In this session, you will gain insights for new ways to build profiles based on customers’ needs, indicated by the topics that are important to them and the sentiment they apply to those topics. In addition, you will gain an understanding of the strategies needed to take advantage of this enhanced consumer insight.

We will explore the benefits of “going to where your customers are,” including how enabling social and mobile direct communications with your customers can improve your digital marketing. You will also gain ideas for harnessing data to create a social media communications plan based on the knowledge of where your customers’ converse and what issues are important to them.

Key Takeaways: