a-b-testing21Marketing folks, especially analysts and content developers, care deeply for the coveted A/B split test. Why? A/B testing provides a benchmark, establishing a stake in the ground as measured by the “control” and the effectiveness (or ineffectiveness) of an additional variable introduced into the mix. Marketers have been using A/B split testing for decades to measure, among other things, the impact that the variable has on open rate, response rate, click through rate, and other key measures.

At times, people will ask me how the Visible Intelligence platform can be used to fuel A/B split testing decisions, or just as importantly, how to measure the effectiveness of the test relative to the population or audience receiving the message. Here are three ways to do it:

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The World Cup of sentiment

Adidas Brazuca 2014 World Cup Ball 1The Analysis

The semifinals may start tomorrow, but the darlings of the World Cup have already been established. To identify which countries have won and which have lost in terms of sentiment, I’ve analyzed the net positive sentiment of the 16 teams* that qualified for elimination play across two time periods. The first time period was June 10 to June 17. This time period straddled the opening ceremonies and the earliest matches of pool play. I picked this time as a baseline because it captured both pre-tournament sentiment, yet also captured newly formed opinions after at least one match per team. The second time period was from June 25th to July 2nd.  I picked this time due to the fact that it captured the chatter immediately before the round of 16 and immediately after. Read more…

fireworksRun a search online for “What does the Fourth of July mean to you” and you will see real examples of how freedoms are exercised in social media as people share their thoughts in a variety of ways – some cheerful, some angry but, all in all, with a lot of passion. So knowing that the meaning of the holiday varies from person to person, I thought we should look at what unites people on the Fourth of July. Not surprisingly, many people are sharing what they are going to eat and how they are planning to spend the day. The results are interesting – and mouthwatering!

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usa-soccerSoccer, Futbol, or jogo bonito. No matter what you call it, the beautiful game has returned to the world stage. This World Cup comes at a time when viewers and fans are more connected via social media than ever before. According to Facebook, “Facebook’s data editors have never measured an event – sports or otherwise – that has topped a billion interactions.”

Foxbusiness.com reports, “The most-buzzed about event was the opening game between Brazil and Croatia with 58 million people generating 140 million interactions. 31 million people participated in the conversation surrounding Saturday’s match between Brazil and Chile, generating 75 million interactions.”

Some may argue that this might signal a growth in social media usage and belay recent speculation that Facebook may be losing users. Others may claim that it’s simply a result of the fanatical nature of futbol on a global scale.

Whatever the case, the massive amount of data that is being discussed on social channels surrounding the World Cup, at the very least, represents an opportunity for us as social scientists to dive into the data and understand what these billion or so fans of the world’s sport are talking about.

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nba_split1x_576x324Whether you’re a diaper dandy, a PTPER, or a fifth year senior tomorrow night, your dreams will either be achieved or dashed.

This year’s NBA draft is one of the most anticipated in the last couple of decades. Will there be a Michael Jordan, or a Hakeem Olajuwon? Well, that depends on who you ask.

Jerry West is quoted as saying:

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Helpful and happy collisions

collision-ballsFortune magazine published a piece recently that featured the CEOs of Zappos and Meetup on the art of bringing people together. A great read! The focus was on office space and city space design and planning and how it impacts employees communicating with each other and connecting with each. The idea is that the more that employees have the opportunity to ‘collide’ with each other, the more that they will share ideas with each other and the company itself will benefit from the interaction.

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Ever wonder how to easily and consistently slice and dice through large amounts of content provided through your brand or topical searches? Want to find trends and meaning in a specific segment without creating a new search?

The answer may be in the creation of categories. Best part of all: you can start with the existing Visible-defined “Common Categories” library to jump-start your efforts.

First let’s look at how to define these powerhouses.   Then we’ll take a look at how to use them.

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Multitasking is multi-failing

Frustrated office work at his deskMultitasking is a certain norm today. We spend hours in physical or virtual offices watching as emails come flying in, side by side with instant messages, texts and phone calls. This is on top of impromptu hallway drive by visits and unplanned conversations. So how do we get anything accomplished in a typical work day? Not well, evidently.

Forbes recently had a guest post that reference a study from the Institute of Psychiatry at the University of London where they compared the greatest decrease in IQ from the following 4 activities:

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t-mobile-tim-tebow-no-contract-commercialAttribution – Linking Social and Traditional Marketing with Conversions

Being at the forefront of the technology space has its benefits, the best of which is the opportunity to hear about new challenges our clients and prospects seek to answer with social data. It’s fun to collaborate with smart people on solution architecture that serves not only the here and now, but also to address issues they foresee on the horizon. One of the more common topics I’ve heard recently is around drawing correlation between offline and online marketing activities, and the ability to more fully understand attribution as it relates to an actual conversion.

A conversion, whether represented by filling out a form, or more tangibly, an actual sale, occurs as a result of a number of other factors that led to that event. Leveraging social analytics technology to uncover valuable insights related to the events that led up to the conversion is not as hard as one might think, and in fact, drawing a correlation to online and offline activities may seem complex, but it’s something we can effectively address.

Here’s an example that we sometimes use to illustrate how marketers can leverage Visible to more accurately assess the interconnectedness of traditional and social media and tie findings to conversions:

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fdIt’s that time of year again. Yes, it’s summer time. Your son or daughter may be graduating from high school or college. Or if you’re me, two of your sons are getting ready to wrap up Kindergarten and you’re counting down to summer vacation. It also means that Father’s Day is just around the corner (you’re welcome for the reminder).

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