Digging into CGM data

As the new guy on the team I get to introduce myself to you and spout off.  All in the same post!!  In any case, I recently joined Forrester from SPSS  and will be focusing on enterprise marketing technology platforms, customer analytics, and emerging market technologies.

The proliferation of Consumer Generated Media (CGM) presents organizations with a virtual treasure trove of unstructured data.  However, as witnessed by the debate on the Online Spin blog, measuring CGM is not a foregone conclusion.  Measurement aside, what purpose does CGM serve and how can the data be leveraged?  Text mining vendors like SAS, ClearForest, SPSS, and Inxight offer algorithms and techniques to identify and extract the key concepts from unstructured data.   These insights can drive innovation, product development, search, and brand monitoring.  Marketers should initially focus on blogs and service center transcripts as the primary sources for unstructured data. 

This is still an evolving medium with lots of open questions such as - Will CGM increase in relevance as a customer insight forum?  Who, within the organization, will own the process and tools of analyzing CGM? How will the learnings be integrated into the current enterprise analytic platforms?  How does this change the roles of creative, analytics and brand marketing?  What do you think?

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re: Digging into CGM data

Congratulations on your position! I imagine we'll have a chance to talk during the course of the brand monitoring wave. I'll look forward to it.

re: Digging into CGM data

-Will CGM increase in relevance as a customer insight forum?Not a question we can really answer yet. I suspect yes, especially as media measurement companies become more adapt at measuring and presenting data to their clients. Though as you cited earlier the debate as to the relevance and legitimacy of CGM is continuing.-Who, within the organization, will own the process and tools of analyzing CGM?Also don't know the answer to this question, especially if traditional market researchers snub the new discipline. The services are certainly being targeted at PR, product managers and marketing staff. I think it just depends on the company and the customer relationship.-How will the learnings be integrated into the current enterprise analytic platforms?On a piecemeal basis. Though it would be interesting to see Google do something.-How does this change the roles of creative, analytics and brand marketing?More consumer generated creative possibly? I think at the very least CGM analytics will help brands to notice extreme trends in the market place. I think it might help to forestall disasters early on. Though you still have to act on information.-What do you think?I think this area of marketing measurement is one of the most interesting to study for today's brand marketers.