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“audience.ai” uses conversational analysis to understand our emotions, our needs, and our intent. As we use this to build predictive data segments for our Clients, we often research interesting topics. This series shares some of those findings with you.
 
 
In this episode, we look at the analysis from people talking about moving home.

Home Movers + Renting

Apartment hunting was one of the most prominent topics in conversations about renting. Moreover, some users expressed how difficult it is to find a good realtor, or posted about awkward and bizarre moments of dealing with realtors.

:: Roommates
Many users who talked about renting mentioned their roommates, specifically joys and challenges of living with a roommate.


:: Paying Rent
Many users talked about the cost of living and paying rent. For college-age users, paying rent was associated with the “coming of age” theme. Many complained about high rent.

“can’t believe i have to start paying rent next year. this is the true broke life”

:: New Home
Some users talked about the joy of finally finding the right apartment and talked about celebrating this event, while others felt anxiety about their new apartments and were mentioning that they did not feel “at home” there.

“First night at my new apartment and my feelings are all over the place… I’m kinda sad :(“


“Just spent my first night in my new apartment. Wow I’m so at peace”




:: Spend Smartly
Many conversations about renovations were focused on looking for ways to smartly spend, such as best credit cards for home renovation, deals, best ways to calculate home renovation cost.

“@hgtv House Hunters say a vanity is $1200… Pretty sure most are under $1000 at Home Depot or Lowe’s unless they go custom which is outrageous.”


“15 Ways to Save Money on a Home Renovation — https://buff.ly/2lPrKJ8#budget #DIY

:: Looking for Inspiration
Other users posted about home improvement TV shows, renovation design ideas, DIY tips, YouTube videos, design ideas.

“Are you looking to redo your kitchen on a budget? Here are some great ideas to get you started. Patty Teachman RE/MAX Elite http://SearchingBrevardRealEstate.com http://www.trendir.com/update-your-kitchen-on-a-tight-budget/ …


“Spray foam insulation nightmare: What can happen if it’s not installed c… https://youtu.be/0Hh5MYv7lWc via @YouTube

:: Enjoyment of the Renovation Process

“Harbor Freight is like a grown dudes toy store haha. Have a great Sunday sir!”

:: Frustration with the Renovation Process

“When I realized my home improvement projects were stuck together by swear words just as much they were nails, screws, and glue.”

:: Finding the Right Contractors and Materials
Consumers looking for the right home improvement contractors and suppliers, customer service, comparing and contrasting brands, posting about product buying advice.


Home Movers + Empty Nesters

It’s interesting to note that 60% of conversations about being an empty nester in the data sample came from females.

:: New Purpose
Many empty nesters were looking for a purpose other than being a parent. This prompted some to engage in conversations about politics, faith, psychology, and relationships, as well as causes, such as children’s causes, among others. Many felt a desire to mentor and contribute to others.

“I have college age children. Its hard enough trying to keep children, who can now make adult decisions, happy, healthy and frankly from self-destructive behavior. Without the entire country criticising and scrutinizing every move.”

:: Love and Relationships
Love and relationships were frequently discussed.

“And as an Empty Nester..about to turn 50…Hubby and I have been together..32 yrs…and Yupp..I am modest..but will say..the passion doesn’t stop…We Love.. and Argue…with Passion…you betcha!”

Many empty nesters posted about missing their children.

“Since I became an empty nester, I stopped cooking meals from scratch. Food is sustenance for me, but preparing food is an act of love for those I care about.”


“Just realizing that in 24 hours the girl will be in flight, on her way back to school. And that we won’t see her for another 4 (!) months. I’m happy to have had her home for 3 weeks, but I’m so sad to see her leave…again. I love being an empty nester but these goodbyes suck!”

Others posted about enjoying being empty nesters.


“Today, I officially became an empty nester. My soon to be 20 year old son just moved into his own apartment! 🥳 Why don’t we have #EmptyNest parties like we have #Babyshowers? I want that to be a thing!”

