BuzzMetrics and other brand monitoring technologies in the blogosphere
Newspaper NY Times recently published a large article on innovative technologies for brand monitoring on the Internet . A number of promising start-ups are working on this field, which are trying to develop relevant and effective technologies for studying mass consciousness and operational impact on it.
One of the technological leaders in the brand monitoring market on the Internet is BuzzMetrics , a division of the well-known company ACNielsen formed this year.
BuzzMetrics employs a whole team of programmers who have developed their own special-purpose search engine. He has to comb through millions of comments on the Internet, studying the opinions of users on a given topic. Exploration includes blogs, forums, newsgroups and any sites where users communicate with each other: the so-called Consumer-Generated Media (CGM).
The search engine BuzzMetrics selects keywords, phrases, ratings, opinions and “feeds” them into a special text analysis program that is able to build “association maps” in real time mode like this:
')
Semantic analysis of phrases allows you to recognize each comment as positive or negative, and also to evaluate the gender and approximate age of the person to whom this opinion belongs. Those reports that are capable of generating such a program represent a completely new level of sociology and brand monitoring, because before that it was necessary to organize large-scale and time-consuming polls to obtain such information, and wait for results for weeks. Now everything happens instantly, the information comes automatically.
Brand monitoring in the blogosphere has already got its own success stories and examples of failures. As a success story, we can mention Toyota, which managed to spread an extremely positive discussion in the blogosphere of the “hybrid” Prius car model. A typical example of failure is Dell, whose image in the blogosphere has been tainted. If they used the BuzzMetrics program, they could quickly detect the spread of negative information and stop the process in the bud.
In the newly established online brand monitoring market, BuzzMetrics is considered the largest, although its profit this year will be only about $ 20 million. At the same time, the total volume of the brand monitoring market offline is about $ 12 billion. According to analytical company Jupiter, 2007, this figure could double.
The competitors of BuzzMetrics are Umbria , Cymfony , BrandIntel , Biz360 and MotiveQuest .
One of the technological leaders in the brand monitoring market on the Internet is BuzzMetrics , a division of the well-known company ACNielsen formed this year.
BuzzMetrics employs a whole team of programmers who have developed their own special-purpose search engine. He has to comb through millions of comments on the Internet, studying the opinions of users on a given topic. Exploration includes blogs, forums, newsgroups and any sites where users communicate with each other: the so-called Consumer-Generated Media (CGM).
The search engine BuzzMetrics selects keywords, phrases, ratings, opinions and “feeds” them into a special text analysis program that is able to build “association maps” in real time mode like this:
')
Semantic analysis of phrases allows you to recognize each comment as positive or negative, and also to evaluate the gender and approximate age of the person to whom this opinion belongs. Those reports that are capable of generating such a program represent a completely new level of sociology and brand monitoring, because before that it was necessary to organize large-scale and time-consuming polls to obtain such information, and wait for results for weeks. Now everything happens instantly, the information comes automatically.
Brand monitoring in the blogosphere has already got its own success stories and examples of failures. As a success story, we can mention Toyota, which managed to spread an extremely positive discussion in the blogosphere of the “hybrid” Prius car model. A typical example of failure is Dell, whose image in the blogosphere has been tainted. If they used the BuzzMetrics program, they could quickly detect the spread of negative information and stop the process in the bud.
In the newly established online brand monitoring market, BuzzMetrics is considered the largest, although its profit this year will be only about $ 20 million. At the same time, the total volume of the brand monitoring market offline is about $ 12 billion. According to analytical company Jupiter, 2007, this figure could double.
The competitors of BuzzMetrics are Umbria , Cymfony , BrandIntel , Biz360 and MotiveQuest .
Source: https://habr.com/ru/post/4854/
All Articles