1 Web Marketing Research Hsinchun Chen May 2008. 2 Overview Sentiment index: Michigan Consumer Sentiment Survey, BrandIndex.com Marketing tools: MarketTools,

Slides:



Advertisements
Similar presentations
PROQUEST SIRS ISSUES RESEARCHER INSIGHT INTO TODAYS LEADING ISSUES Online Tutorial sks.sirs.com | proquestk12.com.
Advertisements

SOCIAL MEDIA & PHYSICAL ACTIVITY PROMOTION: MAKING THE CONNECTIONS Presented by: Sandra De Freitas
August 23, 2013 Social Media Audit. Overview  Goals –Evaluate current social networking status –Identify trending topics and social influencers –Provide.
1 © 2010 SAGA Worldwide, LLC. All Rights Reserved.
6 Biggest Mistakes Companies Make Using Social Media HELPING BUSINESS USE SOCIAL MEDIA MARKETING FOR A
Social Media Intro to Business & Marketing. The most three most trusted forms of advertising are: Recommendations from people I know - 90% Consumer opinions.
SEO & SMO Working Plan Copyright © Orion Computech | | - | Skype: - vishal.orion.
Rajiv Parikh CEO, Position 2 Contact:
Company and Services Overview. Overview of UBL Suite of Services Flexible Pricing Partnering with UBL Ease of Integration Open Discussion.
Steven Zisman David Dunford Adeel Arif StumbleUpon.com.
Web 2.0 and Collective Intelligence Mark Levene (Follow the links to learn more!)
Search Engine Marketing Free Traffic for Your Web Site Paul Allen, CEO
Slide 1 smallbiztrends.com Blogs: Today’s Marketing and Sales Tool for Business SEM Made Simple Anita Campbell – May 2007.
Existing tools to analyze Blogosphere. IceRocket Ice Spy – Spy on what others are searching. Blog Trends – Identifies the trend of particular terms in.
A Brief Overview of Social Media UW PRSSA May 21, 2009 Jessica Randazza.
Creativity Design and Cognition Gopal Kaushik – Rohit Sureka.
SEO: Past, Present, Future Name Company Twitter. SEO Tips from Website Grader Lessons from 2,602,042 websites.
+ Beginning Blogging by Six Sisters’ Stuff. + Just start! What do you want to blog about? What are you an expert in? What makes you unique? What are you.
Seorak. Internet Marketing Steps For Web Promotion: 1. Search Engine Optimization 2. Social Media Optimization 3. Internet Research These are basic steps.
Internet Marketing Mix Ivan Surjanovic, Copyright 2014 by iPower Lab
Web Content Management at GCN.com The Gilbane Conference: Content Technologies for Government Alec Dann SVP of Internet Publishing PostNewsweek Tech Media.
8/16/2015 Search Engine Optimization (SEO). Keyword Research After closely monitoring the competitors we have come up with the business keywords that.
PNC 2011: Pacific Neighborhood Consortium S-Sense: An Opinion Mining Tool for Market Intelligence Choochart Haruechaiyasak and Alisa Kongthon Speech and.
The gaps model of service quality
Implementing IMS Common Cartridge Warwick Bailey, Director Icodeon Ltd Cambridge, UK.
Your Attention, Please Aaron Wall SeoBook.com. Infinite Competition Smarter algorithms & aggregators Social media Outsourcing Better, cheaper, & faster.
Web 2.0: Concepts and Applications 2 Publishing Online.
More than words: Social networks’ text mining for consumer brand sentiments A Case on Text Mining Key words: Sentiment analysis, SNS Mining Opinion Mining,
© 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
E-Marketing 5/E Judy Strauss and Raymond Frost
SOCIAL NETWORKS AND THEIR IMPACTS ON BRANDS Edwin Dionel Molina Vásquez.
AVI/Psych 358/IE 340: Human Factors Web 2.0 November
Applied PR 2.0 Blogosphere and Online Media Research Findings.
Web 2.0: Concepts and Applications 2 Publishing Online.
PUBLISHING ONLINE Chapter 2. Overview Blogs and wikis are two Web 2.0 tools that allow users to publish content online Blogs function as online journals.
