The marketing landscape today is one where data gathering and customer experience continues to increase at an exponential rate. Brands don’t want the fear of missing out on a good customer review, or a positive mention, or even genuine advice on how to improve their offerings.

In the social Wild West however, finding the golden four-leaf clover amid the field of ill-use and irrelevance is becoming increasingly difficult. Social media monitoring tools are able to collect and filter all the mentions, but the rise of social listening takes things a step further. Instead of collating audience response based on engagement rate and number of mentions, social listening tools promise analysis based on mood for greater insights.

Talkwalker, a provider of social listening and analytics software with offices in the US, Germany, Singapore and Luxembourg, is a good example of showcasing social listening in action. Ahead of her speaking appearance at #DMWF North America later this month, MarketingTech spoke with Milena Schmidt (left), US marketing manager at Talkwalker, on the company’s USP and changing customer expectations in a world of data deluge.