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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Fifa-World-Cup-BrazilTomorrow marks the start of one of the most popular events in the world. Experts predict the number of viewers to be even bigger than 2010 where over 700 MILLION people watched the finals live. FIFA reported that over 50% of the world’s population watched some part of the two week event in 2010.

We will be using the Visible Intelligence platform throughout the World Cup 2014 to report on key trends, but as we move into the event, I thought it would be interesting to see where the most active fans are. Said another way, where are the related social media posts originating from and what countries are the most active?

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the_amazing_spider_man_2-wideThe summer movie season is upon us and in the coming months there will be a lot of discussion about the blockbusters and flops of 2014. We wondered: what can social media reaction to a movie’s marketing campaign tell us about predicted box office performance?

Sony Pictures released the second trailer to The Amazing Spider-Man 2 on March 19. We wanted to know what the immediate social media reaction was on the day of the trailer release. Were people excited? Or did it negatively impact propensity to see the film?

Takeaway #1: Fans bemoaned the trailer’s indication that Rhino and the Green Goblin would join forces with Electro to battle Spider-Man.

Many feared this film would be bogged down by too many villains. Those concerns drew comparisons to Sam Raimi’s Spider Man 3, which drew less-than-stellar reviews and a box office showing that precipitated Marc Webber’s reboot. Can this movie effectively handle 3 villains and maintain a cohesive narrative?

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Happy World Environment Day!

World Environment Day (WED) is a global environmental awareness event established by the United Nations through the United Nations Environment Programme (UNEP) and has been celebrated on June 5th since 1974.

The United Nations declared 2014 the International Year of Small Island and Developing States (SIDS), with World Environment Day focusing on how climate change impacts SIDS both locally and globally.

With the theme “Raise your voice, not the sea level,” WED 2014 is raising awareness about the unique development challenges and successes experienced by SIDS communities due to climate change.

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geekGeekWire is an independent technology news site and online community covering people, companies and innovations emerging from the Pacific Northwest and impacting the world.  It publishes a ranking of Seattle area start-up companies called the GeekWire 200, and we are pleased to be listed as number 37 out of 200 on that list!

The GeekWire 200 focuses on publicly available data to identify technology companies that are most popular and trending among key online communities. The list is updated on a monthly basis, generated from GeekWire’s Startup List, a comprehensive directory of the region’s tech startups. It is sortable by B2B and B2C companies, as well as 20 different sub-categories.

Our placement on this list speaks volumes to the high quality of our product, and the excellence that our employees exhibit every day. We’re excited to be featured on the list, and look forward to further development at Visible that will earn us an even higher spot on their list.

To see the full list of all GeekWire 200 companies, click here >>

categories blogHave you tried Visible categories yet?

When your Visible team talks about our categories capabilities with enthusiasm, there’s a very good reason. We want to make sure you understand how the single mouse click can help you slice data down to specific segments that directly tie to your brand and industry. While this sounds like something complex, it’s not!

Visible has built customized segmentation in one click so you can find deep analysis and save time.

How do categories work?

Categories exist today within your Visible Intelligence platform. Essentially, they are pre-defined add-on filters that will help you quickly and easily drill down and analyze buzz from target segments based on your desired attributes such as product features, author characteristics, reputation drivers, promotional tracking, purchase intent and more. It is important to grasp that concept. These are completely flexible segments that you set up to match with your latest digital campaign, specific products, audience segments, etc.

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In last week’s post, I covered a bit on articulating a problem in data mining and feature engineering. This week, we’ll go further into my UW presentation and talk about production systems, with examples in text mining and sentiment. Again, all of this can be seen visually in my SlideShare presentation or, even better, in person next Wednesday at this Seattle Meet-Up >>

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All marketers are involved in communications at some level.  It is the nature of our business – whether it means communicating through PR, web sites, emails, or marketing collateral. We often talk to customers and prospects about the value of measuring communications effectiveness through social media intelligence and social media data.

There are two specific pivots on this: What is resonating and with which audiences. Based on the prevalence of the topic, we conducted a webcast on May 20th  with Katie Paine, CEO of Paine Publishing and a recognized thought leader on the subject of measurement.

Proving that it is not only PR that cares about measuring communications, we had people from the following functional areas join us. More and more, people from roles such as Market Research and Product Marketing are playing an active role in communications.

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