Exciting times in Web Intelligence!

Hello everyone, welcome to my first blog post as a Forrester Analyst.

I joined Forrester in late January after nearly six years at Alterian, an Enterprise Marketing software company, where I was Vice President of Platform Strategy, supporting Product Marketing, Analyst Relations and Corporate Development.

First and foremost, I’m thrilled to be on board at Forrester and I’m looking forward to getting to work!  Many thanks to the Forrester team and our clients who have been so supportive. 

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How should researchers leverage social media?

In a previous blog post, Reineke Reitsma summarized market research in 2010 with one word: Listening. And in today's socially connected world, many researchers are grappling with how to use social media for listening in a way that adds value to the MR role.

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Innovative Research Ideas From Three Vendors

I recently attended a unique event hosted by three vendors who are, at times, competitors: Communispace, BrainJuicer, and OTX. It was a nice change from industry events, and a place to interact with top executives of each of these companies as well as a very nice mix of their own clients from large brands that any of us in MR would recognize.

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Influence Is A Complicated Metric

Last month we published our research on Influence Measurement – a dive into consumers' influence over brands and the benefits it provides marketers who can identify a customer's relative influence. This research outlines a framework by which to measure an individual's influence and get the most out of the metrics you collect.

Now we've published our follow up, "Overcoming The Challenges Of Measuring Influence”. This research addresses some of the difficulties that influence measurement faces, such as the lack of accessible data and the amount of manual work required to compile the metrics. We've found that there are a number of problems, but it's still worth the effort. Sure ideal influence measurement requires access to things like number of Facebook friends, trust between connections, relevance of shared content, and offline sharing behavior – but there’s plenty of data readily available that Customer Intelligence professionals can use.

Right now most influence measurement will benefit from outside help, either from a listening platform or agency, but even these options face data restrictions and remain far from perfect. Check out the report for a full dive into influence measurement – and tips to help navigate around the challenges.