Some people say gathering competitive intelligence is just another pretty term for good old market research, but I beg to differ. Market research is largely general, but competitive intelligence refers to obtaining answers to specific questions regarding the company, its competitors and industrial trends. For instance, a printing company may ask whether the rise of digital printing will force traditional ways of printing out of the market. A fashion company may ask whether people like to wear bell-bottoms anymore when we’re past the 60’s. The list goes on, but the point is that gathering competitive intelligence via social media strives to get specific answers that can be acted on. Read more

LONDON—Socialmetrix and ad:tech London announce that Martín Enriquez, CEO & Cofounder at Socialmetrix will be speaking at ad:tech London within the Data and Analytics Summit on September 12, 2013.

Mr. Enriquez’s panel, “Turning data into dollars”,  will help attendees uncover the secrets to analyzing opinions and behavior to better drive business opportunities. The presentation will be led by Martín and his colleagues, Key Compton, President, Data and Distribution at AddThis and Paul Martin, Analytics Director – EMEA at WPP Xaxis

Expectations around leveraging the power of online data are high, but improving company and brands performance is a constant challenge. However, we look forward to seeing if this panel can throw light onto this topic. Read more

Reflexiones según las razones tradicionales de medición en el área de Marketing.

Según la última nota que publiqué sobre el “El Origen de las Métricas”, el entorno de los medios sociales, compuesto por las redes sociales, foros, blogs y medios tradicionales, parece presentar una infinita cantidad de métricas que pueden confundir y desviar la atención de lo que realmente importa, las métricas que conectan con el ciclo de ventas y negocios. Read more

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