Decision-Oriented Analysis of Social Media Posts Using AI is the Focus of TMRE Session Presented by Northern Light CEO
Summary
BOSTON, MA, July 1, 2020 – Northern Light® CEO C. David Seuss presented a virtual session at The Market Research Event (TMRE) Digital Week on June 24, about the value of new, AI-driven tools for “decision-oriented analysis” of social media posts to help set and refine an organization’s product marketing strategy. Among the important questions such analysis can provide answers to include: “Assessing simple co-occurrence of Twitter hashtags is insufficient, and often downright misleading, for marketers of complex products,” Seuss asserted in his presentation. “Understanding the context of the social media conversation is vital to derive a truly meaningful analysis of hashtag and keyword overlaps.” Seuss explained that using AI and machine learning techniques to measure the semantic similarity of hashtags leads to far more accurate analysis that gets at the importance, from a business perspective, of seemingly related terms. Northern Light has been providing knowledge management platforms for competitive intelligence and market research insights to global enterprises since 1996. Northern Light’s current clients include Fortune 1000 leaders across multiple industries such as information technology, pharmaceuticals, telecommunications, and life sciences.
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