Tag Archives: IBM

IBM’s James Newswanger on The Power of Twitter Data for Corporate Decision Making

Late last year IBM entered into a partnership with Twitter which their Senior Research Manager, Corporate Social Analytics James Newswanger describes as combining “the best of Twitter with the best of IBM”.  The Research Insighter sat down with Newswanger and asked him for an update on what sort of data and research IBM was working on with Twitter. Here’s a brief excerpt from the video interview, which you can watch in its entirety here.
 
James Newswanger first explained to The Research Insighter what IBM’s partnership with Twitter entails. “They give us full firehose access. We apply IBM’s Deep Insight through Watson computing analysis to help them find more meaning in their data.”
 
The Research Insighter: “What kinds of information are you looking for?”
 
Twitter analysis is “much more than 140 characters”
 
James Newswanger: “Past the 140 character text there are 150 metadata elements that tell you info about the Tweeter. You can find out how many followers the person, organization or in some cases spam has. This is extremely useful in identifying people who are most influential; it’s also used to identify spam.”

Newswanger discusses IBM’s own internal usage of Twitter data

James Newswanger: “In one quarter we get 500K tweets that mention IBM that need to be analyzed. Some of it is spam about products we are no longer making, some if it is robotic churn when people use #IBM in their Tweets to get attention. You have to clean data before you start analysis.”  

With a clean data set it’s easier to determine the story

Newswanger continued: “Once the data set is cleaned, you have to determine what is the purpose of the engagement. If we’re looking to identify influencers, we’ll be paying attention who is followed, who are they following. You also want to identify what keywords are being used in association with your key interest ‘ say it’s IBM for example.”

The Research Insighter: “Is there any other data that you’re looking for?”

James Newswanger: “Location. Knowing where a person is proving to be extremely useful. The amount of posts a person makes. The amount of activity they do, the amount of retweeting a person does indicative of their activity. We look at their description. That’s very interesting when we get into personality analysis.”

Twitter analysis is not just for marketing and brand equity anymore

The Research Insighter: “IBM recently issued an Institute for Business Value report called Beyond Listening. Can you tell us a little about it.”

James Newswanger: “It attempts to take a step forward past text analysis for marketing and brand analysis only. Social business analysis has moved into the fundamental operations of a firm and to some extent the strategy making of a firm. Things like supply chain, HR, every element of a firm now can figure out a way to use social. We give examples of how different companies are using Twitter to unearth a different level of business analysis. That’s proven to be particularly valuable to the C-Suite.”

The Research Insighter: “How would that work? Do you have any examples?”

James Newswanger: “Here are two of the most interesting examples:

Influencer identification. Many people use Twitter analysis to identify who they choose (or who they won’t choose) to be a product endorser. People also use Twitter information to decide who to invite (or not invite) to events as advocates.

Most companies sponsor events where they specifically target some people who are active socially. You see this a lot in fashion. In addition to a traditional magazine editor, you’ll see a whole barrage of bloggers and Twitter folks assigned to the front row because they’ve become important.

Supply chain. The other area that’s particulary interesting is supply chain. Companies are using Twitter to identify where people are, supplying things that are relevant to their inventory. For example, right now, the flu. If people tweet about being sick, colds or ‘where should I run to the store to get a cold medicine’.”

We’re excited to say that James Newswanger will be speaking at The Market Research event, and on a very timely topic: “Town Hall: The State of Election Polling”.

If you’re interested in hearing more from IBM and other technological innovators in the market research industry, don’t miss the world’s leading market research event TMRE happening in beautiful Boca Raton, Florida October 17-20. Got any comments on this blog? Make yourself heard – Tweet to us at @TMRE!

