Social Listening

Understand your Chinese customer target audience to improve your online business

Social Listening: Voice of Consumers Analysis

With the advent of the era of big data, consumers are closely linked to data at all times. Their behavior then generates even more data to perpetuate this cycle. For brands, to get a better grasp of their consumers, understanding consumer insight has become a must, not an option. However, it is often difficult for enterprises, especially small and medium ones, to retain specialized teams for data analysis. So, is there an AI-driven data analytics service that could help with gaining insights and improving operational efficiency at a low cost?

Why do we need Social Listening?

The mainstream e-commerce platforms in China, i.e. Tmall, are leading the transformation of brand flagship stores, from a sales conversion approach to focusing on the entire shopping experience. If brands want long-term sustainability, consumer-oriented content and services would be the key focuses of the future.

Accurate content and services require a precise understanding of the targeted consumers’ needs, direct conversations between consumers and brands are especially important (chat with customer service, comments, etc.). Though Tmall and JD have now provided brands with multiple data management tools for tracking and other utilities, i.e. “Biz Advisor”生意参谋, “Data Bank”数据银行, the dimensions of such tools remain on the quantitative level, leaving a large gap in data based on consumers’ semantics and leading to a lack of qualitative analysis.

The value of Social Listening

Consumer demands should be at the core of every brand’s long-term strategy, and importance should be given to their responsiveness and feedback. Through big data semantic analysis, Social Listening makes comprehensive analysis of consumers’ feedback on China’s mainstream e-commerce platforms and social media. It helps enterprises plant relevant information throughout the whole consumer journey, and enables real-time data monitoring.

Methodology of Social Listening

Consumer insights through a digital closed loop circuit

voice of consumers data closed-loop
  • It is known that the new generation of internet consumers are more willing to share and express, but how shall we listen from so many sources all at once? And how shall we collect these data? This is the first step of Social Listening — data collection and cleansing;
  • The next question is how to format various types of data and interpret consumers’ voice more efficiently and precisely? This is the second step – data processing and classification;
  • Next, we need to figure out how to transform the processed data into business insights. The third step – data analysis; In the end, it all comes to continuous Social Listening tracking and monitoring, capturing unsatisfied consumer needs and be able to take actions on time to maintain consumers’ satisfaction.

Multidimensional insights through the pyramid model

Besides the three steps mentioned above, eTOC also uses the inverted pyramid analysis model. With online platforms at the inverted base of the pyramid, to industries & category, to core competitors and their products, the model refines insights layer by layer, allowing companies to analyze and predict trends and to carry out optimizations for its operations.

inverted pyramid analysis dimensions

The advantages of Social Listening

Customized System Development: Before the analysis, we will comprehensively discuss with the brand about frameworks and data dimensions, such as the selection of competing brands and products. Data collection will be customized according to requirements of the brand.

Integrated Data Platform Powered by Smart AI: No matter where the data are stored, they can be easily connected to our platform; with extensible open data resources, the back-end API can be quickly accessed and utilized; internal and external databases of the enterprise could be easily connected, all data resources integrated in one platform.

A One-Stop Solution: From data collection and modeling, analysis, visualization to monitoring, a “consumer-oriented” one-stop data analysis system is constructed.

Consumer Insights Report: eTOC professional consultants can help you sort out the most important information and present to multiple teams in the form of a visualized report.

Continuous Data Tracking & Monitoring: The data analysis model constructed by Social Listening provides automatic monitoring and management algorithms. With continuous monitoring and analysis, it learns the disadvantages of the product for constant improvement, finds out sudden problems in time and in turn guides product development and marketing promotion strategy.

one-stop voice of consumers solution

Choose the Proper Social Listening Solution

With a one-stop Social Listening service and well-established solution for data analysis, eTOC is committed to assist the development of overseas brands in China’s e-commerce field. Our team consists of professionals with years of experience in the Chinese e-commerce and digital marketing circles, they possess mature methodologies for all-round analysis of brands on Chinese e-commerce and social media platforms. To experience AI-driven Social Listening service, please feel free to contact us.

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