Michal Szaniecki, Volkswagen

Michal Szaniecki, Volkswagen

MichaƂ is Szaniecki:

  • Managing Director SEAT & Cupra at Volkswagen Group
  • Executive Summit Marketing Director of the Year 2018
  • IAA Board Member, Member of Effie, Drum, Young Creatives
  • University Guest Lecturer on Psychology in Brand Building
  • International Keynote Speaker on (D)CX & non-conscious choice

From 38 Billion Words to One Core Idea: How Neurosemantic Analysis Helped Volkswagen Increase Engagement by 417%

Brand positioning and creative content have long been the job of talented marketeers. But in today’s fragmented landscape, it is difficult to understand what a typical customer responds to. Deep word embedding models offer a solution to this challenge. Here we present a successful implementation of a very large word embedding model in the Polish market. The model captures the subconscious associations of a typical customer. These association models are a powerful tool for creating highly effective brand positioning and content. The method, technology and measurable outcomes are discussed.


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