The emergence of emotion analytics—the process of recording and analysing emotional responses to ads—offers new ways to measure and quickly adapt marketing messages. Tom Kelshaw of media agency Maxus looks at various ways emotion analytics can be used to help create effective marketing messages.
Marketers have long had access to technology that helps them measure and predict emotional responses to content. For those wanting to understand how to target their efforts more confidently and precisely, while delivering great results in the long term, emotion analytics is an increasingly viable option.
Read the full story at CMO.