Use case spotlight: Quality control
A great example of how Brandwatch insights are used beyond the corporate marketing department at Land O’Lakes is in quality control.
The analytics team created alerts that identified problems with products. “This is anyone saying something might be wrong with the product – the food is crumbly, the cheese is sour, or whatever it may be,” says Lauren.
Previously, feedback like this just wouldn’t have been picked up by quality control. Now, with the new alerts and dashboard, mentions can be continuously monitored and issues can be swiftly dealt with.
“The quality control team were able to widen the net they cast to capture quality control issues,” says Bradley. “But we did this without adding to the team’s workload by using automated alerts. The quality control team immediately saw the value in the tool. They’re now able to deep dive into things that are interesting to them and have access to the insights in this new way.”
Using AI-powered alerts, there’s no trawling through lots of mentions manually to work out if there are any issues. Instead, the right team is notified right away about what the issue is.
Lauren gives the example of an alert they recently received from a website called backyardchickens.com – a place where chicken owners post about their concerns and get advice. In the alert, a few people had noted the feed they had bought was crumbly.
“We realized based on the posts the issue was probably coming from a certain store, so we were able to investigate from there,” says Lauren. “When people are unhappy, they often go to these niche forums.”