TAM Media Research, a 50:50 joint venture between media research organisations Nielsen, and Kantar Media Research, is launching a new intelligence analytics tool, CRISP, which will help marketers decode consumer sentiments. Short for consumer reviews and influencer sentiments for brand performance, CRISP will help marketers with a holistic, unbiased and affordable analytics. As per TAM, CRISP answers the need of today – to understand the need and qualitative views of the product user and improvise customer satisfaction so as to further build brand affinity and a loyal consumer.

The AI based dashboard will be available to the users from October 2020. “Today’s evolved Indian consumer is not just pragmatic about the products they purchase but extremely vocal and quick to give reviews. For a marketer, these customer feedbacks can help realign product and communication strategy effectively. Hence, it is crucial for Marketers to constantly keep track, understand & re-connect while managing consumer sentiments towards Brands,” said LV Krishnan, CEO, TAM Media Research.

He added that in a fast-paced evolving environment, it can be a crucial weapon for marketers to win additional brand sales and market shares. “CRISP will help build the much-needed superior analytical prowess within the marketers business and help analyse product usage, identify areas of product/service improvement based on feedback so as to take quick footed decisions,” said Krishnan. TAM has partnered with Revuze – a Nielsen-backed company that works in product experience management globally, for CRISP. “It will be a compelling product and a game changer for India to understand the consumer sentiments and reviews,” said Shai Etzion, CRO, Revuze.

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The AI based analytical tool will provide actual data insights and analytics of the user sentiments. It tracks consumer sentiments across multiple ecommerce portals and decodes unstructured data in turn to help marketers with valuable information to take informed decisions. The Analyser tool is also unconstrained by human bias and perception, TAM said. This proprietary technology deep dives and provides Insights via tracking reviews, opinions and messages.



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