I had a problem to solve around a campaign whose buzz I attempted to track – what is total number of Twitter Followers for individuals that are tweeting about a certain event (like a Diet Soft Drink launch that happened earlier this month, in Brooklyn)?

Well, none of the tools that I had access to publicly, could tackle that – I could get a list of people who tweet about an event – but how about the total number of twitter accounts those people have following?

Radian6, as it turned out, collects that data, and was able to provide me with insight that 115K followers (who could have seen a brand message).  Sure, there’s duplication of followers (some Twitter accounts of people who tweet about the same event might share a certain portion of the same followers – and some people tweet more than once about the same event in a specific time period).

Not withstanding – I thought Radian6 has done an excellent job of pulling together data from disparate systems outside itself, such as Twitter, Compete.com, SalesForce.com and WebTrends, along with Social Graph.

While Radian6 has a lot of room to grow, I appreciate being able to work with their product.

I think, doing Social Media Tracking for Public Relations events – requires more focus on aggregating data than any platform has yet done.   For example, if a bunch of YouTube videos about a product launch took place, say 20 or 30, I want the software platform to go in and count the views of all of the videos and come up with an aggregate number – say ….  500 views from YouTube videos across 20 videos posted (average of 25 views per video).

In a way, the data is already present by most of the platforms, it just needs a little more work to make it usable.   Just a thought on a sunny Wednesday in August.

At an excellent session now on Achieving Breakthrough Results focusing on “de-Averaging” with Murthy Nukala, founder of Adcherny.

I’ll write a much longer post when I have a chance, but the main points are

- different users need different paths and offers
- leads can be “scored”
- in order to take advantage of online lead targeting you need to construct a single view of your customer or visitor in one place (prob as a data warehouse).
- there are Data Owners, Ad Exchanges and operational services.

The infrastructure to make targeted lead ad serving to happen are fairly complex, but the whole thing takes 150ms to happen.

It was noted that buying keywords is based, often, on a one dimensional data, but buying display data can have well over a hundred dimensions.

Btw, blog is still moving to a different env, but hasn’t happened yet.

I don’t know if we have a chart like this for the United States – but in Canada – the IAB, there, released a report that says – Attention Marketers/Media: “By 2013, You Can’t Hide Behind TV Media Anymore” and seems to fall in line with the Forrester report I wrote about the other day on 47% of the CMO’s will spend more on social media marketing – good to know where Forrester said spend on Social Media would increase by 100% by 2014 – ok, they’re not the same thing – but it’s a trend, and it’s moving online.