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.
For in-depth research, e-books, thought leadership articles, and product sheets, turn to us for everything you need to enhance your consumer and market intelligence knowledge.
Explore the rise of DIY tax filing as consumers embrace financial autonomy, driven by policy changes and automation, while facing new risks and misinformation.
4/3/26
Explore how March Madness has evolved into a market intelligence system, shaping brand strategies and driving decision-making through predictive engagement.
3/20/26
Exploring the rapid adoption of agentic AI in enterprise platforms, productivity tools, and digital commerce, highlighting security and governance challenges.
3/13/26
Discover how spring cleaning has evolved into a year-round behavior driven by micro-routines, social media, and consumer habits.
3/6/26
This year, the benchmark report is bigger and broader than ever, spanning over 18 industries including Alcohol, Automotive, Aviation, Beauty, Energy, Fashion, Financial Services, Food, Higher Education, Hotels & Resorts, Influencers, Media, Nonprofits, Pets, Pharma, Retail, Sports, and Tech. And for the first time, we’re introducing YouTube metrics alongside Facebook, Instagram, TikTok, and X.
3/5/26
Discover how the kidult economy is transforming retail through nostalgia, emotional attachment, and scarcity, driving sustained demand and community engagement.
2/26/26