Top 10 Trends Impacting the Future of Insights & Innovation

In the world of insights and innovation, trends are
impacting the way we understand our customers, cultivate relationships with
customers, improve products, create new products, and build business in a very
big way.
This year at KNect365′s Insights, Marketing and Innovation
Division, we have an amazing lineup of conferences that will help you inspire
new thinking and drive your business forward.
Here are the key trends we think you need to stay on top of:
Leadership
Conscious Leadership
John Mackey, Co-Founder and Co-CEO, Whole Foods Market,
Best-Selling Author, Conscious Capitalism:
Liberating the Heroic Spirit of Business
Find this session at
TMRE October 18-20: http://bit.ly/25cgoRY
Storytelling
Directing the Story (with a Little Help from Aladdin,
Fantasia, Pocahontas & Piglet)
Francis Glebas, Author: The Animators Eye and Directing the
Story, Director, Storyboard and Visual Development Artist, Disney, Dreamworks
Animation
Find this session at
TMRE October 18-20: http://bit.ly/25cgoRY
Millennials
Deciphering Generations X, Y and V: How to Understand Next
Generations and their Trends for guaranteed reach.
Jane Buckingham, Founder and CEO, Trendera, bestselling
author
Find this session at Marketing Analytics & Data Science
June 8-10: http://bit.ly/1ssK1gf
OmniChannel
Google’s Evolving Toolset for Omnichannel Measurement
Matt Seitz, Google
Find this session at OmniShopper July 11-13: http://bit.ly/1Xmsdiu
Technology
Technologies to Watch Out for and Their Impact
Gary Shapiro, Consumer Technology Association
Find this session at Foresight & Trends September 27-29:
http://bit.ly/1XmrMVw
Big Data
Big Data and Deep Analytics: The Industries of the Future
Alec Ross, New York Times Best-Selling Author, The
Industries of the Future, Former Senior Advisor for Technology and Innovation
at the State Department
Find this session at TMRE October 18-20: http://bit.ly/25cgoRY
Empathy
Evolving Celebrations ‘ Getting to the Heart of the Consumer
Carol Miller and Andrea Navratil, America Greetings
Find this session at Marketing Analytics & Data Science
June 8-10: http://bit.ly/1ssK1gf
Agile
How Logitech Gained Valuable Agile Shopper Insights
Betsy Aristud, Logitech
Find this session at OmniShopper July 11-13: http://bit.ly/1Xmsdiu
Culture
Conscious Leadership
John Mackey, Co-Founder and Co-CEO, Whole Foods Market,
Best-Selling Author, Conscious Capitalism: Liberating the Heroic Spirit of
Business
Find this session at
TMRE October 18-20: http://bit.ly/25cgoRY
Intrapreneurship
Entrepreneurship & the Future of Food
Manoj Fenelon,
PepsiCo
Find this session at Foresight & Trends September 27-29:
http://bit.ly/1XmrMVw
We hope you join us
at one of our conferences so you can activate these trends and drive your business
forward in the future!
Learn more about
Marketing Analytics & Data Science:
http://bit.ly/1ssK1gf Use code MADS16BL for $100 off the current
rate.

Learn more about Foresight & Trends:
http://bit.ly/1XmrMVw Use code FT16BL for $100 off the current
rate.
Learn more about
OmniShopper:
http://bit.ly/1Xmsdiu
Use code OMNI16BL for $100 off the current rate.
Learn more about The
Market Research Event (TMRE):
http://bit.ly/25cgoRY Use code TMRE16BL for $100 off the current
rate.
Cheers,

The Insights, Marketing, and Innovation Team at KNect365

Are you a marketing analytics professional or data scientist? We want to hear from you!

Take Our Marketing Analytics & Data Science Survey for a Chance to Win a Free Conference Pass
By filling out this 10-question survey http://svy.mk/20vPwX8 you automatically enter to win a free
pass to The Marketing Analytics & Data Science Conference this June in San
Francisco. We are giving away a total of 5 free passes to respondents to this
survey over the next month. Winners will be notified via email by Friday, May
20th. 
Fill out the survey
here:
http://svy.mk/20vPwX8
The Marketing Analytics and Data Science conference is an
inaugural conference that demonstrates how to deploy data science and analytics
to drive business forward, and address the burning challenges in big data. The
holistic agenda, designed for executives across Big Data Analytics, Data
Science, CRM, Marketing Analytics, Customer Experience & related fields
will present actionable best practices, practical case studies, technology
demos and visionary keynotes, as well as unprecedented opportunities to
collaborate with key players from major sectors like retail, financial
services, healthcare, technology, consumer goods/manufacturing, academia,
hospitality, media and government.
Learn more about the
conference here: http://bit.ly/1SJVbDg
We look forward to learning more about your new and growing
roles in marketing analytics and data science!  
Cheers,
The Marketing Analytics & Data Science Conference
Team

#MADSConf

Focus on the Front Lines of the Customer Experience

Photo by Zyance. This file is licensed under the Creative Commons Attribution-Share Alike 2.5 Generic license.
 
 “The customer’s perception is your reality.” – Kate Zabriskie, Organizational Consultant
In “IBM Study: CIOs Have a New Boss – The Customer,” Tricia Morris, Senior Product Marketing Manager at Parature, from Microsoft cites that “top CIOs are moving from a focus on the back-office to the front-lines as customer engagement and customer experience become key to winning business strategies.”
 
