impact
● Create a unified measurement framework with
custom scoring
● Setup benchmarks
● Utilize issue tracking to protect your brand
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Client Day 2019
CRISIS MANAGEMENT BEST PRACTICE
Pauline Draper-WattsExecutive Vice President and Senior Counsel Edelman Intelligence@EdelmanIntel@PDWatts
Be prepared for the unexpected
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Client Day 2019
ABOUT US
A Global Analytics + Research Consultancy
We are a boutique and global team, deeply interconnected
for agility and client-centricity. Comprised of 250 analysts,
consultants, data scientists, and storytellers, our skill sets and
expertise cut across every type of research and industry. We
are proud to be an independent organization as well as a
member of the Edelman family – the world’s largest
communications marketing firm.
Client Day 2019 5
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66Client Day 2019
CHANGING MEDIA LANDSCAPE
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Client Day 2019Client Day 2019
2019 EDELMANTRUST BAROMETERGlobal Report
67
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Client Day 2019
TRUST IN MEDIA RISES BUT REMAINS LEAST TRUSTED
Percent trust in media
47
26 27
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Mex
ico
Ho
ng
Ko
ng
Sin
gap
ore
The
Net
her
lan
ds
Can
ada
UA
E
Ind
ia
Ind
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Ch
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2019 Edelman Trust Barometer. TRU_INS. [MEDIA IN GENERAL] Below is a list of institutions. For each one, please indicate how much you trust that institution to do what is right using a nine-point scale where one means that you “do not trust them at all” and nine means that you “trust them a great deal.” 9-point scale; top 4 box, trust. General population, 26-market average.
Y-to-Y Change- +0
TrustNeutralDistrust
Distrusted in 16 markets
l llllllllllllllllllllllllll+3 -9 -3 +2 +3 +3 -8 +5 -1 +9 -2 +6 +2 +1 +2 0 +6 +5 +5 +11 +4 +1 +8 +4 +3 +2 +5
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TRADITIONAL MEDIA AND SEARCH ARE MOST TRUSTED
2019 Edelman Trust Barometer. COM_MCL. When looking for general news and information, how much would you trust each type of source for general news and information? Please use a nine-point scale where one means that you “do not trust it at all” and nine means that you “trust it a great deal.” 9-point scale; top 4 box, trust. Question asked of half of the sample. General population, 23-market average.
*From 2012-2015, “Online Search Engines” were included as a media type. In 2016, this was changed to “Search Engines.”**From 2012-2015, “Hybrid Media” was included as a media type. In 2016, this was changed to “Online-Only media.”
63
6062
5859
58
6365
48
45
4846
5452
56
5562
59
63 6364
65
61
65
45
42
45 46
45
4240
4342
41
44 44
47
44
41
49
2012 2013 2014 2015 2016 2017 2018 2019
Traditional media
Search engines*
Online-only media**
Owned media
Social media
69
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NEWS ENGAGEMENT
2019 Edelman Trust Barometer. The Trust Index is an average of a market's trust in the institutions of government, business, media and NGOs. S15. What is your current age? S6. Are you male or female? S7. What is the last grade in school you completed? S8. Thinking about your annual household income in 2017, which of the following categories best describes your total household income that year? General population, 27-market average, by the News Engagement Scale. For details on how the News Engagement Scale was built, please refer to the Technical Appendix.
TRUST INDEX AGE GENDER EDUCATION INCOME
T HE DI SENGAGEDConsume news less than weekly
CONSUMERSConsume news about weekly or more
AMPLIF IERSConsume news about weekly or more AND share or post content several times a month or more
31
37
32
55+
35-54
18-34
37
34
29
55+
35-54
18-34
23
40
37
55+
35-54
18-34
43
57
Male
Female
49
51
Male
Female
51
49
Male
Female
37
62
College+
Less than
college
47
53
College+
Less than
college
55
45
College+
Less than
college
19
48
32
High
Middle
Low
26
51
23
High
Middle
Low
30
47
23
High
Middle
Low
36TRUST INDEX
47TRUST INDEX
55TRUST INDEX
TrustNeutralDistrust
70
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THE CRISISJOURNEY
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72Client Day 2019
WHAT IS A CRISIS
A time of intense difficulty or danger.
‘the current economic crisis’‘the monarchy was in crisis’
A time when a difficult or important decision
must be made.
