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)..