Where are you focused? Join Michael Lenz, Global Director of Brand Experience, Cisco, as he presents “Beyond Products, Managing Experience for Tomorrow’s Business Now” during the Total CX Leaders Conference June 3-4 in Miami, Fla.
In this session, Michael will share:
  • His insights on how Cisco’s brands are the experience frontline
  • His experience changing a $140 billion company from the inside, including the program that helped his team win the CXPA 2014 Innovation Award 

Total CX Leaders Conference will help you “learn how to listen to your customers, understand their differences and set the foundation to build a road map to create a seamless experience for modern customers.”

Join Michael at Total CX Leaders Conference (TCXL) 2015 in Miami. Register today!

Stay connected with TCXL15:

  • twitter.com/#TCXL15
  • linkedin.com/Total Customer Experience Leaders
  • facebook.com/Total Customer Experience Leaders

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. Connect with Peggy on LinkedIn, Twitter, Google+, and on her website at www.starrybluebrilliance.com. ‘

This Week in Market Research: 10/13/14 – 10/17/14

3 Ways to Use Crowdfunding for Market Research

The Big Players in Big Data: An Infographic via SmartData Collective

The Feds Ignore Market Research: Agencies issue too many contract without doing basic research

Can Big Data Stop the Spread of Ebola? How mobile mapping can help

The Cloud Business Case: Insights on how to grow and Save via Forbes

Duality of Big Data: The helpful and harmful aspects

3 Tips to Create a Multichannel Strategy That Works

The Customer Is Always Right: 4 Ways TO Improve Your Customer Service Right Now

Big Data and the NHL: How the Toronto Maple Leafs bet on Big Data

11 Best Practices for Business Intelligence

About the Author:
Ryan Polachi is a contributing
writer concentrating his focus on Marketing, Finance and Innovation. He can be
reached at rpolachi@IIRUSA.com.

Free Webinar: The Consumer Reaction of TV Shows Going Global – Illustrated via Social Analytics

TV shows have always spread internationally – especially between USA and UK, but never has more data been available to help compare how they are received by consumers across different countries.
Today, social data and analytics can help review UK reactions to Walking dead, House of cards and even Netflix entry into the UK vs local player LoveFilm. Are these brands received as enthusiastically in the UK as they were in the US?

Join a complimentary webinar on Wednesday, July 23, 2014 at 1:00 PM EST with presenter Pernille Bruun-Jensen, NetBase CMO, to learn more about how Social analytics can help provide global insights for media and entertainment going forward.

Pernille is a well-rounded international business professional and operator who has lived and worked around the world, and who ‘gets the challenges of brands. She led the dramatic turn-around of Intuit’s UK operation as General Manager and Global CMO, delivering double digit growth on all dimensions, and winning #1 Best Small Workplace. She has extensive CPG experience from J&J and Kraft/General Foods.
Register for the webinar today: http://bit.ly/1sf7yP7
Plus, do you want to hear more on this topic? Attend The Media Insights & Engagement Conference in San Diego, CA February 3-5, 2015. This event explores new opportunities with insights-rich decision making. Register here: http://bit.ly/1qApCPO

Creating disruption calls for all hands on deck

Innovation wears many hats. That’s because so many of us regardless of role, culture or company size are charged with identifying fresh opportunities for growth.

Creating disruption calls for all hands on deck….synthesizing various disparate visionary information into a strategic action plan that is more than just a trend report – it’s a playbook.

When the best thinkers come together interesting conversation happens…. When committed DOERS come together, the future happens!

3M 
Abn Amro
Adept Consumer Testing
Altria Client Services
Anthony Meindl’s Actor Workshop
Autodesk
BAE Systems Platform Solutions
Daimler Mobility Services
Binghamton University
Bose Corporation
California State University 
Cars.com
Colgate Palmolive
Creathink
Crewest Studio
Crown Equipment Corp
Disney Destinations LLC
Elephant Ventures
Estuary
Evolution Fresh
Expotechnik
Extend Limits
Facebook
Firmenich
Fidelum Partners    
Futureideas.eu 
General Mills Inc
Fifth Third Bancorp 
Firmenich
General Motors
Green Food Nation
Grid Logistics
Highmark
IBM Software Group
IFF
Innotribe
Institute of Competition Sciences
Interior Foliage Design
Johnson & Johnson
Jugaad Innovation
Logitech
LynxEye
Mary Kay Inc
Mediacom
Microsoft
Monitor Deloite
Muse
Nestle Purina PetCare
Nomads 
PepsiCo
PG&E Utility
Post Foods
Plum Organics    
Pormerk
PureMoxie
Razorfish
Scifutures
Snaps!
Sony Electronics
Sphere Trending
Springwise
Startupnectar
Starwood Hotels
State Farm Insurance 
Swift
Takasago
Telefonica Digital Spain
The Executive Office
The Fountain Group
The Hershey Company
Trendhunter.com
Trendwolves
Tupperware Brands Corporation
Unilever
University of Southern California
Viacom Media Networks
Village Green Network
Walt Disney Parks & Resorts
Weyerhaeuser
WPP Network
The future happens at FT’13! We hope to see you there.

