Audio and Visual Analytics in Marketing and Artificial Empathy

Shasha Lu, Hye-Jin Kim, Yinghui Zhou, Li Xiao and Min Ding

Foundations and Trends(R) in Marketing, 2022, vol. 16, issue 4, 422-493

Abstract: With the ever-cheaper digital equipment and the prevalent digital platforms such as Facebook and YouTube, more and more human behaviors and activities are digitalized in the form of images, videos, and audio. However, due to the information’s unstructured nature, there has been a lack of useful framework and tools that can help businesses to effectively leverage this information to improve their practices. As a result, businesses are missing out on the opportunities to use this information to gain better customer insights, understand customer preference, improve customer experience, discover unmet needs and optimize marketing effectiveness. In this monograph, the authors present an overview of audio and visual analytics and discuss how they can be used by marketers to improve business practices. This monograph first introduced a framework named Artificial Empathy (AE) to illustrate different contexts where the audio and/or visual information emitted by or presented to an individual are used to improve business decision making. Next, it presented a review of the cutting-edge techniques and methods used to mine valuable information and make useful inferences from the audio and visual data. Finally, it reviewed the use of A/V analytics in business practices and concluded with a discussion on the trends in applying audio and visual data analytics in business. This monograph aims to help readers understand how the new forms of rich data will affect the way we do business and gain insights into harnessing the power of audio, image, and video data to make useful inferences and improve business practices.

Keywords: Artificial empathy; audio analytics; image analytics and video analytics (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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