Going beyond keywords: how conversational insights take the guesswork out of marketing Going beyond keywords: how conversational insights take the guesswork out of marketing Conversational marketing platforms enable brands to use AI-powered chatbots to “speak” to consumers, leveraging conversational data to guide customers through every stage of the buying funnel Author Categories Keywords represent the tip of the iceberg when it comes to understanding consumer intent Using AI-powered chatbots, conversational data that occurs over messaging channels like Facebook Messenger and Instagram Messaging can give businesses a deeper understanding of what consumers want Below, we’ll discuss how conversational marketing platforms like Spectrm use natural language processing (NLP) and artificial intelligence (AI) to guide customers through the buying funnel