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« Funding Terror 2 | Main | Sparks Fly at Tax Study Commission » August 19, 2004The Buzz On BlogsIntelliseek Inc., a marketing intelligence firm specializing in online consumer "buzz" analysis and word-of- mouth measurement, is increasing its data-mining of blogs to identify and track buzz. Intelliseek operates BlogPulse.com, a free, public blog portal launched in May that analyzes and ranks key issues, phrases and links found in each day's blog postings. The firm's BrandPulse service now identifies and analyzes content from nearly two million blogs per day, to help its clients - marketers and brand managers - track, measure and analyze information that, Intelliseek says, is "posted and shared by influential, active online consumers and opinion shapers." Mahendra Vora, Intelliseek CEO: "Blogs have quickly emerged as leading-edge sources of influence, opinion-sharing and consumer voices on the Internet, and it's critical that today's marketers systematically understand and measure what's being said by bloggers to gauge the full impact of online word-of-mouth behavior."Intelliseek says more than 60 corporate clients and brands use BrandPulse, which finds and analyzes consumer-to-consumer discussion, or consumer-generated media, in publicly available online consumer message boards, discussion forums, and direct company feedback. Its state-of-the-art text-mining technologies locate active discussion and analyze it for volume, issues, trends, potential trouble spots, corporate reputation, depth of pass-along, sentiment and polarity.Pete Blackshaw, Intelliseek's chief marketing officer, says: "Blog writers serve as leading indicators and creators of news, and they use publishing platforms, photo and video to spread their influence. Understanding a blog writer's depth of emotion can help brands anticipate the spread and velocity of good and bad news."Um. Yeah. And blogs are a pretty good advertising media, too, Mr. Blackshaw. Posted in Blogging & Journalism
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I have to agree. There are incredible possibilities here. In order that companies gain meaningful insight (and avoid information overload) they will require 3rd parties to track and monitor trends and insights. Such is the need for Intelliseeks and Attentio's of the world! Simon McD. Post a comment
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