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Amazon uses AI to automatically summarize reviews

08/16/2023 | by Patrick Fischer, M.Sc., Founder & Data Scientist: FDS

Selecting a product on Amazon can be a challenge, especially given the often thousands of reviews a product can receive. To make this task easier, Amazon is currently testing a new feature that uses Artificial Intelligence (AI) to automatically summarize reviews and highlight the most important information.

The basic idea behind this innovation is to provide customers with better guidance amid the plethora of opinions and reviews. In recent weeks, the company has begun testing a new feature. This AI-powered function analyzes all existing reviews of a product and searches for the central statements. It then automatically generates a compact summary from them, showing the product's pros and cons.

Currently, this function is available to selected users of the Amazon mobile app. However, it is only available in English for the time being and only affects certain product categories such as televisions, headphones and smartphones. Despite the still limited application, it is already apparent that the generated summaries have some weaknesses.

It is important to note that this feature is still in the testing phase. The automated summaries are so far occasionally contradictory and repetitive. For example, it can happen that the battery life of a laptop is referred to several times, while at the same time the performance is mentioned as a negative aspect.

The previous summaries tend to emphasize positive aspects more than negative ones. However, some arguments are too generalized to make sense in the context of the product. For example, the "ease of use" emphasized by AI for a smartphone could refer to both the intuitive user interface and the setup of the device.

Amazon describes the AI used as merely a "generative system." Nevertheless, the feature has a filter function that allows users to select certain parameters that are particularly important to them. In the case of sports equipment, for example, these could be properties such as durability, comfort and functionality.

Although AI-based summarization of reviews still has room for improvement, it could make the shopping process on Amazon more efficient in the future. By providing compact information, customers could make informed decisions faster and improve their shopping experience.

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Should you offer your services to test customers at a lower price or for free in order to build up ratings and testimonials?

08/14/2023 | by Patrick Fischer, M.Sc., Founder & Data Scientist: FDS

There are pros and cons to offering services at discounted or free rates to build testimonials and reviews.

On the one hand, discounted or free services can attract more potential customers who are willing to try your services and possibly provide positive reviews and testimonials. These reviews and testimonials can then, in turn, help you gain the trust of other potential customers.

On the flip side, however, discounted or free services may also cause customers to not adequately appreciate the quality of your services and thus may be less willing to pay full prices later. In addition, free services may also result in customers taking up your time and resources without adequately compensating you.

If you decide to offer discounted or free services to build reviews and testimonials, make sure you set clear terms and conditions to ensure customers have reasonable expectations and you are still compensated appropriately. In addition, it's important to make sure you treat your customers the same as paying customers to ensure your reviews and testimonials are fair and representative.

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Why is no one signing up for my lead form?

07/17/2023 | by Patrick Fischer, M.Sc., Founder & Data Scientist: FDS

There are several reasons why no one is signing up for your lead form. Here are some possible causes and solutions:

Too many fields: If your form has too many required fields, it can deter potential customers. Try to ask for only the essential information and keep the form short and simple.

Unclear message: if the benefits of your offers or information about your products or services are not presented clearly enough, it can be difficult to capture the interest of potential customers. Review your landing page and ensure that key benefits and information are presented clearly and compellingly.

Lack of credibility: if your landing page doesn't appear trustworthy, it may cause potential customers to avoid filling out the form. Make sure your landing page is professionally designed, emphasizes the trustworthiness of your brand, and includes customer reviews and third-party ratings.

Technical issues: If your form has technical issues or doesn't function properly, customers may be prevented from completing it. Verify that the form is loading smoothly and that it is working correctly.

Incorrect offer: If the offer on your landing page is not relevant or attractive enough to potential customers, it may prevent them from filling out the form. Check if the offer on your landing page is relevant and appealing, and adjust it if necessary.

Lack of reach: if your landing page is not getting enough traffic, this can lead to no one filling out the form. Improve your reach by using targeted online marketing to drive more traffic to your landing page.

By considering these factors and making adjustments to your lead form where necessary, you can increase the likelihood that more potential customers will sign up.

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What are typical mistakes in customer acquisition?