:: Downsizing
Downsizing was not discussed as frequently as other topics (which might be attributed to the topic being too personal to discuss on social media). The identified posts about downsizing revolved around planning, often even a few years before children leave, or the need to downsize and sadness to leave all the memories behind. Some users mentioned being brand new empty nesters adjusting to the new realities.

“Brand new empty nester here. I have a senior and fresh,an in college but they both work and school summers. House is big and quiet. I’m on my husband to sell and downsize.”

“I used to have a 3 bedroom 2,100 sq ft house on half an acre, and it owned me more than I owned it. Now I live in a 2 bedroom 1,000 sq ft apartment and it feels good. I’ll be an empty nester in three years, so I intend to move far from here, and downsize again. Maybe radically.”

“Yes it’s actually done. Just waiting on inspections now. I should be back the 1st of the year. Then, I’ll have a bunch of estate stuff to sell / clear & going to list & sell the place. Shouldn’t be hard w/80% renovated. heh. I’m an empty nester so downsizing to condo life. ;)”



Home Movers + HELOCs (Home Equity Line Of Credit)

:: Seeking and Sharing Knowledge, Looking for Help
There exists general confusion about what HELOCs are and how to use them. Many users wanted to know more or wanted to share knowledge about HELOC, such as YouTube videos and articles explaining what it is.

“Home equity line of credit #HELOC research findings. Looks like we need to know more about this financial option #realestate #financialplanning

“I added a video to a @YouTube playlist http://youtu.be/KquS98k1sjc?a A Home Equity Line of Credit (HELOC) Explained by RMLEFCU”

Some users reached out for help or complained about Customer Service online.

“I can’t seem to set a date, other than today’s date, to schedule a transfer of funds from my HELOC to my checking account. Am I missing something? I hate to have to remember to do something that technology could be scheduled to do for me.”

Some users that benefited from HELOC posted their reviews and comments.

“Thank you! And I didn’t. I’m gonna take my time to finance the projects I want. I think I’ll be able to do one out of pocket, get another appraisal and get a HELOC to do the rest. I got a killer deal.”


“Beyond excited about my heloc!”

Some finance expert engaged in the HELOCs conversation, giving advice.

“I had a harebrained idea to swap your mortgage for a HELOC and then use it as your primary checking account so each paycheck gets optimum rate of return.”

audience.ai analyzes conversation just like this to develop data segments and leads for our Clients. Within the Home Movers category, we have segments of ‘predictive home movers’, ‘soon to be empty nesters’, ‘needing renovation work’, and ‘first home’.
 
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How The Flexibility Of Conversational Audiences Can Help You Win March Madness.

 

With tens of millions of people glued to TVs, computers, and smartphones during the NCAA Men’s Basketball Tournament, advertisers are all fighting for their digital attention. At audience.ai we approach things a little bit differently than most to create the optimal digital targeting audiences to reach those (still) passionate eyes.

 

March Madness is in full swing. We are approaching the Sweet 16 and of the original 68 teams, only a portion remains. Brackets have been busted, people have lost interest, some are even on spring break and a more than a little pre-occupied.

 

At this point in the tournament, what are your options? You can leverage activity-based audiences built on people who navigated an NCAA website or app sometime in the last few months. Or even behavioral based segments of people who watched a basketball game in the past year. The problem with this is that by defining targets based on things that happened a long time ago there is a good chance you’re firing ads to people who no longer care about the tournament.

 

Cue audience.ai’s Conversational Audience approach and a Sweet 16 audience of over 10 million people that remain engaged. How do we know they are still engaged? They are still talking about it online. They are posting on social media celebrating their teams’ victories. They are cheering for their conferences to come out on top. Or even discussing who they need to advance in their brackets so they can earn those ever-important bragging rights.

 

We decided to create Conversational Audiences for three main reasons:

  1. If you’re targeting online, why not create audiences of people very engaged online?
  2. To connect advertisers to people who express interest in the content they’re creating
  3. To be smarter and safer with the millions of dollars being poured into ad targeting

 

Our audience evolves at each major tournament milestone to include fans of teams that remain in the field, people still passionate about their brackets or NCAA basketball fans that are still excited about the games.  

