Blog Articles

Turning Customers into Brand Advocates

September 4, 2019

In September of 2016 Walmart acquired Jet.com — one of the fastest growing startups in history — for approximately $3 billion. Much has been written about what constitutes “the secret sauce” behind Jet’s rapid growth (before the Walmart acquisition they’d garnered 3.5 million loyal fans). Jet CEO Marc Lore attributes the company’s success to its Read more

What Drives Positive Product Reviews? – Part 2: A Deep Dive Into Key Drivers

August 22, 2019

As discussed in a recent post, Pathfinder Analytics recently conducted an analysis of online reviews for the Amazon Echo Dot Kids Edition product that combined Pathfinder Text Analytics and Driver Pathways modeling. This analysis identified a number of key drivers of product satisfaction; words or phrases that, when mentioned in a review, had a notable Read more

Experiential Marketing: Because Experiences Last Longer than Things

August 7, 2019

There’s often an initial rush of pleasure we get when we buy something new. Maybe it’s a burst of confidence from a new pair of shoes, or the rush of freedom you feel when you get behind the wheel of a new car for the first time. It’s a sensation we all know and can Read more

Coming Distractions: Living in Virtual & Augmented Realities

July 25, 2019

Elon Musk recently revealed his plans to implant computer chips in human brains starting next year—a key milestone towards the science fiction vision of a brain-computer interface that will allow direct communication between a human brain and a computer. But while a viable brain-computer interface is probably still some ways away, advances in augmented reality (AR) and virtual reality (VR) are coming fast Read more

What Drives Positive Product Reviews?

July 11, 2019

There’s no question that online product reviews are a great way to measure consumers’ reactions to a product. But while the average rating score might tell us what consumers think about a particular product, it doesn’t tell us why. And how can a company improve a product or its messaging without knowing why it’s satisfying Read more

The Difference Between Strategy and Tactics

June 12, 2019

Businesses always talk about strategy and tactics, but sometimes the terms get confused and are thought to be interchangeable. It is important to understand that the two terms are different, but both are equally important for successful branding. So what exactly are the differences between strategy and tactics? Strategy vs. Tactics Strategy defines your brand’s goals Read more

Where Did Game of Thrones Go Wrong?

May 29, 2019

As the dust settles on the final season of HBO’s Game of Thrones fan reactions are sharply divided, with some calling the conclusion rushed and nonsensical, while others seem perfectly satisfied with it. But the numbers don’t lie — season eight is generating much lower scores on both IMDB and Rotten Tomatoes than any of Read more

Should A Brand Care About Social Currency?

May 9, 2019

Social currency is a buzzword you may have heard before, but few businesses really understand what social currency is and how they can lever it to generate awareness and sales. But a brand that can translate social currency into sales may have found how to spin straw into gold. Social Currency: What Is It, And Read more

Can Today’s AI Speak English?

April 25, 2019

We can communicate instantly with anyone in the world, which means quick and automatic translation has nearly become a necessity. Over the past 15 years, services like Google Translate have brought machine translation into our lives, and have improved communication across the globe. But even as machine translation technology gets better, there’s still a lot Read more

What Final Twist Does Game of Thrones Have In Store?

April 11, 2019

A Social Media Analysis of Fan Expectations (Note: This article may — or may not — contain spoilers for the final season of HBO’s Game of Thrones.) With the final season of HBO’s Game of Thrones upon us, fan speculation has reached a fever pitch. How will this epic tale, 8 years in the telling, Read more