CI & CNBC use social media analytics to detect emerging trends:
CI and CNBC have continued their partnership through the holiday buying season but have shifted the focus to identify and categorize conversations of the last minute shopper. 11 million daily conversations around 30 retailers were analyzed for consumer expressions of intention to buy and then each retailer was ranked.
It's really no surprise that Walmart continues to lead, they've been in the top 5 in the Likely to Buy group since Black Friday. What is surprising, according to CNBC's analysts, is the unexpected lead of H&M, who are performing better than some of the other teen retailers.
But knowing that you're leading the pack is only part of the story, the other half is understanding why. Additional analysis was applied to this grouping of conversations to identify the key themes associated with each retailer. For H&M the term "Jacket" was a theme driving much of the conversation. Because H&M is targeting value and discount shoppers the resulting insight could be used to develop precise 1:1 targeting to those consumer, who are expressing an intention to buy a jacket.
Please check out the complete the video from CNBC: