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How Our Favourite Brands Are Using Emotional Analytics For Marketing

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Have you ever realised that the sports industry is heavily dependent on analytics? Whether it is cricket, football, badminton or any other sport, they rely on analytics for SWOT analysis of opponent. Comparing a player’s graph with peers is also possible through analytics.

Analytics of quantitive data exist since ages; the quantum of analytics has gained momentum with the demand of applications in solving real-world problems. For instance, stock markets are all about analytics. A shift in operations of the stock market is all about digitization, followed by analytics. Bulls and bears heavily depend on predictive analysis for money-making. Companies are willing to raise funds from market predicts at the time of releasing IPO, fixing the price of IPO etc.

What is Emotional Analytics?

Analytics refers to data mining via a basic form of human communication, i.e. verbal, visual, written.

Sentiment Analysis is contextual mining of text which identifies and extracts subjective information in the source material. Emotion analytics reads feelings, while sentiment analysis reads intent.

The worth of technology and generated business output of technology is directly proportional to the ease technology brings into society and human lives. The technology which brings ease in life also leads to the transformation of the human civilisation. The world is currently dedicated to the quantification of emotional data. This is expected to reach extremes in the next decade before it consolidates.

All three fundamental forms of communication, i.e. verbal, visual, written, are input to analytics tools and lead to quantified data, i.e. sentiment analysis, primarily for mining of text, emotion analysis via means of verbal, visual communication. The new-age marketeers are relying on this quantified data to identify new targeted customer segment, to retain the customers, to get quantified inputs for new product lines, and to plan 7Ps of marketing.

The information gathered so far points to the fact that the Emotion Analytics market itself is growing with CAGR 39.4%.

The emotion detection and recognition market size is estimated to grow from USD 6.72 Billion in 2016 to USD 36.07 Billion by 2021, at a Compound Annual Growth Rate (CAGR) of 39.9%, as per MarketsandMarkets.

Emotional Analytics is finding application in several industries and several social causes; some of them are taken up for discussion below.

MarCom: Digital Ads And Its Engagement Levels

Measuring the outcome out of advertisements always posed bigger challenges than producing an ad. With emotional analytics embedding into the advertising industry, a sample of visitors watching the movies helps in generating the sample data for predictive analysis. Kellogg’s, the multinational food manufacturing company, has resorted to using emotion recognition technology for branding and advertisement.

Customer Connect

Sentiment analysis of customer comments on Twitter and other social media platforms helps in realisation of brand positioning, satisfaction, dissatisfaction level of product lines etc. While emotional analytics is more related to brand equity, it could also lead to more actionable processes. In the era of e-commerce, emotional analytics is playing a vital role. Companies like Amazon, Flipkart are able to improve their services via  customer satisfaction index, i.e. lead by emotion analytics.

Smart Home Market

SmartHome2.0 market is a combination of botanical Internet of things (IoT) and emotional analytics. This involves human emotional behaviour and action to ease life and human health parameters where data is driven by Botanical IoT, i.e. several sensors, which gives data about the environment, health. This market is still evolving as several big market players are trying to take the lead.

Animation And Entertainment Industry: Analysis of Scenes And Movies

Companies like Disney and Pixar are processing emotional analytics to evaluate animation scenes for better user feedback and to improve the overall impression.

Service Industry: Health And Hospitably

The experience offered to customers primarily drive the service industry. Onboarding of customer until check-out time, whether in hotel or hospital matters a lot. Services offered, i.e. food, medicine, treatment from employees, doctors, is personalised based on prescriptive analytics. If something goes wrong, then the diagnostic analysis is taken up.

Workforce Management

Earlier, several employee engagement surveys were initiated by companies to gather data and draft future strategies for human resources. Now, along with the surveys, emotional analytics is also used. Companies like HUL are practicing this while hiring employees to gather data on an employee.

In one form or other, analytics has been a part of human civilisation since ages; a person predicting the behaviour of others, priests predicting a person’s future have been prevalent since the dawn of humanity. But this is the age when data is organised; re-usable analytics has taken a shape which will usher us in the future.

