Speaker: JoAnn Sciarrino, Knight Chair, Digital Advertising & Marketing, UNC Chapel Hill

Content Marketing is often designed to build an emotional connection between people and brands. However, measuring these emotional, attitudinal connections through traditional research methods can be slow, expensive and inaccurate. The recent confluence of social media, big data and linguistics has made the process of analyzing unstructured social media brand conversations into a composite score that is relatively easy, diagnostic and fast.

Take-aways: Learn about a new method to measure the emotional connection between people and brands and how two brand leaders have used this method to optimize paid, earned and owned media impact.