Saturday, 21 June 2008

The Dimensions of Listening

Text Analytics gives marketers the opportunity to effectively mine the unstructured customer data that they hold. Whilst insight can and must be gleaned from the structured (quantitative, often transactional) data; tools now increasingly exist to work with the other (much richer) 80% of that data.

At last week's Text Analytics Summit in Boston, Charles Schwab, the San Francisco-based financial services firm, presented its Voice of the Customer program which uses text analytics to understand survey responses and is planning to extend the application to analyze text from notes and comment fields in its sales and contact center applications.

Since listening is the key to engagement, we will see considerable growth in this and the related field of speech analytics over the next year...

Sunday, 15 June 2008

Social Spending

eMarketer has reduced its estimate for ad spending in social networks for this year. (from an estimated $1.6 billion spent on social network ads, to $1.4 billion). The pace of growth is also forecast to slow - it's still progressing, but not quite as quickly as they had thought previously.

In terms of destinations, Myspace continues to attract the biggest share, although Facebook is increasing its market share.

Interestingly, and despite the hype, widgets only accounted for $15m last year, and will continue to be relatively insignificant this year.

The reasons for this restatement? eMarketer blames two forces: the softening of the economy which has hit advertising in general.They also point out that even the leaders (Facebook and MySpace) have failed to develop a convincing ad revenue model.

Sunday, 8 June 2008

Measuring TV

Google has expanded its web analytics offering to include metrics on TV advertisments and the impact they have on website traffic. This addition generates automatic reports that tell marketers when and where their TV ads ran, the number of impressions delivered, the cost and the CPM. The data can also be looked at by region, should an ad buy focus on a specific city for example, Google Analytics can track traffic coming to your site from that area only... an interesting way to test alternate versions of ads?

As Brett Crosby, a group manager with Google Analytics says:
"One of the common complaints with TV and all advertising is that it's difficult to track success, and when you do get any sort of tracking information, it takes so long [to receive] that it's difficult to act quickly on," he said. But the Google TV analytics data "is updated throughout the day, so it allows people to make very quick decisions about what is working and what is not."

Sunday, 1 June 2008

Web 1.0 Marketing?

E-mail is solidly a Web 1.0 application - The internet's original killer application may seem old hat to some marketers. But it works. Consumers like it and smart marketers are finding new ways to use it.

According to a recent survey conducted by Ipsos for Habeas, two-thirds of adult respondents said they preferred e-mail for communicating with businesses. In my experience, marketers tend to underestimate email's power as a complimentary marketing channel...