SEER: marketing intelligence tool

So how, exactly, does SEER work? Actually, it combines a suite of four individual tools to do its job: 1) a focused crawler; 2) custom dictionaries and parsing; 3) a web-based control panel; and 4) a three-dimensional visualization tool. An analyst then takes those components and applies them to a proven four-step methodology to optimize SEER’s effectiveness.

1. build out an ecosystem around a designated category.

This network of linked sites is critical to understanding who’s producing content and who’s reacting to it. And this is not a static process. The ecosystem is continually refined by adding and removing sites based on references from the ecosystem.

2. define taxonomies around a designated category.

This step allows the tracking of very specific content as it relates to the category, including opinions and sentiment, as well as “hot” topics of conversation as they occur.

3. monitor the ecosystem on an ongoing basis.

Consistent monitoring provides more accurate tracking of influence within the ecosystem based on linked behavior, and of overall content against specific marketing and communications efforts.

4. report on the status of the ecosystem and the changes in conversation.

These reports provide details on how influence within the ecosystem changes depending on timing and content; how consumers respond to marketing efforts; and what consumers relate particular products and services to and why.