‘the situation has reached crisis point’
The turning point of a
disease when an important
change takes place,
indicating either recovery
or death.
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A CRISIS JOURNEY
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CONSIDERATIONS WHEN MONITORING
MAGNITUDE OF THE CRISIS
LANGUAGES AND GEOGRAPHY
MEDIA PLATFORMSHOW THE ISSUE WILL
PRESENT ITSELF IN MEDIARED-FLAG / SWEEP
MONITORING
FREQUENCY ANDTIMING OF REPORTS
DURATION OF REPORTING VOLUME OF COVERAGE
ANALYSIS EXPECTATIONS RESEARCH REQUIREMENTS
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NIKE
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CARNIVAL CORPORATION
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IKEA
England fans invaded a London IKEA after World Cup win against Sweden
IKEA
77
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Client Day 2019 78Client Day 2019
CROCKPOT
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79Client Day 2019
KEY TO SUCCESS:TEAMWORK
Each crisis will present different
challenges and will take unexpected
twists and turns – with major crises, you
cannot do it all yourself. You must
remain nimble, agile and organized.
PREPARATIONRAPID RESPONSE
CLEARCOMMUNICATION
CONTANTFEEDBACK LOOP
FLEXIBILITY
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Identify the Next Big Trend on Socialby Daniel Fontana
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81Client Day 2019
03
02
01
Find out the insights with QuickSearch
Let’s find insights together!
How do you get trends now?
Let’s feel the summer with ice cream!
Your turn!
Agenda
Let’s discuss!
04Key Takeaways
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82Client Day 2019
Let’s feel the summer with ice cream!
Want to be disruptive?
Get the global trends.
Which flavours are popular?
Global Trends Focus on Italy Key Takeaways?
Popular flavours in Italy
Who is the target consumer?
Where might be the best place
to start?
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83Client Day 2019
Key Takeaways
Get insights at a global scale – right now
Filter the data to focus on your business objectives
Spend less time and money to understand market insights
Take a step to increase your social maturity
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Product Roadmap
Pierre DetryVP Product Management
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Our Mission
We provide organizations across teams with an integrated intelligence platform
to protect, measure and promote their brands
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86Client Day 2019
4 Areas of Focus
Insights at your fingertips
IntegratedTeam Collaboration
One Single Source of Truth
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No
Focus80%of company data is untouched on collecting data instead of using it
real time
Company data, today…
Data often left in silos
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Media Data
ReviewsPolls
SearchFocus Groups
Social MediaBlogsNews
Broadcast
Call CenterEmail
SurveysChat
Consumer DataClient Data
A Single Source Of Truth
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90Client Day 2019
Customer Data+
Combine real-time media, customer and market data to leverage Customer Data+
across your entire organization
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93Client Day 2019
Customer Data+
Open Platform
Advanced Analytics
Enrich Imported Data
Customer Experience
Key Features
Internal Consistency
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Customer Data+Key Benefits
Data-driven decision making for a more
customer-centric approach to your marketing
and communications
Customer Centric &Data Driven
Know what your customers are saying right
now
Real Time
Complete picture of your customer’s
experience with your brands across all data
sources.
Comprehensive
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Even More Data Integrations!
Sina Weibo
100+ Review Sites
Disqus
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How to get insights from your data?
Work very well to slice and dice know environments
Able to handle the unknown, and discover new topics
Work very well to slice and dice know environments
CustomBooleansAI Engine
Smart
✓Lack flexibility and ability to handle the unknown
✓
✓
Limited to the pre-defined perimeter
Lack context and proximity of different conversations, different stories can use similar keywords
Handle better the unknown to the user
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Conversation Clusters
The fastest way to deep insightsthrough automated data
segmentation
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• Quickly extract the main clusters and associated keywords
• Work your cluster:• Rename clusters• Remove clusters• Group clusters
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• Analyze theme clouds / Smart Themes of specific clusters
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• Glance at top stories
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• Glance at top influencers for specific clusters
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Conversation ClustersKey Benefits
Clear and organized view on your environment
Control
The machine is doing the work for you
Efficiency
Simplified identification of subjects that
require attention
Reactivity
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Sentiment Analysis
32 92languages
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104Client Day 2019
Release 2019-Q4
Oct 30th
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105Client Day 2019
Are you ready for