Wiredset / Blogs / Mark Ghuneim

Intro

With today's deployment and release of Trendrr we are sheding the beta moniker and functionality for a end to end new Trendrr and the introduction of Trendrr Pro

This week I will blog about why we invested in creating Trendrr,  the industry and marketplace demands it addresses,  and why we chose to passively mine media and the behavior around it without tracking the individual IPs.  Lastly, we look at the next steps around reporting social-graphs, key activities and other influencing factors when reconciling key performance indicators.

Why did we start measuring social and digital media behaviors and consumption?

Trendrr was borne from a need for Wiredset to provide meaningful insight and added value to our clients. As conversation and behaviors move from destination sites to the edges of the web, we wanted to make an investment in understanding what is happening and how. 

 

This launch signals the first significant step for us in a long-term goal to bring visibility and accountability to our work and online marketing as a idustry. We believe there is a need to measure social marketing and earned media through their own metrics, not just through standards intended only for advertising (i.e. CPM).

'Defining How to Measure Online Marketing

First, we had to understand what we called the dial tone or water levels, if you will, of media and conversation that was taking place across the net. As these impressions, engagements and transactions transpire across the edges, our need to understand how they map to sales, cost savings and building brand equity became increasingly important.
 
We are constantly improving our abilities to provide Chief Marketing Officers and other interested parties with clear insight into how these components (sales, savings, brand equity) transpire, enabling views of 50+ key drivers of engagement and impression

As we look at the interactivity around brands, TV shows, politics, etc., the importance of defining and measuring what matters and why could not be more important. So, why did we choose a qualitative approach to quantitative data?  Without the qualitative aspect there is no way to measure the quantitative data.
 
This whole process is to turn all of this information/noise into intelligence that can be used to drive businesses forward.

Tomorrow, I want to look into the data itself--specifically privacy, behavioral targeting, hyper-targeting, metrics and social media identity harvesting (a big bag of hurt)..

I will be attending Advertising 2.0 this week in New York (IAC Blding), and moderating

Advertising Accountability: Metrics and Analytics around Video, Social Media,
 P2P and User Generated Media

Here are the full details.

Adverting 2.0 New York 2009 (IAC Bld) Thursday, June 11th 2:15 PM - 3:30 PM

Session A: Advertising Accountability: Metrics and Analytics around Video,
Social Media, P2P and User Generated Media

With advertising and the new technologies grabbing an ever greater share of the total advertising dollar, the need for accountability is greater now than ever. Data can be interpreted in any number of ways, drawing any number of conclusions, some proving to be on target, others leading to shaky investment of time, energy and useful results. The good news is that the ability to understand the metrics and analytics being applied to the new technologies - broadband, UGM, Social Networks, P2P and mobile - are beginning to show results. In this session, we will take a look at the latest techniques and question the assumptions that underpin advertising in the new medias.

Speaker bios can be found here   Below is the list of panelists ....  Please stop by and say hi if you are attending..

David Rosenberg, Director of Emerging Media, JWT

Louisa Shipnuck, Global Business Development Executive, IBM Media and Entertainment

Debbie Solomon, Senior Partner, Research Director, MindShare

Jon Gibs, Vice President, Media Analytics, Nielsen Online

Greg Kahn, Senior Vice President, Strategic Insights, Optimedia International US

Jeff Hackett, SVP of Sales, Comscore

Aseem Chandra, SVP of Product Marketing, Omniture, Inc.

Mark Ghuneim, CEO, Wiredset, Moderator

In the past I posted a list of seven inch singles I added to my collection each week,  a practice I would like to start again time permitting.  

In the mean time this is my current play list for may 2009.

• The National - Sleep All Summer (with St. Vincent) (Crooked Fingers cover)
• Dark Night of the Soul - Little Girl (feat. Julian Casablancas)
• Pj Harvey & John Parish - Black Hearted Love
• Regina Spektor - Laughing With
• St. Vincent - The Strangers
• The Pains of Being Pure at Heart - Contender
• Matt & Kim - Lessons Learned

FT.com / Columnists / John Gapper - Madison Avenue feels the squeeze

Nice POV on this FT editorial by John Gapper ...  The following quote is exactly what our operating charter and overall strategy is.   By collapsing all verticals or new buildings (Einsturzende Neubauten) and forming small  teams of experts from diverse specialties you get the type of offering and programing that has value and begs engagement.  

"This demands a lot of creativity - a good internet or mobile campaign is more like a short piece of programming or entertainment than a marketing pitch - and a sophisticated grasp of consumers, and how to use old and new media. In other words, it draws on the entire range of the industry's fragmented skills."

The best part and irony is the actually used a image of a collapsing building, its really collapsing new buildings ....
Einsturzende Neubauten.

 

Good reading from around the web...

Jeremiah Owyang  The Future of the Social Web: A Breakdown of the Five Eras Has a time framework looking at social behavior and the evolution of the social web. His analysis is always a good read and this one is no different.

This Thursday, March 19, 2009 from 2:15 PM - 3:30 PM I will be moderating at this years Digital Hollywood Media Summit at the McGraw-Hill Building, 49th St. & 6th Ave., New York City.

Advertising Accountability: Metrics and Analytics around Video, Social Media, P2P and User Generated Media

• Debbie Solomon, Senior Partner, Managing Director, Business Planning, Mindshare
• Ken Papagan, President & Chief Strategy Officer, Rentrak
• Vipin Mayar, EVP, Global Director of Data and Analytics, MRM Worldwide
• Anthony Psacharopoulos, Senior Vice President, comScore, Inc.
• Todd Narwid, Vice President, New Media, NDS
• Jon Gibs, Vice President, Media Analytics, Nielsen Online
• John Lowell Vice President/Director, Research and Analytics Starcom USA

Mark Ghuneim, CEO, Wiredset, Moderator