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Whether they want to or not, some of the world’s biggest brands have recently stumbled into politically charged social conversations.

Our audience.ai research report takes a look at the data behind the brand boycott hype, using millions of online conversations, classified 25,000 ways across 50 different emotions to gather an accurate, holistic view of the issue.

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$347 billion was wasted in 2016 on marketing that didn’t work. How is that possible? For starters, 65% of content created by brands never reaches its intended target.

Why? We’re so busy telling consumers that they should be interested in our brands that we’re not paying enough attention to who they are and what they already naturally care about.

Customers are complex, and in order to succeed, brands need to better understand them as people – embracing analytics to better understand their affinities, emotions, and what drives their behavior, so that they can create more relevant and effective content.

Download our Guide to Audience Building to find out more.
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audience.ai research found that people going through pivotal life events like graduation, marriage or starting families are more likely to have similar interests and affinities than those in similar demographic targeting groups based on age, gender or income.

For the study, audience.ai examined millions of conversations through the lens of five significant life stages to understand how audience interests, conversations and brand preference differ from life stage to life stage.

Check out what we discovered, like how recent graduates differ from retirees in the media they consume or how new parents differ from affluent professionals in the brands they love or why millennials and retirees may have more in common than expected.

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In 2016, businesses wasted $347 billion globally on marketing campaigns because they simply did not work. How is that possible? Their campaigns were not relevant. Why? They didn’t capitalize on technologies that achieve personalization at scale. More than simply surviving, brands and agencies must be relevant to their customers. When compared to cookies or demographic targeting, combining artificial intelligence with public conversational data offers marketers a deeper data set and a more holistic view of their audience, which means better targeting.

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