Social Advertising Intelligence
June 24th, 2008The Social Marketing Intelligence company ? Xtract has just released a paper on Social Advertising Intelligence
There are many people, companies, striving to make sense of the networked world from a commercial perspective – this started right back in time when Murdoch bought myspace – but many still struggle with how – and there is a very obvious reason for this – the traditional inventory is mostly inapproriate in a social media space.
As the Chief Editor and Publisher, Jason Pontin of MIT Technology Review – said of Xtract
You are solving the billion dollar most burning question, and, this is the most comprehensive solution for social media advertising I have seen. When I see something like your presentation, I feel it makes sense to travel a long way to this kind event
So I suggest that it would be worth downloading the paper to get a better insight into how advertising works in the world of the Networked Society
As we asked the question a while ago Do you want 6 feet of junk mail or a 29% response rate?
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Loading ...Posted in: Advertising, Economics, Media, Networks, Social Networks, Statistics, Strategy, Trends, Web/Tech
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One Response to “Social Advertising Intelligence”
By Michael Foulds on Jul 2, 2008
Dear Alan
I enjoyed the Xtract White Paper, which prompted a couple of thoughts.
First, the three-dimensional profiling approach offers means that even where demographic data is missing, we have enough through social connectivity and behaviour that we can infer key demographic data about members of the network, on the sociological principle of homophily (like attracts like). For example, where demographic information is missing, by examining the community structure around say known teens, we can infer key demographics of community members where data is missing.
Even more powerfully (to me), the behaviours of key individuals can help us to infer the likely behaviours and attitudes of others in their community. For example in some social network research I did on mobile users a few years back, we saw that in communities of connected people with MMS-capable phones, the active MMS users didn?t even bother sending MMS to certain users, who in turn never adopted. Of course those the active users did send MMS to were more likely to become users themselves. While it?s difficult to say which causes which, the view I lean to is that members of the community have a better understanding of the likely behaviours of their connected members, and in this case, decided not to bother sending MMS to those who were unlikely to reciprocate. For us as marketers, it was like being able to use the community as a kind of mirror to understand the attitudes and likely behaviours of consumers we couldn?t assess directly ? even those who were ?off-network?.
Cheers,
Michael