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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Actionable Social Media: Introduction to The Customer Insight Portal

Posted on September 18, 2008. Filed under: Customer Insight Portal, News | Tags: , |

Join us for a Webinar on September 24!

This webinar will introduce a powerful way to gain customer insights from today’s ubiquitous social media.  The Customer Insight Portal provides the latest science-based method that enterprises are using to uncover customer insights to gain competitive advantage.   If you’re interested in understanding customer opinion and feedback, we’ll show you how to uncover unknown insights that can be applied to increasing customer loyalty and reducing customer churn.

Attendees will also receive a discounted subscription offer to The Customer Insight Portal.

Title: Actionable Social Media: Introduction to The Customer Insight Portal
Date: Wednesday, September 24, 2008
Time: 9:00 AM – 10:00 AM MDT

System Requirements
PC-based attendees
Required: Windows® 2000, XP Home, XP Pro, 2003 Server, Vista

Macintosh®-based attendees
Required: Mac OS® X 10.3.9 (Panther®) or newer

Space is limited.
Reserve your Webinar seat now here.

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