A Look at the History and Future of Predictive Analytics and Big Data

How is the ‘big bang’ effect in predictive analytics changing modern life? 

This infographic illustrates how innovations over the past 70+ years have led to a new era that will revolutionize research and development, touch every type of business, fundamentally change the way individuals make personal decisions, and enable governments to reinvent the way they operate.

The Problem with Big Data in the Entertainment Industry

These days, everyone is talking about Big Data. Every day,
we create 2.5 quintillion bytes of data. According to IBM, 90 percent of the
data in the world today has been created in the last two years alone. This data
comes from everywhere: sensors used to gather climate information, social media
posts, digital pictures and videos, purchase records, and cell phone GPS
signals. This is Big Data. But, for Melva Benoit, senior VP, consumer insight
and audience research at Fox Broadcasting, Big Data is ‘a pain.’
At last year’s TMRE,
Benoir sat down with IIR’s Marc Dresner to discuss Big Data and how it is overused in the
entertainment industry. It should represent a volume in size, when it actually
represents everything that goes beyond the standard data that we currently get.
Benoit runs the research group for Fox Broadcasting. ‘The easy
way I like to explain it to people is I help management understand who’s
watching, who’s not and why. So, everything from analyzing metrics to program
testing,’ she commented.
She has several executives that are very excited about Big
Data and about collecting every single metric and statistic about viewers that
come to the Fox network. Benoir feels that people are getting lost in the name
of Big Data when it’s about actually paying attention to the three or four
metrics that matter.
‘For my industry, when you are talking about measurement you
only need four. So, I need to know what you are watching, the time you are
watching it, how long you spend with it, how many and where. Once I understand
those, I can create multiple calculations to get different types of analysis,’
she explained. ‘Once you start adding more things, the metrics loose relevance
and don’t mean anything.’
Moving to the idea of behavior prediction, Benoit feels
there are some industries that would be thankful to have predictions, some
industries haven’t changed so they can be predictive by looking at data, but in
the entertainment industry the sheer number of variables makes it impossible to
predict a hit television show.

Watch the full interview below:

How to ask for ideas from your customers. The Top 20 Customer Experience Management (CEM) Software Technologies

It’s all well and good to work on ideas and innovation by collaborating internally.  But if we want ideas from our customers we have to deliver that message, along with all the other important messages we communicate outside of the company.  Even if the message is that ‘we’re an innovative company’.  

Customer Feedback Wanted.  Here’s a fact, in case you didn’t notice’Large companies are trying to figure out how to engage with their customers.  They are asking the public what they’re thinking by using Customer Feedback Management (I wrote about that a few weeks ago here).  And they’re carefully managing how they communicate with their customers.  Customers must be reached where they dwell and they live for the most part in social networks.
Marketing automation used to be simple.  The channels were email, direct mail and phone.  Companies used these simple channels to reach out to customers (and potential customers).  You would pick the most likely prospects, and the best way to reach them and fire away.  Fingers crossed for 1 to 3% response. 
Social networks, where people tend to dwell now, and can be reached, is not just another channel.  It’s a whole new ballgame, requiring an interactive, sometimes real time, conversation between the people who work at your company and your customers.  If you’re lucky you’ll get those customers to be loyal and advocate for you.  
Why is Customer Experience Management important to the innovation inclined?  Two main reasons: 