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audience.ai is a great addition to the marketplace. Uniquely their data is built using Conversational Analysis — what we say online is translated into insights about who we are, what we want and what our intent is. At Summit, audience.ai will be officially launching their predictive data segments into AAM as part of the new partnership.

Conversational analysis has helped audience.ai answer some big questions for brands over the last 12 years. For Samsung, it was how people feel about emerging trends of technology, for Coti it was what shape the mascara brushes should be, for a bank it was how would their customers feel about a product built on blockchain.

Taking this same capability allows audience.ai to build data segments for online targeting, as well as offer as leads for offline too.

Predicting Home Events:

The data lends itself particularly well to behaviors around the home — buying a home, renting a home, moving state to state, in need of major renovations, becoming an empty nester, first home after college etc.

“When we have a major life change such as moving to a new house we tend to go online and ask for help in all sorts of places. A few months out we might be interested in what the crime rate is like in a certain area, or how house prices have been changing. As we get closer we have more specific asks such as transportation routes, all the way up to booking moving companies and getting cable installed,” says Paul McIntyre, GM audience.ai.


Brands today have to buy data that says who has moved in the last 30–90 days, and they are all competing for the exact same audience. When a brand uses this predictive data, they can reach their target audience 30–90 days IN ADVANCE, getting ahead of their competition.


audience.ai will have a team at Summit this year. To set up an overview conversation, contact Lauren on 312.985.9700, or email lauren.kelley@networkedinsights.com.

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It’s official, one of the top 5 emotions expressed online about the game was boredom, not just for the game, but for the ads too. Only a SpongeBob meme saved the day… sort of.

This year’s Super Bowl sparked over 5.5 million social media posts, and by using a data science technique known as ‘conversational analysis’, we can see that ‘boredom’ was officially a top emotion felt by the viewers.

“73% of emotions were positive. The top emotions were: Success, Desire, Happiness, Boredom, Love. These conversations were held mostly (68%) by males.” — Mitchell Grunin @ Networked Insights / audience.ai


When we dive into the data, boredom was the predominant sentiment felt in 495,000 social posts on Sunday, relating largely to the low-scoring game and the two teams that were playing. In previous years the game is only one factor in the Super Bowl experience though, with the half time show and the commercials playing a big role in the general mood. However, even though brands managed to trigger 470,000 posts of their own this year, the data shows the audience was let down on that one too.


This year, the commercials just didn’t have the same sort of impact that they usually do. Sure, each year there are winners and losers, and everyone has their own feelings about what was good and what was bad, but this year, well, it was much more of a damp squib feeling across the board.


In search of some positive news, Budweiser’s “Bud Knight” ad campaign came to a dramatic finish and brought in elements from the hit show “Game of Thrones”, triggering a decent response from the audience.


And Disney got a huge boost in publicity after the Patriots Victory, when Tom Brady and Julian Edelman proclaimed, “We’re going to Disney World!” (they were actually seen at Disney world today.)


But, it was a unique campaign run by Redditors and social media users that was shining light.


On November 28th, 2018, Stephen Hillenburg, creator of SpongeBob SquarePants, passed away. This prompted a petition to play “Sweet Victory” (a song played by the titular character during the ‘Bubble Bowl’) during the half-time show. This petition rapidly circulated across the internet and eventually got over 1.2 million signatures.


During Maroon 5’s half-time show, a scene from the SpongeBob episode came on screen — and the “Sweet Victory” song began to play — only for it to be cut off by the introduction of Travis Scott’s “Sicko Mode.”


It could be argued that the movement had its moment of success and that any nod to their request during the most expensive airtime ever was a success, but the data reveals that the internet was not happy.

“On Twitter alone, there were 380K posts (38% highly negative) calling out the NFL for teasing and ultimately deceiving its fans.” — Mitchell Grunin @ Networked Insights / audience.ai

 

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Good for Gillette. It doesn’t really matter if you love or hate the message, taking a stand and putting your brand equity on the line is a hard, risky decision, yet Gillette did it.

