• DE&I Commitment
  • Careers
  • Locations
  • Book a Meeting
    Book a Meeting
  • Company
    Learn a little more about us, our values, and our team
    Our Values
    We don't just talk the talk; we live by our core values
    About Us
    Empowering brands to realize their potential with data, insights, and technology
    Leadership
    Meet our leadership team
    Secure Data Architecture
    Our promise of data security and privacy. We keep your data safe from publishers, competitors and bad actors
    Corporate Social Responsibility
    We are committed to making a positive impact on our communities and our planet
  • Platform
    Plan, manage, optimize, and measure your campaigns with our omnichannel platform
    Our Platform
    A platform that connects all walled garden media
    Connected Media
    Create and manage campaigns across search, social, retail media and apps, in one platform
    Connected Data
    Make data-driven decisions as you plan and strategize
    See the industries we serve
    Learn how our customizable solutions can help with your unique needs
    Explore our partner integrations
    See the media, retailer, and data partners we work with
  • Clients
  • News and Events
    Check out recent announcements and see what we’re up to
    News
    Check out our recent media coverage
    Events
    Join us for our next conference or webinar
    Quarterly Trends Webinar
    Get the latest insights on digital marketing campaign performance for Q4 2022
    Retail Media for Grocery Webinar
    Join us to dig into trends and challenges shaping the industry in 2023
  • Resources
    From new releases, to industry trends and best practices, Skai has you covered
    Blog
    Read the latest insights and thought leadership from our industry experts
    Capabilities
    Take your campaigns to the next level by enhancing your platform capabilities
    Research
    Explore our reports and whitepapers so you can keep up on the latest industry trends
    Subscribe
    Sign up to get the latest updates straight to your inbox
    Quarterly Trends Report
    Learn digital advertising campaign performance trends from Q3 2022
Back to Blog

Using Advanced Analytics to Win the Hearts & Minds of Consumers This Valentine’s Day

Skai™ Blog

February  08, 2021

Love it or hate it, Valentine’s Day is almost upon us. For brands, every celebrated date on the calendar is an opportunity to engage with consumers who might be in the market for your goods or services. This particular occasion is generally associated with flowers, cards, candy, jewelry, and candlelight dinners (or in my case, a takeaway for one at home!).

Given the year that was 2020 and the pandemic which has followed us into 2021, brands know that they have to be very careful with their messaging this Valentine’s Day. Ad copy that was charming in any other year could be viewed differently amongst the economic and human devastation in COIVD-19’s wake. For example, following in the footsteps of UK florist Bloom & Wild, many brands are already actively offering consumers the opportunity to opt-out of all Valentine communications.

But, it’s not all doom and gloom. A survey by the National Retail Foundation forecasts that consumers will spend an average of $196.31 this Valentine’s Day – an increase of 21% over last year’s previous record of $161.96. Total consumer spending for the romantic holiday is expected to total $27.4 billion, up 32% from 2020.

Brands can cozy up to consumers on Valentine’s Day with the right analytics

The Market Overviews featured in the Skai platform provide a holistic ecosystem view of trends, category interactions, macro drivers, and brand positioning for key industry categories. The advanced analytics within these Overviews reveal new opportunities for brands, offering inspiration from across the ecosystem and create unique and disruptive innovations that are well-positioned for success.

The Food Market Overview leverages a highly detailed and curated taxonomy, spanning multiple product attributes that are key to this industry including Solution Type, Benefit, Feature, Ingredient, Texture, Nutrient, Flavor, Taste across 21 food categories. The data analyzed includes more than 800,000 products, nearly 100 million consumer discussions, 700,000 key opinion leader posts, five million product reviews, and 200,000 patent filings, important for cross-category and macro trend analyses like Valentine’s Day that can affect multiple cross-sections of the industry.

Let’s see what trends we found!

