Post by account_disabled on Dec 26, 2023 19:37:18 GMT -8
Marketing and market analysis are no longer based only on studying supply and demand, trends and products with potential, but on exploring the desires, concerns and feelings of consumers. Precisely, the consulting firm Markets&Markets has carried out an analysis according to which it is estimated that next year the market for technological solutions that offer analysis of emotions will reach 4.6 billion dollars. This boom is explained by the growing interest of companies in identifying the key elements that allow them to improve the user experience and brand loyalty. Some of the examples that Denodo points out to emphasize the usefulness of this discipline are: Retail: Recently, e-commerce company eBay launched a physical Pop-Up Store . To analyze the reception of this novelty by customers, cameras and biometric technologies were used that collected facial expressions to determine reactions to each type of product.
Airlines: The EasyJet company used the analysis of emotions to carry out a study on user satisfaction on the occasion of its 20th anniversary. Later, it used that same technology in a mailing campaign in which Phone Number List each customer received a personalized narration of their story with the airline, which allowed it to increase openings by 100% in relation to its previous mailing campaigns. Insurers: The company Humana , dedicated to health insurance services, uses an emotion analysis solution through voice to help its call centers improve their customer service. According to Denodo, “They managed to improve the treatment and responses their agents obtained and increase the scores in their Net Promoter Score.” One of the problems of this type of analysis is the difficulty of processing and interpreting them together .
This is due to the heterogeneity in the nature of each type of collection: voice, biometric cameras, wearables, IoT, which necessarily implies different and non-comparable treatment. Furthermore, since these are data that in many cases are of a personal nature (easy images or voice records), the regulatory issue on data protection such as the GDPR comes into play. José Andrés García, head of Denodo for Iberia and Latin America, explains: “ Emotion analytics has increasing uses and application cases because organizations know how important it can be to anticipate behavior or provide a better response to their customers to achieve your loyalty and thus boost your sales. But this technology also has challenges (…). Fortunately, Data Virtualization can be your great ally. It happens that this technology is capable of integrating all the data distributed between heterogeneous systems such as those mentioned through a logical layer. Thus, they can be managed in a unified and centralized manner and delivered at all times in real time and in compliance with regulations.”
Airlines: The EasyJet company used the analysis of emotions to carry out a study on user satisfaction on the occasion of its 20th anniversary. Later, it used that same technology in a mailing campaign in which Phone Number List each customer received a personalized narration of their story with the airline, which allowed it to increase openings by 100% in relation to its previous mailing campaigns. Insurers: The company Humana , dedicated to health insurance services, uses an emotion analysis solution through voice to help its call centers improve their customer service. According to Denodo, “They managed to improve the treatment and responses their agents obtained and increase the scores in their Net Promoter Score.” One of the problems of this type of analysis is the difficulty of processing and interpreting them together .
This is due to the heterogeneity in the nature of each type of collection: voice, biometric cameras, wearables, IoT, which necessarily implies different and non-comparable treatment. Furthermore, since these are data that in many cases are of a personal nature (easy images or voice records), the regulatory issue on data protection such as the GDPR comes into play. José Andrés García, head of Denodo for Iberia and Latin America, explains: “ Emotion analytics has increasing uses and application cases because organizations know how important it can be to anticipate behavior or provide a better response to their customers to achieve your loyalty and thus boost your sales. But this technology also has challenges (…). Fortunately, Data Virtualization can be your great ally. It happens that this technology is capable of integrating all the data distributed between heterogeneous systems such as those mentioned through a logical layer. Thus, they can be managed in a unified and centralized manner and delivered at all times in real time and in compliance with regulations.”