No MNC in India For Internet Marketing
Chapter 11 Online Reputation Management Learning Objectives  Understand that listening to the buzz online is a crucial step in the online reputation management.
FITT Fostering Interregional Exchange in ICT Technology Transfer Communication & Collaboration Tools.
Market Research and Testing The Key To Business Success Revised June 2010.
Getting Business Performance through Blogging Sanford Dickert Rawlings Atlantic.
Search Engine Optimization 101 What is SEM? SEO? How can I use SEO on my blogs and/or my personal web space?
*Erasmus University Rotterdam P.O. Box 1738, NL-3000 DR Rotterdam, the Netherlands † Teezir BV Wilhelminapark 46, NL-3581 NL, Utrecht, the Netherlands.
How Useful are Your Comments? Analyzing and Predicting YouTube Comments and Comment Ratings Stefan Siersdorfer, Sergiu Chelaru, Wolfgang Nejdl, Jose San.
PART 1: INTRODUCTION TO BLOG Instructor: Mr Rizal Arbain FB:Facebook/rizal.arbain Website: H/P: Ibnu.
Social Computing Social networking, Social software.
Welcome Back Lab 7- Gaining Internet Credibility; How to get other great websites to link to you.
Social Media Primer. Social Media is Great For: Building awareness and attracting new business Fostering community Providing helpful content and information.
© Copyright 2008 STI INNSBRUCK TrustYou Ioan Toma.
A way to build your own Social Network. Purpose Help people build their own social network Reach their audience and expand further Make it easier to build.
2 Is the #1 geo-targeted digital media company in the world Operates more than 500 city specific healthcare websites: –i.e.
Social Media Marketing Lecture 1 Course Overview.
Marketing Research The Process. Marketing Research Is Important, Blah Blah Blah… Now What? 1. Define the problem/Set goals 2. Gather data 3. Analyze the.
Realtime Financial Monitoring and Analysis System May 2010 Lietu Search Engine.
© Nous Infosystems Pvt. Ltd. – Confidential Social Engagement for Banks and Financial Services Leveraging 19 years of expertise in global software services.
Social Media & Social Networking 101 Canadian Society of Safety Engineering (CSSE)
CONSUMER BEHAVIOR, MARKET RESEARCH, AND ADVERTISEMENT 중남미지역 11 기 국제비서학과 김미현 동아시아지역 11 기 중국어학부 김정희.
Social Media Strategies. Socialnomics Video Markets are conversations Silence is fatal…. The Clue Train Manifesto – published 2000.
C.A.R. RESEARCH HIGHLIGHTS June 5, 2008 Joel Singer Executive Vice President California Association of REALTORS®
TACTICAL APPROACH 0-3 MONTHS3-6 MONTHS6-9 MONTHS9-12 MONTHS+ 1) Listen Gain insights from listening to audience, Discover where the y “hang out” and what.
Social Media Marketing Lecture 1 Final Project Overview.
BEACHLINK WEBINAR. WELCOME TO BEACHLINK BeachLink is the exciting new social network designed for members of the Redondo Beach Chamber of Commerce & Visitors.
Proposal and Company Information Document CONTENT About Indagatio Research Our Research Offerings Why Indagatio Research Our Work Process Project Snapshot.
Ing. Athanasios Podaras, Ph.D
Thotwaves Innovations Welcome To SMM & SMO Activity Plan
Hispanic Consumer Sentiment Index
Overview Blogs and wikis are two Web 2.0 tools that allow users to publish content online Blogs function as online journals Wikis are collections of searchable,
Search Engine Optimization (SEO)
Introduction to Azure Machine Learning Studio
Presented By: Evan Urbania & Matthew Ray ChatterBlast Media
Overview Blogs and wikis are two Web 2.0 tools that allow users to publish content online Blogs function as online journals Wikis are collections of searchable,
Presentation transcript:

