Deep AI For Post-COVID Brand Genomics: A Case Study

By Eric Holdener & Yves Bergquist | Read the full case study here:https://bit.ly/30AaF35

Whoever said on Twitter “I no longer want to live in interesting times” probably captured the mindset of all brand marketers right now.

There’s still a lot of uncertainty about what the post-COVID reality will look like. But what is clear is that consumers with tightening budgets and shifting mindsets will present a substantial challenge to consumer-facing companies, simply because they will naturally gravitate towards brands and products that profoundly meet their needs, values, and emotional states. 

Scared, frustrated, weakened, and even seriously broken audiences will likely accelerate their quest for meaning and keep turning away from the same old “look at me” marketing strategy.

So yes, everybody is online and will remain for a while, and there are major opportunities to connect more deeply with audiences and tell bold and compelling stories. But brands need to strike a deep relationship with consumers, on a level and at a scale never before seen. And the terms of this new connection still remain muddy.  Doing so requires a profound shift in audience insights. 

We will need deeper, contextual intelligence on consumers, segment by segment. The kind that can surface their deepest needs, emotions, values, as well as the narratives they tell themselves (and others) around specific products and brands. 

The world is behaving more and more like a complex adaptive system and both markets and consumer expectations are changing more rapidly than ever. 

We need not only real-time insights but the ability to “rapid prototype” and A/B test both messaging and content.

For the past few years, Corto has quietly been working to leverage these next-gen tools, along with its own intellectual property, to try to take digital consumer insights to the next level. The startup partnered with Kinestry to develop a joint technological innovation offering to respond to this demand. 

And we recently had the opportunity to leverage this AI stack as part of a proof of concept with a major apparel brand. We looked at 4 aspects:

• Who are you to your consumers?
• What emotions are your brands triggering, and why?
• What topics and emotions generate the best performance for your content online before and during the COVID?
• How does your identity fit the “Zeitgeist?”

The results were striking. These types of insights carry deep value, especially when the pandemic is creating an even greater need for brands to authentically align their identity, their purpose, and their message, to those of their consumers. Now more than ever, marketers need to engage in a deep dialogue with audiences, and to surface insights at that level, they need deeper insights and new tools, leveraging Artificial Intelligence.

We invite you to read the business case on the link below

https://bit.ly/30AaF35