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The digital experience has altered how consumers engage with brands, and with the ever-growing number of touchpoints through the customer journey, customer experience is the new frontier driving competitive advantage.

This guide discusses social listening best practices and suggested analyses for understanding consumer behavior and building demand throughout the purchase funnel.

Topics in this guide include:

• Understanding the landscape & consumer conversation
• Creating competitive differentiation
• Drivers of purchase behavior
• Content analysis and ideation
• Targeting purchase intent and removing buying friction
• Identifying cross-sell opportunities