If you’re only tracking metrics like clicks and views, you’re only scratching the surface. In this insightful Forbes Agency Council piece—“From Metrics to Meaning: Why Emotional Analytics Are the Next Frontier in Brand Strategy”— Jessica Hawthorne-Castro explores how emotional analytics are reshaping how brands connect, resonate and build loyalty with consumers. Emotional data isn’t just about numbers—it’s about building meaningful relationships. AI tools are now helping brands sense joy, frustration, nostalgia and more—and translate that into smarter strategy.

A must-read for marketers looking to move beyond transactional to transformational storytelling: https://www.forbes.com/councils/forbesagencycouncil/2025/07/30/from-metrics-to-meaning-why-emotional-analytics-are-the-next-frontier-in-brand-strategy/