Bundles Reshape Information Retrieval
May 4, 2011
Vendors of enterprise search systems are looking for ways to pump up interest in their sometimes ageing technologies. Now the trend is surfacing in content processing. I read with interest “GfK Partners with NetBase.” The story announced infoTechSpotlight. GfK’s market researchers and NetBase’s social media analysts will work together to build what will most likely become imperative marketing tools.
The article elaborates:
Through this strategic alliance, GfK will use the NetBase platform, social intelligence warehouse, analytic tools and scorecards to provide clients with insights that integrate social media ‘listening’ with other market research methodologies. GfK’s analysis of consumer conversations and sentiment occurring across the spectrum of social networks and other digital platforms will enhance GfK client engagements, providing a deeper understanding of the dynamics and drivers of brand affinity including brand health, customer experience, and corporate reputation to guide current and future marketing initiatives.
The third entity involved here is ConsumerBase, whose social intelligence warehouse underpins NetBase’s platform. Their vast cache of consumer behavioral data is gleaned from across the Web. I don’t want to drag the mobile phone tracking flap into this write up, nor do I want to dwell on the interest some attorneys have in looking at public Facebook content in order to find a legal angle for a client.
What’s important is the wrapping of several different technologies in a package that looks and smells fresh to marketers who want an advantage. Consumer commentary about products, brands, and corporations provide valuable insights. From damage control to leveraging trends, soon no company will want to be without tools such as these. Search and content processing are the ingredients for these new bundles.
Cynthia Murrell, May 4, 2011
Freebie
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