The Peloton Effect—Underestimating Customer Sentiment

Steer Clear of Ineffective Campaigns

What if you can predict how your target audience would react to your next ad campaign? What would you do differently?

We are all very aware that even good brands can miss the mark in a campaign: Pepsi, Nike and now Peloton—just to name a few. Peloton is not the first, and will surely not be the last, high-growth brand that didn’t predict consumers’ reactions to its ad.

eMarketer was pleased to moderate a live Tech-Talk Webinar featuring Anne-Queline Keller, senior solutions marketing manager for retail and manufacturing at Alteryx. She discussed how to use customer sentiment analysis in your next retail campaign, and will be joined by Data Meaning’s Andrew Kim, senior manager, and Erik Mitchell, strategic retail consultant.

Watch this webinar and learn:

How to predict customers’ reactions to your ads

How to stand out from competitors with personalized retail offers and tailored communications

How to fill in the missing pieces of your analytics to create a 360° view of your customers

Plus! A live demo on how to prep and blend a variety of data—including demographic, social media, survey and purchase behavior—and create a predictive model for deeper customer insights


Anne-Queline Keller Anne-Queline Keller is a senior solutions marketing manager for retail and manufacturing at Alteryx, a CA-based computer software company. She leads innovation, thought leadership, commercialization strategy and planning and execution for solutions targeted at retailers. Anne-Queline has over 20 years of prior enterprise software solutions and services experience, having launched validated architectures for Oracle, SAP, Cisco and VMware technologies. She is also a certified Lead ISO auditor and is an IBM Design Thinking certified practitioner.
Andrew Kim Andrew Kim is a senior manager at Data Meaning, and also an Alteryx Analytics Certified Expert (ACE). He brings passion about data and visualizations, along with 10 years of multi-industry experience, that has helped create value for over 45 Alteryx customers up and down the east coast. Andrew’s favorite feature in Alteryx Designer is global search because it reminds him that anything is possible.
Erik Mitchell Erik Mitchell is a strategic retail consultant for Data Meaning. Erik brings a passion for using data to turn people into analysts and data into growth. He has spent the last decade helping the largest retailers in the US find business opportunities and drive accelerated growth through data and analytics. His favorite thing about Alteryx is its ability to not only transform data, but to transform people as well.


Nancy Taffera-Santos is senior vice president of media solutions and strategy at eMarketer. Nancy has been at eMarketer for over 12 years and oversees the media business, developing programs for leading advertisers in adtech, martech and media. Nancy’s background includes 30 years of sales, marketing, and promotions experience in media, web analytics enterprise solutions, and test and measurement hardware. In her downtime, Nancy stays active serving on alumni, nonprofit and trade association boards. She has held positions with the ANA Business Marketing NorCal, and the Digital Analytics Association.

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