Social media analytics have primarily focused on the conversation surrounding the brand with little attention paid to the characteristics of the audience driving that conversation. By understanding online audience demographics, we provide a deeper understanding of “who” they are. Deeper insights lead to a smarter marketing and advertising approaches. We analyzed individuals online who discussed [...]

Companies Join Forces to Provide a Robust, Integrated View of the Consumer MINNEAPOLIS and BOULDER, Colo., Feb. 17 /PRNewswire/ — Iconoculture, the leading cultural trend research company, and Collective Intellect,the leading provider of real-time market intelligence through advanced digital-media analytics technologies, today announced a partnership that focuses on bringing the marketplace one big step closer [...]

Traditional market research has a new information channel – social media. According to Forrester, by the end of 2009, more than 85% of US online consumers will be reading or viewing social content. Market research that does not take into account brand- or product-specific online user-generated content – blog posts and re-posts, product reviews, rich [...]

This chart assumes an average of $3 million per 30-second spot. GoDaddy achieved the best “dollars per social media conversation” rate, followed closely by Doritos. However, considering that Doritos’ commercials were consumer-generated, their ad budget would have clearly been significantly lower. Pepsico and Coca-Cola’s soft drink brands were grouped together, as were Anheuser-Busch’s varieties.

Part Two of our three-part Super Bowl report is now available. The last report covered online activity during the game, and a long-term analysis of the ’08 game. This one covers all online activity for the 24-hour period after the game. Pepsi maintains its dominance, but several other advertisers gained a lot of momentum since [...]

This year’s Super Bowl generated an enormous amount of online response – arguably due to the ads more so than the game itself, with 3D effects, new logos, and celebrity icons. Collective Intellect determined results within hours after the game. We’ve created a comprehensive report with our findings that we will make available as PDF. [...]