Food giant Nestle has something called DAT (Digital Acceleration Team) centers in key offices globally – facilities designed to monitor consumer attitudes about their brands using social media and data visualization, and also train and energize staff from other offices.
A new DAT has gone live at a Nestle office in Jebel Ali, in the south end of Dubai. DAT Dubai works with brand teams on community management tools for running and monitoring campaigns, and also brings in brand agencies. The video wall set-up gives users a sense of what’s going on with sentiment around brands, as well as shows campaign creative.
Dave Haynes is the founder and editor of Sixteen:Nine, an online publication that has followed the digital signage industry for some 14 years. Dave does strategic advisory consulting work for many end-users and vendors, and also writes for many of them. He’s based near Halifax, Nova Scotia, on Canada’s east coast.