07/14/2023 | by Patrick Fischer, M.Sc., Founder & Data Scientist: FDS

There are some typical customer acquisition mistakes that companies can make. Here are some examples:

Lack of target group analysis: if companies do not know exactly who their target group is, it can be difficult to understand their needs and requirements. Therefore, a thorough audience analysis is essential in order to target marketing efforts to the right customers.

Unclear or wrong message: If the marketing message is unclear or wrong, it can cause potential customers to lose interest or not take the company seriously. A clear and compelling message that highlights the benefits and added value of the offering is therefore essential.

Poor customer experience: A poor customer experience, for example due to slow or unfriendly customer service, can lead to potential customers not recommending the company or even giving it bad reviews. A positive Customer Experience is therefore important for gaining customer trust and building long-term customer relationships.

Incorrect priorities: If companies invest too much time and resources in marketing activities that are not focused on the needs of the target group, this can lead to waste. A targeted marketing strategy that is focused on the needs of the target group is therefore necessary.

Lack of continuity: a one-off marketing campaign may attract potential customers, but long-term customer relationships require a continuous and consistent marketing strategy. Companies should therefore conduct marketing activities on a continuous basis to build long-term customer relationships.

Lack of analysis and optimization: Without regular analysis and optimization of marketing activities, it can be difficult to make improvements and measure the success of the marketing strategy. Companies should therefore regularly analyze and optimize their marketing activities to ensure that they are aligned with the needs of the target group and achieve positive results.

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Costs press distribution list - You have to reckon with these costs

07/06/2023 | by Patrick Fischer, M.Sc., Founder & Data Scientist: FDS

Press distribution lists are an important tool for distributing your press releases to journalists, editors and other relevant media representatives. They enable you to communicate your messages effectively and reach a wide audience. However, when using press distribution lists, you should also consider the associated costs. In this article, we'll take a look at the various cost aspects that may be involved when using press distributors.

Basic fees: Most press distribution companies charge a basic fee for their services. This fee can vary depending on the provider and the scope of the service. Some providers charge a monthly or annual membership fee, while others charge a per press release fee. It is important to compare the fee structure of different providers and choose the one that best fits your needs and budget.

Target audience segmentation: another factor that can affect cost is audience segmentation. Some press distribution lists offer the ability to target your press releases to specific audiences or specific members of the media. This can help target your message to relevant recipients, but it also often increases costs compared to a broader distribution list. Carefully consider which audiences are relevant to your press releases and whether the additional cost is worth it.

Additional Services.

Additional services: In addition to sending out press releases, some press distribution lists offer additional services that may also involve costs. These may include media list building, professional press release writing, or the ability to manage media contacts. These services can support your PR efforts, but should be carefully evaluated for need and viability.

International Distribution: If you want to reach an international audience, consider the cost of distributing your press releases internationally. Some press release distributors offer worldwide distribution, while others specialize only in certain regions or languages. The cost of international distribution can vary widely depending on the target region and the scope of the service.

Analysis and reporting: monitoring and evaluating the results of your press outreach is critical to measuring the success of your efforts. Some press outlets offer analytics and reporting tools to give you insight into the reach and impact of your press releases. However, these tools may come at an additional cost. When choosing a vendor, also consider the analytics and reporting capabilities.

It is important of the selection of a press distributor not only to pay attention to the cost, but also to consider the quality of the service. A low-cost provider is not necessarily the best if it does not provide the desired reach and audience segmentation, or does not ensure reliable distribution of your press releases.

Compare different providers in terms of their track record, their reach in relevant media channels, and the satisfaction of other customers. Read reviews and testimonials to gain insight into the quality of the service.

Advance your service by reading reviews and testimonials.

In addition, consider your PR strategy and goals. If you send out press releases regularly and want to reach a broad audience, a membership with a monthly fee may be more beneficial than paying per press release. However, if you only send out press releases occasionally, the fee-based option might be more cost-effective.

In summary, the cost of a press release distribution list depends on several factors, including base fees, audience segmentation, additional services, international distribution and analytics tools. It is important to carefully weigh your specific needs and budget to select the appropriate press distribution list for your PR efforts.

Remember that an effective PR strategy depends not only on using a press distribution list, but also on other activities such as contacting journalists directly, building media relationships and carefully crafting your press releases. A well-thought-out PR strategy combined with an appropriate press distribution list can help you successfully spread your messages and reach your desired target audience.

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