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An ambassador and trained facilitator under Eco Femme (a social enterprise working towards menstrual health in south India), Sanjina is also an active member of the MHM Collective- India and Menstrual Health Alliance- India. She has conducted Menstrual Health sessions in multiple government schools adopted by Rotary District 3240 as part of their WinS project in rural Bengal. She has also delivered training of trainers on SRHR, gender, sexuality and Menstruation for Tomorrow’s Foundation, Vikramshila Education Resource Society, Nirdhan trust and Micro Finance, Tollygunj Women In Need, Paint It Red in Kolkata.

Now as an MH Fellow with YKA, she’s expanding her impressive scope of work further by launching a campaign to facilitate the process of ensuring better menstrual health and SRH services for women residing in correctional homes in West Bengal. The campaign will entail an independent study to take stalk of the present conditions of MHM in correctional homes across the state and use its findings to build public support and political will to take the necessary action.

Saurabh has been associated with YKA as a user and has consistently been writing on the issue MHM and its intersectionality with other issues in the society. Now as an MHM Fellow with YKA, he’s launched the Right to Period campaign, which aims to ensure proper execution of MHM guidelines in Delhi’s schools.

The long-term aim of the campaign is to develop an open culture where menstruation is not treated as a taboo. The campaign also seeks to hold the schools accountable for their responsibilities as an important component in the implementation of MHM policies by making adequate sanitation infrastructure and knowledge of MHM available in school premises.

Read more about his campaign.

Harshita is a psychologist and works to support people with mental health issues, particularly adolescents who are survivors of violence. Associated with the Azadi Foundation in UP, Harshita became an MHM Fellow with YKA, with the aim of promoting better menstrual health.

Her campaign #MeriMarzi aims to promote menstrual health and wellness, hygiene and facilities for female sex workers in UP. She says, “Knowledge about natural body processes is a very basic human right. And for individuals whose occupation is providing sexual services, it becomes even more important.”

Meri Marzi aims to ensure sensitised, non-discriminatory health workers for the needs of female sex workers in the Suraksha Clinics under the UPSACS (Uttar Pradesh State AIDS Control Society) program by creating more dialogues and garnering public support for the cause of sex workers’ menstrual rights. The campaign will also ensure interventions with sex workers to clear misconceptions around overall hygiene management to ensure that results flow both ways.

Read more about her campaign.

MH Fellow Sabna comes with significant experience working with a range of development issues. A co-founder of Project Sakhi Saheli, which aims to combat period poverty and break menstrual taboos, Sabna has, in the past, worked on the issue of menstruation in urban slums of Delhi with women and adolescent girls. She and her team also released MenstraBook, with menstrastories and organised Menstra Tlk in the Delhi School of Social Work to create more conversations on menstruation.

With YKA MHM Fellow Vineet, Sabna launched Menstratalk, a campaign that aims to put an end to period poverty and smash menstrual taboos in society. As a start, the campaign aims to begin conversations on menstrual health with five hundred adolescents and youth in Delhi through offline platforms, and through this community mobilise support to create Period Friendly Institutions out of educational institutes in the city.

Read more about her campaign. 

A student from Delhi School of Social work, Vineet is a part of Project Sakhi Saheli, an initiative by the students of Delhi school of Social Work to create awareness on Menstrual Health and combat Period Poverty. Along with MHM Action Fellow Sabna, Vineet launched Menstratalk, a campaign that aims to put an end to period poverty and smash menstrual taboos in society.

As a start, the campaign aims to begin conversations on menstrual health with five hundred adolescents and youth in Delhi through offline platforms, and through this community mobilise support to create Period Friendly Institutions out of educational institutes in the city.

Find out more about the campaign here.

A native of Bhagalpur district – Bihar, Shalini Jha believes in equal rights for all genders and wants to work for a gender-equal and just society. In the past she’s had a year-long association as a community leader with Haiyya: Organise for Action’s Health Over Stigma campaign. She’s pursuing a Master’s in Literature with Ambedkar University, Delhi and as an MHM Fellow with YKA, recently launched ‘Project अल्हड़ (Alharh)’.

