A recent Deloitte study found that 71% of ‘Big Data’ was less than 50% accurate. And even with more accurate in-house/first-party data, Starbucks and American Airlines made disastrous changes to loyalty programs because they didn’t understand the ‘why’ behind their customers’ behavior. Satya’s unique, Emotionality Index℠ uses proprietary algorithms to build cohorts and accurately extract human sentiment about an issue, person, or idea from vast amounts of unstructured and ambiguous data.
Unlike existing techniques, this analysis understands context and consumers’ personal preferences. It also identifies multiple emotional dimensions and psychographic traits that can reveal the likelihood of purchase decision or travelers’ choices of destinations. We curate data sources to get the most accurate, detailed, comprehensive, and balanced view, providing deep unfiltered insights into consumer and traveler behavior, while tracking subtle shifts in opinion that other technologies miss. Integration with existing data sources exposes hidden insights, and brings certainty, clarity and focus so that organizations and marketers are more effective in getting results.
Tourism AlchemyTM technology continuously learns about travelers and their opinions and language. As our data base grows, we can fine tune insights by an even greater degree. Global consulting company, McKinsey, recognizes the untapped potential of emotional analysis:
"Digital data-gathering and monitoring techniques—such as mobile diaries, social-media “listening,” and artificial-intelligence-driven message boards— will be vital tools to help companies understand emerging behaviors and contextual cues. When structured well, those insights generate new thinking within an organization that can be validated through larger-scale surveys and in-market testing. Companies can then refine their product offerings and marketing messages accordingly."