Competitive Artificial Intelligence (CAI): How Artificial Intelligence can expedite results and reduce the cost of traditional Competitive intelligence (CI).
Competitive Artificial Intelligence
AI can significantly reduce the time required to complete CI tasks through automation, enhanced data processing, and predictive analytics:
- Automated Data Collection: In my example I used AI to collect data on the top companies, by revenue, in the Snack Food Industry.
- Advanced Data Analysis: AI, particularly machine learning algorithms, can analyze large datasets more efficiently than traditional methods. It can detect patterns, trends, and correlations that might not be evident to human analysts. For instance, AI can analyze customer sentiment on social media or predict market trends based on historical data, providing deeper insights into competitive dynamics.
Competitive Artificial Intelligence: Advanced Data Analysis
Customer Sentiment on Social Media: Summary
This basic analysis compares Nestle and Mondelez. The comparison took took less than 15 minutes to complete.
(Continues after the images)
Snack Food Industry || Nestle
Snack Food Industry || Mondelez
Customer Sentiment on Social Media: Details
Nestle
Nestlé’s presence and customer sentiment on social media have been dynamic, marked by significant challenges and successes. In 2010, the company faced a major PR and social media crisis linked to deforestation issues related to its palm oil sourcing. This incident generated massive negative buzz, particularly on Twitter, where over 215,000 tweets were posted about the topic in just over a week. To address this, Nestlé suspended its sourcing from the criticized supplier and restructured its digital and social media strategy, including the establishment of a team dedicated to monitoring social media sentiment around the clock.
Currently, Nestlé maintains a strong presence across major social media platforms, including Facebook, Instagram, and Twitter, using these channels to engage with consumers and enhance its brand identity. The company has created regional social media profiles to connect globally with its diverse customer base. Facebook is Nestlé’s largest social media channel with over 11 million followers, where it shares updates on its activities, ongoing campaigns, new products, and corporate social responsibility initiatives. Instagram has also been a successful platform for Nestlé, with over 306,000 followers and significant engagement in its marketing campaigns. On Twitter, Nestlé has over 276,000 followers and demonstrates good performance with an increasing follower base.
Nestlé has focused on developing impactful social media campaigns to enhance its brand identity and connect with its audience. One notable campaign, “Generation Regeneration,” centered around environmental sustainability and climate change, was particularly successful on Instagram. These campaigns are part of a broader strategy that emphasizes organic content, innovation, and engaging in honest conversations with consumers.
In a competitive analysis against its key rivals (Mondelez, Unilever, Danone, Mars, and Heinz), Nestlé’s social media performance shows mixed results. While the brand has a large follower base and high fan growth, especially on Facebook, it lags in terms of engagement rates compared to some competitors. This suggests that while Nestlé is effective in attracting new followers, it could enhance its strategies to boost engagement with its content.
Mondelez
Analyzing Mondelez’s customer sentiment on social media reveals a company that is significantly investing in digital transformation and personalization to enhance customer experiences and loyalty. Mondelez, a Consumer Packaged Goods (CPG) giant known for products like Oreos and Triscuits, recognizes the importance of a seamless experience between online and offline channels in the post-pandemic marketplace. This approach is crucial as CPG companies like Mondelez do not control the full end-to-end customer experience.
Mondelez’s strategy involves engaging customers through various channels, including pop-up stores, voice-activated ordering, promotions, and loyalty points. These interactions are seen as opportunities to transform loyal customers into lifelong fans. To achieve this, Mondelez leverages payment and transaction data, along with first-party and zero-party data (information provided directly by consumers), to fine-tune its marketing strategies and build direct relationships with smaller retailers, who are significant in many focus markets.
In response to the pandemic, retailers, including Mondelez’s partners, have enhanced their digital capabilities. Mondelez noted that consumers often build bigger baskets when shopping online, indicating a trend towards increased purchasing of favorite snacks and impulse buys. This observation is used to create targeted marketing strategies to maintain Mondelez’s position as a category champion and drive revenues.
Mondelez is also experimenting with advanced technologies like generative AI to streamline efforts and improve customer experiences. The company’s direct-to-consumer efforts are designed to create playful experiences, enhancing customer loyalty and sales. This includes creative marketing initiatives like online baby gender reveals, social media recipes, and movie tie-ins, all featuring popular products like Oreos.
Mondelez’s top marketer, Martin Renaud, is focused on making the company a global digital snacking leader. Personalization of advertising is a key component of this strategy, with Mondelez seeing a significant return on investment from personalized campaigns. The company plans to invest substantially in digital media and commerce to facilitate greater personalization at every consumer touchpoint. This strategy has shown promising results, with a noted increase in digital working media Return On Investment (ROI).
Moreover, Mondelez emphasizes diversity and inclusion in its marketing, aiming to tell authentic stories that break biases and portray progressive, multi-dimensional personalities. This approach is evident in the creative work of its Oreo, Cadbury, and Lacta brands, which challenge stereotypes and inspire the industry to follow suit.
Overall, Mondelez’s approach to social media and digital marketing reflects a deep understanding of the evolving consumer landscape, where personalization, technology, and meaningful brand connections play pivotal roles in shaping customer sentiment and loyalty.
Secrets to Success
- Competitive Artificial Intelligence can expedite data collection from a variety of sources and complete repetitive tasks faster than humans. Note: Current AI tools are not perfect and the results and sources do need to be reviewed.
- Use AI as part of your team to help analyze the data you’ve collected.
You must be logged in to post a comment.