Intelliseek
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- Synopsis
- Intelliseek harvests, filters, and mines the content of messages posted by consumers online and on discussion boards and blogs. For any specified consumer product brand, Intelliseek measures the volume of work-of-mouth and its valence (proportion of positive and negative comments) and produces organized sets of quotes in the manner of a focus group report. This "marketing intelligence" company has been successful selling its reports to the car industry, but finds it difficult to achieve client retention in other areas. New initiatives are suggested: (1) to arrange data in problem-specific templates so that it is more "actionable" and (2) to develop industry benchmark metrics against which the metrics can be compared in a more informative manner. The CEO of the company believes that the key to success is a streamlined, standardized approach to the metrics developed for client brands. The CMO believes that Intelliseek should go much further to capitalize on the opportunity to understand customers emerging from what he calls "consumer-generated media."
- Copyright:
- 2005
Book Details
- Book Quality:
- Publisher Quality
- Publisher:
- Harvard Business Publishing
- Date of Addition:
- 08/02/16
- Copyrighted By:
- HBS
- Adult content:
- No
- Language:
- English
- Has Image Descriptions:
- No
- Categories:
- Nonfiction, Business and Finance
- Submitted By:
- Bookshare Staff
- Usage Restrictions:
- This is a copyrighted book.