A Research Ode to Jerry Maguire: Help Me Help You By Jayne Hickey March 29, 2010
Posted by Mark Blei in : Staff posts , trackbackThe industry has challenged us (research folks) to help connect the dots, to become story tellers, to use our experience and expertise to provide insights instead of hiding behind numbers. And pardon the slight undertone of the “double-dog dare” here but I re-challenge the industry to embrace our response. I’d hate to use this platform to push more of our products, so I apologize if it sounds that way, as this isn’t my (full) intention.
DL has recently launched the Connects™ suite of solutions which is meant to connect (yes, not so subtle, I know) our beloved attitudinal metrics with other metrics that are needed to fully comprehend the impact of a brand’s marketing effort. We have partnered with one of the best in behavioral measurement, Compete, to bridge the gap between the attitudinal and behavioral impact of a campaign. We have partnered with IRI to link campaign performance to offline sales data and most recently we have partnered with Cymfony to broaden our social media capabilities.
AdIndex and CrossMedia allow us to tell our clients how their planned media campaign performed, but what about their earned media? The ways in which people are talking about your campaign to peers and their social graph has just as large of an implication and is just as important to understand, if not more. As consumers shift their trust further and further away from advertising and closer and closer toward peer recommendations your brand’s social clout is central. Our partnership with Cymfony allows us to tell a more enriched story of the “well, what else happened and why?”
Some of the hesitation that I have seen from clients in regards to our partnership with Cymfony is the fact that we don’t use a control/exposed methodology. Social media measurement is an art of listening. We can’t, at this point, technically determine campaign exposure among the speakers because we can’t check the cookies of someone who posts a comment, no one can. As a matter of fact, I’m not even convinced that we should be allowed to do so. But what we can do with AdIndex Connects: Cymfony is integrate analysis of the millions of discussions occurring everyday on social media sites, blogs and message forums with our data to both quantify the effect of a digital campaign on brand perceptions as well as understand what consumers are saying about the campaign. As Ann Green, SVP of Marketing Solutions at Millward Brown said, “Our partnership with Cymfony will allow us to leverage social media measurement to arrive at holistic insights that can truly drive our clients’ businesses forward.”
So to quote another very wise, yet fictional, individual by the name of Jerry Maguire, “Help me help you.” Be open to our approaches that don’t use control/exposed. I know it can be scary and while we all love cookies, there are other methods (don’t tell anyone I said that). And finally, “you complete me” much like AdIndex Connects: Cymfony will complete your research story.
Jayne Hickey
Client Services Research Supervisor
Jayne Hickey Dynamic Logic Client Services Research Supervisor
Comments»
no comments yet - be the first?