How customer reviews can define your advertisements

Posted on November 10, 2008. Filed under: Customer Insight Portal, Leximancer, Webinar | Tags: , , , , , , , , |

In an age where the average advertisement costs thousands of dollars and requires hundreds of staff hours – and when a 30-second commercial spot during the Superbowl is nearing upwards of $3 million dollars – companies need to ensure that their ads are being put in the right place and at the right time.

Not every company needs a Superbowl commercial to hit their target audience. Consumers can be reached through so many outlets – including the Internet. With hundreds of review sites like Amazon, Buzzillions, CNET, etc. that contain hundreds of trustworthy reviews from consumers that use your product or services, companies can use this information to gain actionable customer insight and allow themselves to target their advertisements appropriately.

In Leximancer’s most recent Webinar, this notion was discussed. While analyzing reviews on a Canon camera lens from both Amazon and Buzzillions, The Customer Insight Portal was able to identify key issues and themes relating to reviews from each site. When comparing reviews from both, you could see that consumers on Amazon had much different opinions than those on Buzzillions.

Map highlighting the common themes and concepts from Amazon reviews

Map highlighting the common themes and concepts from Amazon reviews

While one set of reviews focused on the more technical aspects of the lens, the other focused on accessories and general features. Ultimately, it would make sense for Canon to tailor to these consumers accordingly – placing ads on Amazon that promoted some of the more technical aspects of the lens, and focus their ads on some of the available lens accessories on Buzzillions.

By being able to take customer reviews and use text analytics to identify the common themes and concepts associated with such, Canon and companies alike can really focus and target their advertisement efforts. In turn, by focusing their ads on what customers are already speaking about, companies would likely see a greater return on investment – proving that when done right and done smart, targeted advertising efforts do pay off.

Join us for our next Webinar,  Don’t Just Monitor Social Media…Analyze and Act On It, on Wednesday, Nov. 19 at 1:00 p.m. EST for a discussion on monitoring social media and how to use what people are saying to understand why they are saying it. For more information or to register, click here.

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3 Responses to “How customer reviews can define your advertisements”

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cool little graph, although it does take some studying to get the gist of it.
-jack

Hi Jack,
If you could send me your e-mail address I’ll send you a much clearer map that illustrates the point visually in one blink of the eye (neil@leximancer.com)
Neil

Here there from Buzzillions (PowerReviews). I am happy to you put us head to head with Amazon. We believe that we have a great set of users and data here at Buzzillions and I would be very curious to see what you would say about a brand in some of the soft good categories like Baby & Sporting Goods.

Keep up the work analyzing all that brand data. We look at it all the time and there certainly are a bunch of gold nuggets in there.

Thanks again,
Joshua


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