In recent examples, Nike of course just did very well from the same approach, as did Patagonia (“The President Stole Your Land”), AirBnB (#WeAccept) and Heineken (“World’s Apart”). Perhaps this is the time we will remember that brands really started standing for something?

But wow Gillette, this one really has people fired up! We did an analysis of the emotions and feelings being expressed online and came up with some interesting insights, built from what proved to be a 15,000% increase in conversations around their brand!

In the 90 days prior to the campaign, the top emotions were:

  • Love: 21%
  • Desire: 13%
  • Success: 13%
  • Excitement: 11%
  • Happiness: 10%


After the campaign:

  • Desire: 18%
  • Offense: 10%
  • Love: 7%
  • Anger: 7%
  • Fear: 6%


(If you’re not familiar with how we generate data, have a quick read of “Why We Must All Have a LOVE / HATE Relationship With Targeting Data: https://link.medium.com/CHRxkWJ2wT)


I’m not particularly surprised by ‘offense’. Everyone takes offense about everything online right now, but such a spike in ‘fear’ is perhaps the best supporting evidence that Gillette was right to highlight this particular cause in the first place.

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October was a massive month for video game sales with three of the biggest titles of 2018 dropped over the course of a few weeks. With Bethesda’s Fallout 76 launching in mid-November can we expect another weekend blockbuster and maybe even another record setting sales figure? Let’s see what the data says.

 

For context we should look back at 2018 to this point. Early in the year Ubisoft’s Far Cry 5 (released in March) was touted as having the biggest opening weekend of the year at around $310 million dollars in retail sales until another of Ubisoft’s hit series, Assassin’s Creed Odyssey, reported record breaking weekend sales in early October. Ubisoft hasn’t published sales figures for this title, so we will have to assume the dollar amount exceeds $310 million.

 

We don’t have to assume when we are talking about the next blockbuster game of October, Call of Duty: Black Ops 4. Activision reports that they pulled in over $500 million during its three-day launch weekend.

 

While that sounds like a ridiculous figure to beat, Rockstar Games did that just two weeks later with Red Dead Redemption 2. The smash hit of 2018 (so far) pulled in over $725 million during its launch weekend. That is a massive number and falls just behind Rockstar’s own Grand Theft Auto V ($800M) and Bethesda’s Fallout 4 ($750M) which earned their record numbers in their first 24 hours following launch.

 

In order for publishers to make that kind of money, video games must be crossing the line between cult fandom towards mainstream popularity, similarly to what we’ve seen with feature films. At Networked Insights, we have been using social conversation to predict box office success for years, but now we are turning to consumers to see what we can expect in the video game world.

 

If we look at the conversation volume of the three games above that launched in October, we see a total of over a million consumer conversations in the thirty days prior to their respective launches. The share of volume of those three looks like this:

 

Assassin’s Creed Odyssey: 19%

Call of Duty: Black Ops 4: 35%

Red Dead Redemption 2: 46%

 

When we took a look at their record weekend sales figures and calculate a similar share of volume, we see the following:

 

Assassin’s Creed Odyssey: 21%

Call of Duty: Black Ops 4: 32%

Red Dead Redemption 2: 47%

 

The similarity in their ratios can be very telling and is comparable to what we’ve learned from the world of film. Consumer conversation prior to launch can be a useful indicator of potential sales success and an excellent way to benchmark the progress of a campaign.

 

Now let’s look at what we can expect with Fallout 76 launching on November 14th. In the 30 days leading up to its launch this particular title has 63% more conversation volume than Red Dead Redemption 2.



63% more than $725 million would certainly be a record-breaking figure. Now, we can’t be sure that these figures will translate to a billion-plus dollar weekend but it’s a strong indicator of consumer interest and consumer interest often equals consumer dollars.

 

Fallout does have to contend with a Wednesday release date compared to the above titles which launched on a Friday, but it is interesting to note that the $750 million dollar 24-hour launch of Fallout 4 happened on a Tuesday.

