Nic Ray

Nic Ray

Title: CMO

Company: BrandsEye

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Nic is the Chief Marketing Officer of BrandsEye. He is also a dad, a surfer and a keen, but unlucky fisherman. He cut his teeth in ad-land working at Ogilvy in South Africa and the UK. He then went on to be part of the founding leadership team that built and sold an African digital agency group (Quirk) to WPP. Today, he is helping grow BrandsEye into a global opinion mining business.

BrandsEye uses a proprietary mix of search algorithms, crowd-sourcing and machine learning to mine online conversation for sentiment and the topics driving that sentiment. Through this unique approach, we help organisations bridge the gap that exists between themselves and the expectations of their customers. With this data companies can in near real-time react to customer needs and make improvements on the channels with which customers engage.

To demonstrate the predictive value of sentiment data in a political context, BrandsEye accurately predicted the outcomes of the 2016 Brexit Referendum and US Presidential Elections.

Presentatation outline

Measuring the Consumer Expectation Gap - Why social sentiment matters.

Online media has empowered millions of citizens around the globe. The democratization of public opinion now means that anyone with internet access can have their say on social media platforms, unprompted at any time. In this fast paced world of self-publishing and social media, governments and business are struggling to keep up with the pace, scale and volatility of public opinion. 

Being able to measure and understand how and why people feel the way they do is therefore of high strategic value and can provide significant competitive advantage especially from a CX perspective. This is, however, extremely difficult to do accurately, and at scale - as demonstrated by the failure of traditional public opinion polling to predict the outcome of the 2016 Brexit referendum and US Presidential Election. New artificial intelligence techniques help with the scale challenge but are still a long way from being consistently accurate.

Traditional CX metrics like NPS although still important play a historical view on actual customer experience, social sentiment data allows one to track sentiment over time, allowing one to see at a granular level what is driving CX.

Nic will talk to the latest uses of AI and human intelligence in measuring consumer opinion at scale, using various commercial examples as illustrative case studies.

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