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Hack the Conversation: Discover Insights Through Social Data

Jason Falls
Jennifer Kelly
Thu, Nov 17, 2016, 12pm ET
60 minutes
This online marketing seminar received 5 star(s)

Most marketing campaigns are developed around guesswork. But thanks to social technologies, every marketer now has access to cost-effective consumer research—online conversations—that can uncover important insights that drive your customers to engage and even purchase. This research is more than just monitoring or listening—it's diving in with an eye for finding research and insights.

In this PRO seminar, we'll share examples of companies using conversation research to drive product innovation, address customer experience issues, and inform messaging and communications. You'll leave with a practical approach to help you begin mining your online conversations to discover important data and insights.


Jason Falls is one of the most widely read and respected voices in the digital marketing and social media industries. A social listening and analytics innovator, he spends much of his time analyzing online conversations for clients of the Conversation Research Institute and Elasticity, a full-service digital firm where he serves as a strategy advisor. Jason shares his no-nonsense ideas regularly at,, and He loves Louisville, sports, and bourbon.

Who Should Attend?

Marketers tasked with social media marketing or measurement who want to learn how to gain more value out of both.

What Will You Learn?

By the end of this seminar, you'll be able to:

  • Recognize the difference in monitoring versus listening
  • Understand the available software and what to look for when selecting one
  • Begin your practice of mining online conversations for insights

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