Startup helps brands like White Castle and Big Lots divine Hispanic consumer sentiment

Story excerpt provided by Columbus Business First.

Written by Carrie Ghose.

A data analytics startup that branched out of a marketing agency for reaching Hispanic consumers is entering its second year of sales helping brands like White Castle figure out Hispanic customers use the term “burger” over “slider.”

Oye Business Intelligence LLC uses proprietary algorithms to build a database of verified Latino consumers and use natural language processing software and artificial intelligence to mine their online conversations for sentiment on client brands and their competitors.

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Originally published July 1, 2016.

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