1 Web Marketing Research Hsinchun Chen May 2008

2 Overview Sentiment index: Michigan Consumer Sentiment Survey, BrandIndex.com Marketing tools: MarketTools, TrendIQ, Passenger Web sentiment and opinion: Blogspot, eBlogger, Technorati, ProgrammableWeb.com, Epinions.com Web marketing research opportunities

3 Michigan CSI University of Michigan Consumer Sentiment Survey, since 1952 (monthly) 500 telephone interviews in the US per month Five questions: –Q1…financial…better off/worse off than a year ago…? –Q2…a year from now…better off/worse off financially…? –Q3…business conditions in the country…good times/bad times financially…? –Q4…country as a whole…next five years…good times or unemployment…? –Q5…big things people buy for their homes…now is a good time to buy…?

4 Michigan CSI (cont’d) Index of Consumer Sentiment (ICS): Q1-Q5 Index of Current Economic Conditions (ICC): Q1 and 5. Index of Consumer Expectation (ICE): Q2-4.

5 Michigan CSI: Research Opportunities Automated Web collection and sentiment analysis of consumer confidence What forums, blogs, etc. to collect, and where? Experimental validation (correlation) of historical Michigan CSI vs. past sentiment of Web blogs and forums Experiment on world events-Web sentiment correlation Company Web sentiment index (based news, blogs, forums) vs. stock performance? Contrarian Sentiment Index for stock prediction?

6 BrandIndex.com A UK-based company; tracking over 1,100 consumer brands across 32 sectors on a 7-point scale Based on 2,000 online interviews/surveys per day from a panel of 200,000 (polling research) Seven points: buzz, general impression, quality, value, satisfaction, recommend, corporate reputation.

7 BrandIndex.com: Research Opportunities Web-based collection and sentiment analysis of product comments (news forums, blogs) Correlating with breaking news and events on products and companies Correlating with Epinions.com consumer sentiment evaluations Automating analysis of specific critiques of products and reasons

8 Marketing Tools Most companies developed online survey and marketing analysis tools for companies MarketTools: Online survey tools and communities; claim to have Internet text analysis ability for 50M sites (no evidence) TrendIQ: Analyze market shares, buzz trends, sentiment scoring, relationship ID, Internet share analysis, etc. Some graphing tools; but little evidence of capabilities or success (web site and results un-impressive) PeopleTrend.com: Powered by TrendIQ, Presidential Election Heat Map, CEOs of large company (un-impressive) Passenger: builds online branded communities

9 Marketing Tools: Research Opportunities Need to focus on convincing business cases and scenarios Need to provide good (understandable, insightful) visualizations for results

10 Web Sentiment and Opinions Many blog creation and hosting sites eBlogger: blog creation WordPress, Blogspot Where to find top bloggers in selected topics? Where to identify major forums for product, company, event, etc. opinions?

11 Technorati.com Many useful blog resources and data: Top 100 blogs, Top Tags, Popular, Ping, Widgets, Watchlist, Photos, Videos, etc. Blog directory grouped by topics, including: business, economy, stocks, sports, consumer products, health, politics, etc. Top news, videos, movies, etc. Top Tags for each blog (tag cloud) Automatic Ping support Mentions of tagged topic by day Widgets: blog searching and info, pinging

12 Technorati.com: Research Opportunities Automatic spidering of top blogs and contents by topics Pining of new contents Promising for products, companies, politics, health topics, environmental issues Trackback of popular blogs to develop social networks of communities How about international, multilingual blogs, e.g., Taiwan, Japan, Arabic, etc.? How about analysis of popular vidoes and tags for specific products?

13 ProgrammableWeb.com A major hub for Web Mashups; More than 650 Web APIs and 2700 Mashups; API Directory, Mashup Directory, Market Trends, Major Players Top Mashup Tags grouped by category Web 2.0 API Directory grouped by category, e.g., advertising, news, sports, health, maps, etc. Some major APIs: Financial APIs (25), News (10), Government (13), Medical (5), Shopping (32), Sports (5), etc. Each API site has detailed API information and examples for implementation. Most popular Mashups; Searching tag cloud

14 ProgrammableWeb.com: Research Opportunities Excellent site for identifying data sources for various applications, e.g., business, sports, medical, etc. Good integration of data sources and visualization for web What data/web mining opportunities?

15 EPinions.com A service of Shopping.com (an EBay company); Members are paid to provide quality, meaningful web reviews/comments for various product categories; use Web of Trust (of trusted people) Reviews are grouped by category, e.g., computers, cars, cameras, personal finance, sports, etc. Most reviews contain Rating (overall 1-5 and sub-categories), Pros, Cons, and free-text comments (specific to product) Reviews also link to product information, e.g, specs, pricing, vendors, etc.

16 EPinions.com: Research Opportunities Excellent source for training English sentiment polarity analysis algorithms – correlating free- text comments with rating scores Immediate experiment on English product- specific sentiment analysis algorithms Generic polarity analysis engine or product- specific polarity analysis engine? How to identify product feature like/dislike and reasoning based on product specs information (what do you like about this)? What about other languages, e.g., Taiwan, Arabic, etc. What about sentiment visualization?

17 Future Directions How/where to identify Web data sources for various topics (business, company, product, health, politics, environment)? What are the major news sources, forums, and bloggers? Need to develop and test sentiment analysis algorithms for various topics Need to focus on selected topics: company/product, environment, politics, health How about Taiwanese and Arabic contents? How about visualization?