 

As video games start to surpass all other entertainment titles as the most valuable of all time, it will be interesting to see if consumer interest has more room to grow.

 

 

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Love, happiness, and desire might feel like natural emotions to associate with candy, but what about ‘success’, ‘remorse’, ‘amusement’ and ‘relief’? Using powerful AI to interpret what we say online, Networked Insights has spent the last decade perfecting its picture of how language translates to emotions, and how those strong emotions translate to actions, in this case, candy consumption!


By factoring in the volume and intensity of 38 emotions, we ranked how the nation really feels, state by state. And, well, as we might expect, emotions always reveal some very real curveballs!


Illinois is the most representative of the nation’s overall feelings ranking Snickers in the top spot, followed by Skittles and then Sour Patch Kids.


But Utah gets the warm and fuzzies for Ghirardelli, Minnesota just can’t show enough how much it loves Sweet Tarts, Montana is all about the Grandparent’s favorite, Werther’s Original, and Arkansas must be watching its figure with its passion for…. 5 Gum!


What does your state love? Check our complete ranking….


Alabama — 
(1st) Reese’s (2nd) Twix (3rd) Kit Kat

Alaska — (1st) Snickers (2nd) Sour Patch Kids (3rd) Twix

Arizona — (1st) Skittles (2nd) Sour Patch Kids (3rd) Big Red

Arkansas — (1st) Twizzlers (2nd) Skittles (3rd) 5 Gum

California — (1st) Air Heads (2nd) Twizzlers (3rd) Sour Patch Kids

Colorado — (1st) Skittles (2nd) Snickers (3rd) Twix

Connecticut — (1st) Almond Joy (2nd) Twizzlers (3rd) Smarties

Delaware — (1st) Reese’s (2nd) Twizzlers (3rd) Snickers

Florida — (1st) Twix (2nd) Skittles (3rd) Jolly Rancher

Georgia —(1st) Skittles (2nd) Twix (3rd) Twizzlers

Hawaii — (1st) Kit Kat (2nd) Sour Patch Kids (3rd) Big Red

Idaho — (1st) Butterfinger (2nd) Hershey’s (3rd) Red Vines

Illinois — (1st) Snickers (2nd) Skittles (3rd) Sour Patch Kids

Indiana — (1st) Reese’s (2nd) Hershey’s (3rd) Twix

Iowa — (1st) Baby Ruth (2nd) Kit Kat (3rd) Snickers

Kansas —(1st) Jolly Rancher (2nd) Sour Patch Kids (3rd) Skittles

Kentucky — (1st) Swedish Fish (2nd) Skittles (3rd) Sour Patch Kids

Louisiana — (1st) Airheads (2nd) Skittles (3rd) Smarties

Maine — (1st) Red Vines (2nd) Starburst (3rd) Twizzlers

Maryland — (1st) Reese’s (2nd) Swedish Fish (3rd) Skittles

Massachusetts — (1st) Hershey’s (2nd) Reese’s (3rd) Snickers

Michigan — (1st) Starburst (2nd) Skittles (3rd) Twizzlers

Minnesota —(1st) Tarts (2nd) Tootsie Pops (3rd) Starburst

Mississippi — (1st) Snickers (2nd) Skittles (3rd) Starburst

Missouri — (1st ) Hershey’s (2nd) Twix (3rd) Reese’s

Montana —(1st ) Kit Kat (2nd) Werther’s Original (3rd) Jolly Rancher

Nebraska — (1st) Hershey’s (2nd) Reese’s (3rd) Snickers

Nevada — (1st) Skittles (2nd) Jolly Ranchers (3rd) Smarties

New Hampshire — (1st) Butterfinger (2nd) Snickers (3rd) Milky Way

New Jersey — (1st) Snickers (2nd) Hershey’s (3rd) Reese’s

New Mexico — (1st) Snickers (2nd) Twix (3rd) Kit Kat

New York — (1st) Sour Patch Kids (2nd) Snickers (3rd) Skittles

North Carolina — (1st) M&Ms (2nd) Snickers (3rd) Reese’s

North Dakota — (1st) Skittles (2nd) Starburst (3rd) M&Ms

Ohio — (1st) Airheads (2nd) Skittles (3rd) Smarties

Oklahoma — (1st) Skittles (2nd) Twix (3rd) Kit Kat

Oregon — (1st) M&Ms (2nd) Reese’s (3rd) Snickers

Pennsylvania — (1st) Twizzlers (2nd) Kit Kat (3rd) Jolly Rancher

Rhode Island — (1st) Butterfinger (2nd) Hershey’s (3rd) Twix

South Carolina — (1st) Kit Kat (2nd) Hershey’s (3rd) M&Ms

South Dakota — (1st) Tootsie Pops (2nd) Andes (3rd) Snickers

