Presentation from the 2014 Sentiment Analysis Innovation Summit

2. how we
think
about our
customers
Data has
revolutionized

3. Our algorithms help turn
into order.

4. And find signals
amidst the noise.

5. What happens when the data trail goes cold?

6. Data has
revolutionized
how we think
about our
customers
and

7. This leaves us thinking with half a brain
…and half isn’t always good.

8. How do
we get
inside?

11. Data gives us a snapshot in time

12. But our customers’ lives aren’t static

13. Each of their lives is a personal story
that we can learn from

14. Ethnography puts a decision maker
into a customer’s shoes
Even if they don’t fit.

16. It will open new markets
and opportunities

19. It will change the way you think about segmentation

20. Too many
candidates,
not enough
good fits

24. Most importantly,
it will build organizational empathy

25. It’s hard to care
about a customer
you don’t know

26. “If the story is not about the hearer,
he will not listen.”
- John Steinbeck, East of Eden