Some think Valentine’s Day is cheesy—and it might even be cheesier this year

It’s no surprise that chocolate is a highly talked about food group at this time of year. But the data also shows that for the first time, the number of conversations related to the Dairy category takes the lead for most talked about in relation to Valentine’s Day. Cheese is the most desired food type within the dairy category as social media conversations have increased by 173% over the last 12 months alone.

Interestingly, however, there has only been a 5% increase in cheese related products over the last 12 months. This may be an under-addressed opportunity that brands may want to take advantage of with their marketing efforts.

valentine's day

A new texture is bubbling to the top of consumer discussions this year

After a year of eating healthy and focusing on nutrition during the pandemic, consumers will use Valentine’s Day this year as an excuse to indulge. The data show that bubbly—specifically, the term Effervescent —drinks will be in high demand.

Whilst it’s unsurprising that Effervescent is in the top 5 most sought after textures by consumers in the non-alcoholic drinks category this Valentine’s Day, it has also broken into the Top 5 most discussed textures in the food category too.

Despite the consumer buzz around this texture, Effervescent is not something that many products right now are actually claiming—with Smooth and Creamy taking the top spot in terms of textures within product claims. This suggests there is an opportunity here for brands to fill an unmet market need!

Valentine’s Day will be less sweet with consumers this year? If you only do social listening, you will miss the reality

Consumer discussions around Valentine’s Day were down on social media in 2020 and we predict that will continue in 2021 as people are more sensitive to what is happening around them. It could also be true that the pandemic and the social/political climate has simply taken over many conversations.

But here’s the interesting thing that brands could miss if they just did social listening around this topic. We have detected that product reviews around Valentine’s Day were up so the holiday is still very much on the minds of consumers—brands just need to make sure they really listen to the market closely so they don’t miss these opportunities.

What data are you using to understand the market?

While the breadth and depth of the external data sources that we monitor are exhaustive, the real power of our platform is how easy it is to tap into information. The insights from this blog post were uncovered in minutes simply by searching on the term “Valentine” within the Food Market Overview. Any search term may be entered to reveal other insights and answers to specific business questions.

Advanced analytics platforms like Skai are designed to reach deep, linking thousands of external data sources such as social media posts, product listings, product reviews, patent filings, key opinion leaders’ posts, research papers, business news, conference programs, clinical trial results, point-of-sale data, demographic data, blogs, forums, and other sources. Applying patented natural language processing (NLP) techniques and advanced taxonomies yields hidden consumer sentiments, pricing trends, hype cycles, advancements in research, and more

To get a demo and learn how to configure the platform to meet the needs of your business, contact our solutions team.

————————————–

*This blog post originally appeared on Signals-Analytics.com. Kenshoo acquired Signals-Analytics in December 2020. Read the press release.

Request a Demo of Skai

Related Posts

  • Predicted Trends for Prime Day 2021
    Read More
  • Post-Pandemic Boom: Advertisers Spent 3.7X during Prime Day 2021 to Boost Sales 
    Read More
  • Skai to Acquire Signals Analytics to Fuel Intelligent Go-to-Market in Era of Digital Acceleration
    Read More
  • Skai Named “Best Overall AI-based Analytics Company” in 2021 Artificial Intelligence Breakthrough Awards Program 
    Read More
  • Sisense and Signals Analytics Partner to Bring the Power of External Data into the Enterprise
    Read More
  • The 6 Steps to a Successful Analytics Deployment
    Read More
  • Share on Facebook
  • Share on Twitter
  • Share on LinkedIn
  • Share via Email
  • Copy Link
    Copied!

Subscribe to Updates

Media that matters.
Marketing that works.
© 2023 Kenshoo, Ltd. All Rights Reserved.
Privacy Policy. Cookie Policy. Recruitment Privacy Policy.
  • Connected Data
    • Market Intelligence
    • Our Approach
    • By Need
    • By Solution
  • Connected Strategy
    • Dynamic Marketing Mix
    • Budget Forecasting
    • Strategic Consulting
  • Connected Media
    • Overview
    • Retail Media
    • Paid Search
    • Paid Social
    • App Marketing
    • Auditing
    • Expert Services
  • Measurement
    • Incrementality
    • Experiments
    • Cross-Channel Attribution
  • Resources
    • Blog
    • Glossary
    • Case Studies
    • Training & Enablement
    • Developer Hub
Privacy Preference

We use cookies on our website. Some of them are essential, while others help us to improve this website and your experience.