She says, “Bihar is ranked the lowest in India’s SDG Index 2019 for India. Hygienic and comfortable menstruation is a basic human right and sustainable development cannot be ensured if menstruators are deprived of their basic rights.” Project अल्हड़ (Alharh) aims to create a robust sensitised community in Bhagalpur to collectively spread awareness, break the taboo, debunk myths and initiate fearless conversations around menstruation. The campaign aims to reach at least 6000 adolescent girls from government and private schools in Baghalpur district in 2020.

Read more about the campaign here.

A psychologist and co-founder of a mental health NGO called Customize Cognition, Ritika forayed into the space of menstrual health and hygiene, sexual and reproductive healthcare and rights and gender equality as an MHM Fellow with YKA. She says, “The experience of working on MHM/SRHR and gender equality has been an enriching and eye-opening experience. I have learned what’s beneath the surface of the issue, be it awareness, lack of resources or disregard for trans men, who also menstruate.”

The Transmen-ses campaign aims to tackle the issue of silence and disregard for trans men’s menstruation needs, by mobilising gender sensitive health professionals and gender neutral restrooms in Lucknow.

Read more about the campaign here.

A Computer Science engineer by education, Nitisha started her career in the corporate sector, before realising she wanted to work in the development and social justice space. Since then, she has worked with Teach For India and Care India and is from the founding batch of Indian School of Development Management (ISDM), a one of its kind organisation creating leaders for the development sector through its experiential learning post graduate program.

As a Youth Ki Awaaz Menstrual Health Fellow, Nitisha has started Let’s Talk Period, a campaign to mobilise young people to switch to sustainable period products. She says, “80 lakh women in Delhi use non-biodegradable sanitary products, generate 3000 tonnes of menstrual waste, that takes 500-800 years to decompose; which in turn contributes to the health issues of all menstruators, increased burden of waste management on the city and harmful living environment for all citizens.

Let’s Talk Period aims to change this by

Find out more about her campaign here.

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A former Assistant Secretary with the Ministry of Women and Child Development in West Bengal for three months, Lakshmi Bhavya has been championing the cause of menstrual hygiene in her district. By associating herself with the Lalana Campaign, a holistic menstrual hygiene awareness campaign which is conducted by the Anahat NGO, Lakshmi has been slowly breaking taboos when it comes to periods and menstrual hygiene.

A Gender Rights Activist working with the tribal and marginalized communities in india, Srilekha is a PhD scholar working on understanding body and sexuality among tribal girls, to fill the gaps in research around indigenous women and their stories. Srilekha has worked extensively at the grassroots level with community based organisations, through several advocacy initiatives around Gender, Mental Health, Menstrual Hygiene and Sexual and Reproductive Health Rights (SRHR) for the indigenous in Jharkhand, over the last 6 years.

Srilekha has also contributed to sustainable livelihood projects and legal aid programs for survivors of sex trafficking. She has been conducting research based programs on maternal health, mental health, gender based violence, sex and sexuality. Her interest lies in conducting workshops for young people on life skills, feminism, gender and sexuality, trauma, resilience and interpersonal relationships.

A Guwahati-based college student pursuing her Masters in Tata Institute of Social Sciences, Bidisha started the #BleedwithDignity campaign on the technology platform, demanding that the Government of Assam install
biodegradable sanitary pad vending machines in all government schools across the state. Her petition on has already gathered support from over 90000 people and continues to grow.

Bidisha was selected in’s flagship program ‘She Creates Change’ having run successful online advocacy
campaigns, which were widely recognised. Through the #BleedwithDignity campaign; she organised and celebrated World Menstrual Hygiene Day, 2019 in Guwahati, Assam by hosting a wall mural by collaborating with local organisations. The initiative was widely covered by national and local media, and the mural was later inaugurated by the event’s chief guest Commissioner of Guwahati Municipal Corporation (GMC) Debeswar Malakar, IAS.

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