     1.      You want to find out what your customers are thinking.

     2.     You want to periodically challenge them to provide their ideas.
There are too many social network channels, too many customers and not enough time to communicate effectively (and track the results) without good software.
Customer Experience Management is a class of software on offer from big companies like IBM and Oracle as well as a slew of smaller companies.  Remarkably it’s somewhat of a level playing field.  No company owns the market and the slew of software options are difficult to compare.  It’s not that they’re virtually equal in competencies. It is just that so many have taken different steps to get there.
Some of these come from the email space, recently adding on software to communicate via the mobile channel, then tools to push out messages via Twitter and Facebook.  Other software vendors focus initially on the social channels and add on dashboards to give the bigger picture.  Still others take novel approaches, like providing technology to track contests or setup a social network.   With this blog post I’m endeavoring to take a look at what the choices are.
A List of the Top 20 Customer Experience Management Software Offerings.  Let’s take a look at the most well known, and widely installed Customer Experience Management (CEM) software offerings that can be used to manage the messages and calls to action you put out to your customers and the public. There’s actually way more than 20 but that looked better in the headline :).   In all cases, I’m adding the company’s own description.

    1.     Empathica                  empowers employees and customers of leading brands to create places they love; turning transactions into great experiences, employees into owners and customers into advocates.

     2.     Satmetrix                   the leading provider of cloud-based customer experience software for companies worldwide.

     3.     Eloqua  (Oracle)         highly personalized and unified experience across channels 
     4.     Totango          combines big data analytics with powerful segmentation and engagement tools to allow online services to take the right actions with each customer, in realtime.

     5.     Shoutlet                      a social marketing platform.

     6.     SDL                             solutions for managing the global customer experience

     7.     Silverpop                    marketing technology provider with expertise in email marketing and marketing automation

     8.     ExactTarget                 a provider of on-demand email marketing software solutions.

     9.     Hootsuite                   social media management system for businesses and organizations to collaboratively execute campaigns across multiple social networks

     10.     Hearsay                       bolster brands across all the major social networks

     11.     Wildfire/ Google         social media marketing software

     12.  Vitrue/Oracle                social marketing solution

     13.  Involver/ Oracle            social marketing platform

     14.  Sailthru                        helping brands deliver individual experiences to millions of unique users in real time.  
     15.  Hubspot                       All-In-One Marketing Software

     16.  Lyris                             data-driven interactive marketing campaigns that facilitate superior engagement, increase conversions, and deliver measurable business value.

     17.  Thismoment                 powers dynamic brand experiences – online social marketing campaigns comprising multimedia-rich content, creative design and social conversations

     18.  Brickfish                      engagement based social media programs through contests

     19.  Dynamic Signal           provides a white-label platform for brands to run high-reach word of mouth marketing campaigns in collaboration with a trusted circle of brand advocates.

     20.  Moxie                            the most complete and intuitive social networking software for the enterprise for employee and customer engagement

     21.  Tongal a social content development platform that helps global businesses connect with global creativity

     22.  Expion                           a social software company with a centralized platform that empowers global brands, agencies, and retailers to localize and manage their social marketing efforts. 
These are more CRM systems, than Customer Experience Management, although CEM is typically a subset of the offering:
21.  Neolane                      provides the only conversational marketing technology that empowers organizations to build and sustain one-to-one lifetime dialogues
22.  IBM(via Unica or their EMM offering) enterprise marketing management software
23.  Aprimo                        delivers technology and insight that accelerates marketing productivity and the ability of marketing to document performance.
24.  Loopfuse                     a sales and marketing automation software
25.  eTrigue                          easy-to-use marketing automation, demand generation and sales acceleration Software-as-a-Service (SaaS) applications
26.  TreeHouse Interactrive  a leading SaaS provider of marketing automation and partner relationship management (PRM) software for companies that sell B2B, B2C or through partners.
27.  Act-on                         allows business users to integrate their customer relationship management efforts across a variety of popular tools in one easy-to-use interface.
Summary:  Idea Management Solutions are perfect for internal collaboration focused on innovation.  Compelling portals with easily administered security can be configured using existing internal idea management software solutions.  Specialized software exists designed to Challenge customers (and the public) to provide solicited feedback including ideas.  And these software products are perfect to communicate both brand messages and the message that your company embraces innovation.
 
About the Author
Ron Shulkin blogs researches and writes about enterprise technology focused on social media, innovation, voice of the customer, marketing automation and enterprise feedback management.  Ron Shulkin is Vice President of the Americas for CogniStreamer??, an innovation ecosystem.  CogniStreamer serves as a Knowledge Management System, Idea Management System and Social Network for Innovation.  You can learn more about CogniStreamer here http://bit.ly/ac3x60 .  Ron manages The Idea Management Group on LinkedIn (Join Here) . You can follow him Twitter. You can follow his blogs at this Facebook group.  You can connect with Ron on LinkedIn.

Republished by Permission from The Front End of Innovation Blog.