Privacy Preference

Save All

Save

Accept Only Essential Cookies

Manage Cookie Preferences

Cookie Details Privacy Policy Imprint

Privacy Preference

Here you will find an overview of all cookies used. You can give your consent to whole categories or display further information and select certain cookies.

Save All Save Accept Only Essential Cookies

Back

Privacy Preference

Essential cookies enable basic functions and are necessary for the proper function of the website.

Show Cookie Information Hide Cookie Information

Name
Provider Owner of this website, Imprint
Purpose Saves the visitors preferences selected in the Cookie Box of Borlabs Cookie.
Host(s) .skai.io, skai.io
Cookie Name borlabs-cookie
Cookie Expiry 1 Year
Name
Provider Owner of this website
Purpose This cookie stores selections made by the user in the Accessibe tool in order to maintain those settings on future visits. These cookies help us make our website compliant with our obligations under US law.
Privacy Policy https://accessibe.com/privacy-policy
Cookie Name acsbState, acsbReset
Cookie Expiry n/a
Name
Provider Owner of this website
Host(s) skai.io
Cookie Name wordpress_sec_,wordpress_test_cookie,wp-postpass_*, wordpresspass_*, wordpressuser_*
Cookie Expiry Session / 1 Year

We use these cookies to enhance functionality and allow for personalisation, such as live chats, videos and the use of social media.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Owner of this website
Host(s) .chilipiper.com, skai.chilipiper.com
Cookie Name fs_uid, CHILI_PIPER_CLUSTER, guest-session, _sp_ses*, _sp_id*
Cookie Expiry Session / 2 Years
Accept
Name
Provider Owner of this website
Host(s) .comeet.co, www.comeet.co
Cookie Name visid_incap_, nlbi_#######, incap_ses_, referrer22_00a, incap_ses_1364_2167377
Cookie Expiry Session / 1 Year
Accept
Name
Provider Owner of this website
Host(s) skai.io
Cookie Name moduleFormPardotDownload
Cookie Expiry 30 days

Statistics cookies collect information anonymously. This information helps us to understand how our visitors use our website.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
Purpose Cookie by Google used for website analytics. Generates statistical data on how the visitor uses the website.
Privacy Policy https://policies.google.com/privacy?hl=en
Cookie Name _ga,_ga_*,_gat,_gat_*,_gid
Cookie Expiry 2 Months
Accept
Name
Provider Hotjar Ltd., Dragonara Business Centre, 5th Floor, Dragonara Road, Paceville St Julian's STJ 3141 Malta
Purpose Hotjar is an user behavior analytic tool by Hotjar Ltd.. We use Hotjar to understand how users interact with our website.
Privacy Policy https://www.hotjar.com/legal/policies/privacy/
Host(s) *.hotjar.com
Cookie Name _hjClosedSurveyInvites, _hjDonePolls, _hjMinimizedPolls, _hjDoneTestersWidgets, _hjIncludedInSample, _hjShownFeedbackMessage, _hjid, _hjRecordingLastActivity, hjTLDTest, _hjUserAttributesHash, _hjCachedUserAttributes, _hjLocalStorageTest, _hjptid, _hjSessionUser_2229986, _hjIncludedInPageviewSample, _hjIncludedInSessionSample, _hjAbsoluteSessionInProgress, _hjFirstSeen
Cookie Expiry Session / 1 Year

