Conversation Mapping: Unlocking Insights From Unstructured Data

We live in a world overflowing with digital content. Every minute, 16,000 TikToks are uploaded, 500 million tweets are sent out, and countless other pieces of data are created. This presents a massive opportunity for brands to glean insights into consumer behavior. But how do you make sense of all this unstructured data?

That’s where conversation mapping comes in.

Conversation mapping is a systematic approach to quantifying and qualifying cultural conversations by using a mix of online listening and news media intelligence. It allows brands to pick apart how consumers react to specific moments and how they talk about their experiences.

Why Conversation Mapping?

Conversation mapping enables brands to:

• Cut through the noise and identify genuine opportunities for connection and growth.
• Develop more effective communication strategies by gaining a deep understanding of their audience and what matters to them.
• Identify white space and develop messaging and strategies that are relevant, current, and differentiated.

Key Trends:

• A growing recognition of the value of unstructured data and the insights it can provide.
• The rise of sophisticated tools and techniques for analyzing this data at scale.
• A shift from simply tracking mentions to understanding the nuances of conversation and using that knowledge to develop more effective marketing strategies.

Click here to get more takeaways like this from Citizen’s Annual Forward Forum virtual seminar.