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  • Audience Insights

    Sila Consumer Sentiment Index – Country Deep-dive September 2022

    October 11, 2022

    All major indices were up in September, showing a post-summer bump we saw last year and reflecting the global reality of the UAE’s position during a time of global uncertainty. The question remains - will sentiment dip in the future as global issues start to weigh on the highly internationalised economy? Or has Dubai, in…

    Sila GCC Consumer Sentiment Index – September 2022

    October 11, 2022

    The Sila GCC Consumer Sentiment Index (CSI) is back with an improvement in conditions in September v. August, with the overall index rising to 57% in net positive territory with an increase of +5 points across the month, primarily driven by improvements in economic outlooks after a summer with inflationary consumer concerns. Readers should note…

    Audience Intelligence: Driving Marketing Efficiency

    June 8, 2022

    It’s no secret that, in a competitive market, you must market as efficiently and effectively as possible. That's when Audience Intelligence comes in. When you do it right, you’ll be able to create more awareness about your brand and products, reach a wider audience, sell more products, and generate more revenue. Now the question is: How…

    Audience insight: UAE and KSA Mums – a needs & values analysis

    January 31, 2022

    For audience insight UAE and KSA mums, marketers are often at odds on how to find true, quick insight into the segment. If you've landed here please check out Part One of this series on Audience insight: UAE and KSA mums. As audience-first marketers, we focus first and foremost on understanding the people our brands…

    UAE and Saudi Mums: Understanding the Audience

    January 25, 2022

    As audience-first marketers, we focus first and foremost on understanding the people our brands need to reach. Identifying the key characteristics that make up their personalities and shape their interactions with the world.

    Travel forecast for 2022 – Part 2: GCC traveller profiles forecast for 2022

    January 6, 2022

    You can tell a lot about someone by their personality and preferences – it’s a marketer’s best tool for success. And when it comes to understanding how people make holiday decisions, understanding who they are as a person is key. That’s why we used our Arabic-native AI-enabled Consumer Intelligence platform Sila to monitor key trends…

    How the GCC Traveller is Preparing for 2022 – Part One: Travel Destinations

    January 4, 2022

    If 2020 was the year the world stood still, 2021 was set to be the year of the comeback. But, unfortunately, due to a mix of new variants, varying government legislations, and general public unease, COVID didn’t quite allow the GCC traveller to travel the way we wanted. But that didn’t stop people’s wanderlust. And…

    Putting the GCC Audience First: Audience-First Marketing for the Arabic-Speaking World

    December 21, 2021

    With a collective GDP of $1.4 trillion and a per capita income that ranks among the highest in the world, the Gulf Cooperation Council (GCC) region represents a high-value target for established and emerging brands. Successful entry into this unique market, however, requires a nuanced understanding of consumers that traditional marketing techniques often fail to…

    How the Omicron variant has shifted consumer sentiment in the UAE

    December 13, 2021

    A bump, then a boost. That's what the last week of November and the first week of December looked like for consumer sentiment in the UAE on news of the Omicron variant. On the 26th of November, the WHO declared the COVID-19 variant 'omicron' a variant of concern. The same day, oil dropped 10%, while stocks…

    The fight for the beauty audience in the GCC: Reels vs Tik Tok

    November 22, 2021

    The 2.0 digital and social audience are highly informed. Beauty consumers explore not only brands (fame), product ranges and price; nowadays, with the help of social and digital tutorials, reaction videos, critiques and beauty moguls sharing the inner workings of product development; consumers are demanding a lot more from beauty brands. From ingredients to political…

    Using Arabic dialect understanding for consumer research

    October 11, 2021

    The limitations of social listening, particularly in languages that are not English, are plain to see across projects and insights when you’re trying to use commercially available software for research. One of the primary frustrations is the accuracy of the machine-learning results from those efforts, particularly in Arabic - they don’t work. It’s why we…

    Audience first comes to the music industry

    August 29, 2021

    Audience first comes to the music industry. At D/A, we’re known for our position on Campaign planning with audience-first strategy audience-first marketing; we’ve written a great guide for that and also a minicast to bring yourself up to speed. Still wondering if this is just a flash in the pan or something more mainstream?  There’s…

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