Marketing cookies are used by third-party advertisers or publishers to display personalized ads. They do this by tracking visitors across websites.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Linkedin
Cookie Name lidc, li_gc, lang, AnalyticsSyncHistory, UserMatchHistory, li_sugr, bcookie, TDCPM, TDID, bscookie, ln_or
Cookie Expiry Session / 1 Year
Accept
Name
Provider Skai
Accept
Name
Provider 6sense
Cookie Name _gd_session, _an_uid, _gd_visitor, _gd_svisitor, 6suuid
Cookie Expiry Session / 400 Days
Accept
Name
Provider Pardot
Purpose Cookie name associated with services from marketing automation and lead generation platform Pardot. The visitor value is the visitor_id in your Pardot account. This cookie is set for visitors by the Pardot tracking code.
Host(s) .pardot.com, pi.pardot.com, skai.io
Cookie Name pardot, visitor_id*, lpv*
Cookie Expiry Session / 10 Years
Accept
Name
Provider Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
Purpose Cookie by Google used for conversion tracking of Google Ads.
Privacy Policy https://policies.google.com/privacy?hl=en
Cookie Name IDE, 1P_JAR, NID, SOCS, CONSENT, AEC, _gcl_au, OTZ, test_cookie
Cookie Expiry Session / 400 Days
Accept
Name
Provider Meta Platforms Ireland Limited, 4 Grand Canal Square, Dublin 2, Ireland
Purpose Cookie by Facebook used for website analytics, ad targeting, and ad measurement.
Privacy Policy https://www.facebook.com/policies/cookies
Cookie Name _fbp,act,c_user,datr,fr,tr,m_pixel_ration,pl,presence,sb,spin,wd,xs
Cookie Expiry Session / 1 Year

Content from video platforms and social media platforms is blocked by default. If External Media cookies are accepted, access to those contents no longer requires manual consent.

Show Cookie Information Hide Cookie Information

Accept
Name
Provider Wistia
Host(s) .wistia.com
Cookie Name cb_anonymous_id, _sp_ses.2b40, _li_dcdm_c, __hssrc, _gcl_au, _clsk, hubspotutk, _sp_id.2b40, __hssc, __hstc, _uetsid, _uetvid, _gid, _ga, _ga_GQR109DZ3Y, _lc2, fpi, _ex-pricing-cta, _fbp, cb_group_id, cb_user_id, _clck
Cookie Expiry Session / 400 Days
Accept
Name
Provider Meta Platforms Ireland Limited, 4 Grand Canal Square, Dublin 2, Ireland
Purpose Used to unblock Instagram content.
Privacy Policy https://www.instagram.com/legal/privacy/
Host(s) .instagram.com
Cookie Name pigeon_state
Cookie Expiry Session
Accept
Name
Provider Openstreetmap Foundation, St John’s Innovation Centre, Cowley Road, Cambridge CB4 0WS, United Kingdom
Purpose Used to unblock OpenStreetMap content.
Privacy Policy https://wiki.osmfoundation.org/wiki/Privacy_Policy
Host(s) .openstreetmap.org
Cookie Name _osm_location, _osm_session, _osm_totp_token, _osm_welcome, _pk_id., _pk_ref., _pk_ses., qos_token
Cookie Expiry 1-10 Years
Accept
Name
Provider Twitter International Company, One Cumberland Place, Fenian Street, Dublin 2, D02 AX07, Ireland
Purpose Used to unblock Twitter content.
Privacy Policy https://twitter.com/privacy
Host(s) .twimg.com, .twitter.com
Cookie Name __widgetsettings, local_storage_support_test
Cookie Expiry Unlimited
Accept
Name
Provider Vimeo Inc., 555 West 18th Street, New York, New York 10011, USA
Purpose Used to unblock Vimeo content.
Privacy Policy https://vimeo.com/privacy
Host(s) player.vimeo.com
Cookie Name vuid
Cookie Expiry 2 Years
Accept
Name
Provider Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland
Purpose Used to unblock YouTube content.
Privacy Policy https://policies.google.com/privacy?hl=en&gl=en
Host(s) google.com
Cookie Name CONSENT
Cookie Expiry 6 Month

Borlabs Cookie powered by Borlabs Cookie

Privacy Policy Imprint