Tennessee — (1st) Twix (2nd) Snickers (3rd) Reese’s

Texas —(1st) Sour Patch Kids (2nd) Skittles (3rd) Jolly Rancher

Utah — (1st) Skittles (2nd) Snickers (3rd) Ghirardelli

Vermont — (1st) Starburst (2nd) Skittles (3rd) Jolly Rancher

Virginia — (1st) Reese’s (2nd) Hershey’s (3rd) Kit Kat

Washington — (1st) Sour Patch Kids (2nd) Skittles (3rd) Snickers

West Virginia — (1st) Snickers (2nd) Sour Patch Kids (3rd) Smarties

Wisconsin — (1st) Snickers (2nd) Reese’s (3rd) Skittles

Wyoming — (1st) Kit Kat (2nd) Jolly Ranchers (3rd) Reese’s


Learn more about using emotions to help your brand conduct audience research or find new segments of audiences for targeting: Why We All Need A “LOVE / HATE” Relationship With Targeting Data)

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Strong emotions lead to strong actions, making emotional analysis an intriguing capability in digital marketing.

In the run-up to the 2016 Presidential election, like most good data companies, Networked Insights wanted to make a prediction on the outcome to demonstrate their capability. And just like other tech companies (and the pollsters as it turned out!), they were getting readings that jumped back and forth by the hour. It was too close to call and the data was very inconsistent.


Networked Insights specific capability in this area is conversational data analysis. Simply put, that means they look at what is said online from which they can determine the intent, emotions, and sentiments behind those statements. When you have an election that is particularly useful because what someone writes is akin to an unprompted confession — unlike the pollsters who have to ask the question ‘who are you voting for’, Networked Insights learns it without asking, therefore getting a more honest insight.


Still, though, 6 weeks to go, the data would not reveal who the ultimate winner was going to be — until the data science team hit on a fascinating idea — to look at negative emotions, not positive. Whilst the LIKEABILITY and LOVE to both Clinton and Trump were too similar to make accurate predictions from, the strength of DISLIKE and HATE was polarizing, and 6 weeks out from election day, they were later proven to have accurately called 49 out of 50 states.


For marketers, strong emotions as a signal of intent might just be the next big thing, and for us marketers, the good news is that there is a crazy amount of emotion projected online, and therefore scaleable data for most targeting criteria.


It’s surprising to me that in 2018 brands and agencies are still forced to work with targeting data that has no real science behind it — ‘auto intender’ segments are often based on one visit to a car auction site, or ‘home buyers’ from being tagged on a property site, even if they are just looking at the value of their own home.


With emotions, we have a much more immediate message.


“I HATE MY CABLE”
 signals that competing Cable companies and streaming services should be engaging that individual.


“I AM GOING TO GET A BIGGER PLACE”
 should get realtors, furnishing stores and mortgage advisors frothing at the mouth.


So far Networked Insights (under the umbrella of audience.ai) has been able to match emotions to a wide range of intents. Once a need is identified the data science team will produce customized segments, and upload them to the DMP or DSP of your choice for easy activation.


Every one of you reading this that runs digital marketing programs has a data need that has gone unmet. Try them. The team is very consultative and available on hello@networkedinsights.com.

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