Controlling your brand narrative in the real world

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Presented by

Vincent Yates, Credera | Ryan Gross, Credera | Vitor Freitas, AWS

About this talk

Despite today's deluge of data, many organisations still rely on hope as a strategy to respond to the changeing world. We believe you should not watch your stock price plummet after a high-profile incident and instead choose responding to media impact in real time with recommendations based on actionable insight. Choose action, not hope. Everyone has access to data or dashboards; what they really need is insights, actions, and strategy. The technology exists, and we want to show you how to use it in your organisation. Key Takeaways: 1. Playing a new game - Most companies aren’t equipped to deal with the rapidly changing landscape of social media. Newer social media platforms like TikTok can appear quickly and benefit brands who are able to understand how new mediums, new players, and new audiences affect thier business, while other brands are left behind. 2. Real-time insights are essential - Social media interactions can shift your brand perception overnight (think Coca-Cola and Ronaldo). These shifts can take weeks to manifest themselves in sales figures or other internal metrics, when the time to act has already passed. Real-time alerts on data trends with a prediction on how they might affect sales targets is what is needed. 3. Data isn’t a challenge - We are parched for insights despite drowning in data. We don’t need more data or dashboards, but insights and action. Credera’s STEAM-RT engine enables us to dive into the high volumes of data and extract valuable insights. Consuming and analyzing data at this scale requires the scale of the AWS data plaform to ingest social media firehose data, leverage NLP to extract advanced features, detect trends, and infer business impacts to deliver the insights required 4. We are better together - If we let computers do what they’re designed to do and let marketers do what they’re good at, the organisation gains the exponential benefit of both the right tools and the right people.
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