Converseon will be at this week’s 4th annual MediaPost Marketing Automotive Conference, that’s part of the NY International Auto Show at the Javits Center. This conference is focused around how the Auto industry is moving away from traditional marketing such as TV and print to digital marketing “everything” in light of 2 years of declining sales, as well as reports that over 7 million Americans are now 3 months or more behind on their auto payments.
One of the areas that these marketers are heavily investing in, looking to gain efficiencies and manage costs, is AI. We believe that AI Platforms, such as Conversus, our Machine Learning AI software-as-a-service platform (MLSaaS) will drive efficiency by giving these marketers research-grade data that will allow them to spend their money in the most efficient way.
We also believe that marketers need to focus on measuring brand health attributes, such as trust, as part of their social listening program.
At the event, Converseon will be debuting our Social Trust Index (SoTI) for the Automotive category. The SoTI is the first platform designed to capture and analyze the expressed trust and distrust towards brands in social media.
The index is built on advanced machine learning analysis of human conversation in public social data and provides the most accurate, meaningful and actionable analysis available. It provides detailed and accurate measurement of expressed brand trust and distrust using advanced machine learning and sophisticated classification of this data even when specific keywords are not present (for example, few people say “I trust x brand; instead they say, “I use the product with my baby because my baby sleeps better.” SoTI captures this nuanced conversation even at the most granular “target” or aspect level. Trust can differ significantly from general sentiment analysis. And trust matters. Numerous studies have shown that high trusted brands significantly outperform low trusted brands. And one study (Edelman Trust Barometer) showed 50 per cent.
And trust matters. Numerous studies have shown that high trusted brands significantly outperform low trusted brands. And one study (Edelman Trust Barometer) showed 50 percent of respondents have lost trust in businesses because of their lack of contributions to “society’s greater good,” and 62 percent of earned-brand respondents said they will not buy from a brand that fails to meet its societal obligations.
Through the SoTI you will learn:
- Your specific trust/distrust score using advanced machine learning language analysis and modeling
- How the score is changing over time.
- Comparison to your industry and competitors
- Root cause driver analysis, including corporate social responsibility, customer experiences, product reliability, values engagement and brand purpose are helping or hurting your score.
- Key areas of risk and opportunity for your brand trust efforts
Right now, SoTI data is being utilized by a range of leading brands including IBM and Walmart. Come see us on Wednesday, April 17th at the Javits Center, Table #2, to see how you can see your brand’s SoTI ranking.