Tag Archives: Market Research

Thought Leadership Cannot be Automated — But There Are Tools to Help
February 15, 2017 Content Marketing, Editorialized Content, Tips & Tricks , ,

An audience turns to thought leaders because they want real answers from real people.

They mean you.

Leadership is a Share of Mind

If you’ve been doing your thing for a long time, your customers are thrilled, and your staff is always inspired by your ideas, then you, dear marketer, are a thought leader. At whatever your company size, specialty or mind share, there is an audience eager for your learned insight. Write thought leadership content from your unique point of view, addressing a target audience.

  • Are you a technological innovator, a niche strategy consultant or a maverick disruptor?
  • What is your breadth and depth of expertise?
  • Who is your target audience and what are their large and small challenges?

Thought Leadership as Content

If you’re a software vendor or agency, your thought leadership content should never be an advertisement. Rather than promote your products and services, talk about the existing challenges faced by the people you had in mind when you designed your product. The best kind of thought leadership content should suggest trends, share observations, and identify shifting priorities.

When you say “content” people immediately think of articles and blogs. That’s great stuff serving your goal, which is to lead an audience back to you when they need answers. But you have options even more share-worthy.

  • Make and post an Infographic.
  • Conduct a poll or survey asking well-crafted questions about a specific topic, then present the results with your commentary.
  • Create and share an explainer video that breaks down a complex industry challenge and suggests solutions.
  • Post Q&A interviews with industry insiders.
  • Use your analytics! What metrics are you capturing, what’s changing over time, and what’s your opinion about why these shifts are happening?

Timing Is Everything

With a nod to the real estate industry, here in the modern digital omnisphere the new catch phrase is “timing, timing, timing.” You know that you can generate great content all day long. But it’s not only about what you say to which audience, but when to deliver said content, and through what channels. For this, use analytics tools.

Through analytics you can see what time of day your newletters and emails get opened, by whom, when your blog gets the most hits, when your Tweets get the most likes and shares. You can perform any number of customized A/B  tests, set daily and even hourly web traffic reports. Once you see the results, you and your content team can craft the right strategy based upon your exact audience media consumption habits. It’s kind of amazing, and can make you amazing, too.

Go forth and lead, Thought Leader.

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Nielsen: Ecommerce Measurement Solution for the US Market
March 3, 2016 MarTech Product News, New Features , , ,

Product
Nielsen: Ecommerce Measurement Solution for the US Market

Category
Market Research

Function
Metrics & Insight

Great For
Brands looking for data on e-commerce performance in the U.S.

Suitable for use by
B2B, B2C

Overview
Nielsen unveils the first details of its e-commerce measurement solution for the U.S. market. This solution will combine Nielsen retail data cooperators, multiple consumer-sourced data sets and demand related analytics to provide a measure of e-commerce channel performance for both retailers and manufacturers.

Things to know:
  • Will provide an integrated view of consumer insights, in addition to the market measurement, through consumer level purchase data
  • Solution will reveal insights into specific product sales and trends at major online retailers
  • Will be integrated within Nielsen’s current suite of measurement services and will be available to U.S. clients later this year

Press Release
http://www.nielsen.com/us/en/press-room/2016/nielsen-announces-e-commerce-measurement-solution.html

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Data Driven Content (by Clickagy)
September 17, 2015 New Features , , , , , ,

Product
Data Driven Content (by Clickagy)

Category
A/B testing, Analytics

Function
Customer insight, Market research, Content delivery

Great For
Leveraging a visitor’s unique browsing and behavioral history to drive higher engagement.

Suitable For
B2C, Agency, B2B, Other

Overview
Uses real-time artificial intelligence (AI) to profile the visitor against all possible content options and displays selections most likely to engage the visitor and drive them deeper into the funnel, toward a conversion.

Three things to know:
  • Lets marketers and webmasters maximize the value of every site visitor, continually audit performance against a random sample group, quantify lift and demonstrate increased ROI
  • Instead of optimizing content for the best performance from an overall average, Clickagy DDC optimizes to the unique individual based on their online behaviors, especially when researching product reviews or visiting competitor properties prior to visiting a DDC-enhanced page
  • Initial optimization takes two-four weeks depending on website traffic, and continuous optimization occurs iteratively and automatically

Press Release
http://www.prweb.com/releases/2015/09/prweb12949146.htm

More information
http://www.clickagy.com/advertising/data-driven-content

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Sense (by Unmetric)
August 13, 2015 New Products , , , ,

Product
Sense (by Unmetric)

Category
Competitive analysis, Social listening, Other

Function
Market research

Great For
Monitoring competitors in real time

Suitable For
B2C, B2B, other

Overview
Gives brands a single live stream of campaign images, videos and hashtags from competitive brands.

