Evan Escobido, Global Head of Media Intelligence at Western Union, shares how his team evolved from simply reporting data to influencing brand strategy. In this session, Evan walks through how Quid helps Western Union move beyond volume and sentiment tracking to uncover what actually matters—whether it’s benchmarking media effectiveness, combining social and survey data, or helping product teams fix CX pain points.
From Reporting to Strategic Influence: Quid enabled Evan to shift from being a data provider to a cross-functional influencer—translating insight into brand reputation strategy and product experience improvements.
Voice of the Customer, Integrated: Western Union combines survey data with unsolicited social feedback in Quid to map pain points across the full customer journey—especially in complex CX scenarios like retail, app, and web touchpoints.
Customized Media Scoring Models: Using Quid, the team created a media impact score based on prominence, reach, tone, and executive presence—giving them a more meaningful metric than volume alone.
Targeted, Actionable Insights: By aligning reports with business drivers (e.g. platform innovation, employer branding, digital leadership), insights now directly inform campaign strategy and cross-team decisions.
Collaborative Buy-In: Teams helped define scoring criteria and keyword taxonomies, resulting in greater internal adoption and monthly dashboard engagement from stakeholders across product, comms, and marketing.
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