Mike Manuel has picked up a Forester Research report about Brand Monitoring and identifying
Nielsen Buzzmetrics
CymfonyBiz360
Umbria
Brandimensions
MotiveQuest
Factiva
on the way.
I am getting more and more uneasy about many metrics. My concern is that they can lead one down the route of market segmentation in a misleading way.
I now tend towards a view that, for many application, there is a need to identify with the content values offered by constituents within contextual frames which can be as granular as one because of their influence on the long tail asset.
For a lot of organisations their long tail asset may be greater than the annual marketing budget which would lead one to imagine how much more effective it might be for closer attention.
Levering up one blog post by a factor of three by just responding would seem to be a valuable investment.
There are not many brand monitoring capabilities that identify the long tail asset.
Greetings David,
ReplyDeleteMax Kalehoff here from Nielsen BuzzMetrics. We had the pleasure of meeting (via Elizabeth Albrycht) at the NewComm forum last March. While I would describe Nielsen BuzzMetrics as "measurement of consumer-generated media" versus a brand monitoring firm, I must counter you by underscoring that our work has everything to do with picking up on the voice of one, in addition to segmenting idividuals and groups by social networks, influence, affinity and psychographics. These are revolutionary ideas that go way beyond traditional market research and segmentation models, especially considered we do this in the context of passive, behavioral measurement.
Cheers,
Max Kalehoff
VP - Marketing
Nielsen BuzzMetrics
(personal blog: www.attentionmax.com)
Hi Max. I must pay closer attention. The experiments I have been doing (using LSA concepts) are quite striking which prompted my comment.
ReplyDeleteThanks for the heads up.