Trendrr: Business Intelligence

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

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)..