SEER: marketing intelligence tool

Clients utilize SEER in different ways to achieve specific results. Below are possible SEER-enabled activations that allow our analysts to develop a customized solution for each situation.

Ecosystem discovery and mapping. Starts from a group of key sites and terms, and organically builds out the relevant ecosystem around the topics, maps the paths of communications throughout and identifies edge node opportunities.

Competitive monitoring. Builds custom dictionaries around competitors’ brands and products, and tracks the effects on an ongoing basis, placing them in relation to SEER client brands and products.

Word-of-Mouth strategy. Monitors the ecosystem in an ongoing manner, provides a complete understanding of the online environment as it relates to the core target and helps in the development of complete strategies for maximizing word-of-mouth efforts.

Content strategy. Through ongoing monitoring of the ecosystem with a focus on the content generated and utilized by the consumer, provides the foundation for recommending appropriate content for all communications.

Campaign tracking. Based on custom dictionaries built around a campaign, can track its effects on the ecosystem and, over time, measure effectiveness against predetermined metrics.

Influencer identification. Based on actual ecosystem behavior, identifies influential nodes by tracking the linking patterns within the ecosystem over time and highlight whether the influence is topic-based or author-driven.

Product sentiment. Using custom dictionaries around a product – new or existing – SEER accurately tracks current sentiment and quickly notes any changes, allowing for fast, appropriate reactions.

Digital persona development. Based on behavior online, creates personas to represent consumer segments as they exist within the ecosystem, aligning them either along intended categories or with opportunities for multiple category interest.

Alternative affinity opportunities. Evaluates other conversation topics within an affinity-based ecosystem, and looks for other areas of affinity that may offer a different channel or mode to reach the targeted consumer.

PR spread. Monitors the actual effectiveness of the “spread” from the points of origin online and determines how many people are linking to those points and where their links go from there; also tracks response to PR efforts by actually looking at the content generated around them.