This week we’re announcing version 3.0 of the dashboard and every day we’ll post here a little more detail about what the new features do.
The feature we’re most excited about is the new Attentio ‘Brand Maps’ which we believe has the potential to disrupt the Market Research industry. How so? Well first let’s start with:
What is it?
Brand Maps automatically maps the relationship between brands and conversation topics online.
Below we’ve created an example brand map around the current US Presidential Candidates and blog conversations. In this case the candidates – Obama, Biden, Palin, McCain – are the “brands”. We’ve monitored for online mentions of those personalities and then cross-referenced them against election hot topics like Iraq, the environment, healthcare and foreign policy.
The results are then displayed in the format below. The size of the blue ‘brand squares’ indicates the number of conversations mentioning that brand or candidate. So, on this particular day John McCain had the greatest share-of-voice or “buzz”.
How close those brand squares are to the green ‘topic bubbles’ is how closely they are linked or mentioned in conjunction with each other. So in the demonstration map McCain is bang on the conversation topic of values (also the topic associated closest with Palin).
McCain is also closely associated with topics around energy and the environment; Obama and Biden are currently orbiting foreign policy.
How’s it done?
The new feature takes data (from tracking conversations in traditional and social media) and then plots that information using a statistical technique called multidimensional scaling (MDS).
Visualising data in this way provides a view of a brand’s conversational universe.
Why is it a big deal?
Well, while using MDS isn’t new, the way we’ve applied it to our existing technology and added some bells and whistles, is a world first. We see it as a major step in non-human measurement of this kind.
How would you use it?
If you think about it market research companies have traditionally relied a lot on manual collation of this type of information via focus groups and consumer sampling. We spot existing, organic, conversations via monitoring online media then chart the results. It’s automatic and it’s fast and marketers and brand owners can get the results at the touch of a button.
We see this as an advantage, for example, over commissioning a research report and then receiving the results some months after a campaign may have ended.
So we’re planning to take on the market research companies?
Not at all. We see our technology as complementary to what they do and ideally we’ll be working together in the future to provide 360 degree market insights.
If you want information on costs or to arrange a demonstration contact us attentiocontact@attentio.com
