IBM Intros Social Media Analytics

IBM is looking to help the marketers to better understand in the Treasury of data scattered across social networks with its output, Thursday, of two cloud-based applications.

IBM Coremetrics Social is designed to help companies in their analysis of the business impact of their social marketing initiatives. The software uses the information that is publicly available on sites such as Facebook and Twitter to allow companies to determine the effectiveness of their marketing campaigns based on the social media buzz, retweets and other chat online.

Also published on Thursday, IBM Unica pivotal veracity email optimization Suite analysis of e-mail links that are shared between platforms, social media, giving marketers the opportunity to take advantage of opportunities through multiple communication channels, according to IBM.

"IBM Social Media Analytics approach is based on the understanding that people interact with the brand of the organization in a number of ways, including email, social networking sites and Web sites of the company"", and the true measure of the impact of the company requires a vision integrated interaction with these resources" said John Squire, IBM Coremetrics Chief Strategy Officer, in a statement. "The new social media software analytics unveiled [Thursday] will help marketers to develop targeted, highly measurable and effective social media marketing campaigns more."

Measure the ROI of social media remains a challenge for many organizations. Although nearly two-thirds of 2,100 companies surveyed were currently using social media channels or have plans to do this, only 12% of respondents said that they felt that they were efficient users of social mediaAccording to a study conducted by Harvard Business Review analytical Services, in partnership with SAS, released in December.

"Most organizations are in discovery mode when it comes to social media," said Alex Clemente, CEO of HBR analytical Services, in a statement at the time. "But significant participation in the survey of over 2,000 executives shows how the subject is important - and it is one they are trying to understand." "Many executives are eager to learn best practices in a rapidly emerging field that represents a new paradigm."

Like its competitors, IBM seeks to dominate this emerging field, and recently formed a consulting practice to focus on "More intelligent trade", designed to help customers address market digital today ' today - that IBM believes that it is an opportunity of $ 70 billion. New practice offers software for cloud analytics which allows companies to monitor the presence of their brand in real time social media and adapt marketing campaigns or create promotions based on the responses of consumersIBM said.

Social Coremetrics is based on IBM's Coremetrics continuous optimization platform and its suite of marketing, which uses a unified infrastructure and a set of tags to support all applications the company marketing, reduce the complexity of management typically found when dealing with the products of several fournisseursIBM said. With its cross-channel reporting benchmark capacity and monitoring of social marketing campaigns, social Coremetrics allows marks the effectiveness of their marketing initiatives and compare campaigns from competitors, according to IBM.

For example, companies can measure how many times their promotions - and those of similar companies - are shared via social networks, said the developer. Well-known marks can if waiting up to 38% of their special offers e-mail links to share via social media, IBM said, with an average of 28% of these links and then "beloved" or commented.

For its part, the suite Unica pivotal veracity email follows and analysis the E-mail links as users share through networks, giving companies the ability to identify, monitor and stimulate the perception of consumers of their brand, IBM said.

IBM announced in August that it would acquire Unica, a gesture which was part of the strategy of IBM to integrate analytics Web through channels, said Yuchon Lee, Vice President and General Manager of IBM Enterprise Marketing Management Group and co-founder of Unicaduring a keynote at OMMA Metrics in New York on Wednesday.

Marketers want integrated tools, he said. In fact, 87% of marketing professionals agree services marketing need a suite of integrated applications, said Lee, citing Forrester Research information.

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