Detect Recovery Signs While the macroeconomic conditions are likely to be changeable for the longer term, there are a specific set of issues, such as supply chain disruptions, non-travel orders, and lockdown measures, that are likely to ease in the short to medium term. Specific sectors that have been hard hit by the crisis for direct reasons, including consumer categories such as fashion, are likely to see improved sentiment in the coming months. Detecting the signs of this recovery and moving at the right time to take advantage will be incredibly important for marketers looking to reestablish their market positions and increase sales as soon as possible. Obviously some of this lies in monitoring news channels, but tools that can detect upshifts in revenue and track sentiment changes will enable smart marketers to move quicker and with more confidence. Social media monitoring, data processing and projection, and sentiment analysis are part of this toolkit, and the cost of investing in the latest technologies will be offset by revenue and increased market share. “You need to have the right data infrastructure in place to be able to adapt your predictive models, and fully integrate with customer service, looking at every single ticket raised." FACUNDO VIGUIE ALEMAN, CMO, OMIO