Three things to know:
  • Sense is an independent mobile app, separate from Unmetric’s social media intelligence platform now used by 200+ global brands such as Coca-Cola to benchmark their social efforts
  • Users can select the competitors they’ll monitor from among Unmetric’s database of more than 35,000 brands across 25 industry sectors
  • Sense now pulls images and video content from Facebook, Twitter and Instagram (YouTube coming soon) and presents an image-based content stream that’s auto-captioned for easy perusal, with full text and engagement metrics available by ‘tap’

Pricing Structure
Subscription

Installation
Download

More information
http://www.martechadvisor.com/social-media/unmetric-puts-competitive-intelligence-into-the-pocket-of-every-marketer-with-mobile-app-sense/ and https://unmetric.com/sense/

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Experience Hub enhancements (by InMoment)
May 28, 2015 New Features , , , , ,

Product
Experience Hub enhancements (by InMoment)

Category
Customer feedback, Analytics, Social listening, other

Function
Customer insights, Market research

Great For
New insight from customer stories to improve brand decisions

Suitable For
B2C, Other

Overview
The enhanced InMoment platform provides new processing power, data visualization and analytics to improve brands’ understanding of customer experiences.

Three things to know:
  • CX Analyst Tool lets brands analyze customer feedback on-the-fly from multiple sources to create flexible, customized, and interactive views of customers’ experiences
  • It helps InMoment clients spot trends, identify emerging issues and opportunities, and acquire predictive insights to inform future action
  • InMoment’s Experience Hub supports 90 languages, covering more than 75 percent of the world’s population and 90 percent of world GDP

Pricing Structure
Platform license

Installation
SAAS

Press Release
http://www.inmoment.com/press/understand-the-voice-of-your-customers-in-more-languages-and-more-ways/

More information
http://www.inmoment.com/

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May 28, 2015 Acquisitions , , , , ,

Product
Engagor (acquired by Clarabridge)

Category
Customer feedback, Analytics, Social listening, other

Function
Customer insights, Market research

Great For
Improved customer experience management and insight

Suitable For
B2C, Other

Overview
A leading provider of Customer Experience Management (CEM) solutions acquires Engagor’s social listening and engagement platform

Three things to know:
  • The companies expect that their end-to-end technology solution will help brands create more profitable customer relationships
  • Clarabridge collects, analyzes, and activates customer feedback data from all channels, and gains new social listening, publishing, governance and real-time social customer service and engagement with the acquisition and integration
  • In addition to helping improve sales and customer loyalty, the integration will also help customer service teams to manage and monitor individual and team performance, and identify and resolve customer issues

Press Release
http://www.clarabridge.com/press/clarabridge-acquires-engagor-real-time-social-customer-service-and-engagement-platform/

More information
http://www.clarabridge.com/

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Explorer, Designer and Share (by Gooddata)
April 30, 2015 New Features , , , ,

Product
Explorer, Designer and Share (by Gooddata)

Category
Analytics, Other

Function
Market research, Customer insight

Great For
Gaining useful insight from big data

Suitable For
B2C, B2B, other

Overview
New features help non-technical users leverage business intelligence and self-service analytics while preserving data governance and integrity.

Three things to know:
  • Data Explorer is a friendly interface that lets business analysts leverage new sources of data rapidly and easily without IT assistance
  • Analytical Designer’s self-service data discovery helps analysts leverage GoodData’s Collective Learning and recommendations capabilities
  • Collaboration features make it easier to appropriately share insights with stakeholders across the organization

Pricing Structure
Platform license

Press Release
http://www.gooddata.com/press-releases/gooddata-adds-new-features-access-analyze-and-share-data-anywhere

More information
http://www.gooddata.com/

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Toro App Marketing Platform for Facebook (acquired by Google)
March 5, 2015 Acquisitions , , , ,

Product
Toro App Marketing Platform for Facebook (acquired by Google)

Category
A/B Multivariant testing, Analytics

Function
Market research, Customer insights, Customer acquisition

Great For
Helping app developers promote their product

Suitable For
B2C (app developers targeting consumers)

Overview
The team that developed core pieces of the enormously popular Farmville app (acquired by Zynga) created the Toro campaign measurement/optimization platform to help mobile app developers launch and optimize Facebook campaigns – and with the acquisition, now seem focused on bringing similar campaign optimization to Google.

Three things to know:
  • Toro automatically creates and tests “hundreds of variants” for each potential mobile app launch campaign
  • The Toro team will now focus on Google campaigns, presumably A/B multivariant testing
  • Brands can expect the acquisition to result in more advanced advertising programs and testing on Google

Press Release
http://finance.yahoo.com/news/google-buys-mobile-startup-steps-210009886.html

More information
https://www.usetoro.com/

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