cgm conspiracy

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The current crop of brand monitoring tools and services are criminally deficient and do not serve the correct market.

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  • France Tlcom Division R&D, San Francisco D1 - 02/12/09

    CGM Metrics Industry Analysis

    A Contrarian ProposalAlan D. WIlensky, Analyst, vCastProfiles

  • France Tlcom Division R&D, San Francisco D2 - 02/12/09

    New CGM vs. Brand Equity Consulting Establishing the Practice of CGM Services is not centered solely on

    Technology.

    The primary hindrance comes not from the early sector leaders Cymfony, Umbria, Etc.

    The multi-billion dollar brand equity and consumer demographics agencies are total owners of the Fortune 1000 in CPG, CE, Automotive, Etc.

    Mid-Market companies do not control enough brand equity to benefit from CGM services due to low-frequency of "mentions".

    However, the SME is the recipient of brand choices, and must adjust philosophy as to catalogs, relationships, and services outcomes.

    A line must be connected between BI data from Call centers and CS info, and the in-the wild CGM metrics.

  • France Tlcom Division R&D, San Francisco D3 - 02/12/09

    Late Breaking News

    Cymfony Acquired by TNSAn Advertising Research ConglomerateOne Step Below Brand EquityWhat Does This Mean?Cymfony Topped Out Production / HiringBrand Suitors NOT InterestedAs Stated in Flair Report, CGM Metrics will Steer

    Ad buying, Recommendations, CatalogsNow Cymfony is Hiring Again

  • France Tlcom Division R&D, San Francisco D4 - 02/12/09

    Segmentation Shifting Underfoot

    Agencies Zero Tech Footprint (Umbria)CGM Hybrid Practices (Cymfony, Buzzmetircs)ASP models absent, but not undeclaredOther metrics (Influence, Buzzlogic)Expert Consultants (i-Alias, You-Know)Integrators IBM, EDMS soonBI not for deep analytics, but for outcomesTools

  • France Tlcom Division R&D, San Francisco D5 - 02/12/09

    Sector Derivation1ST QUADRANT DERIVATION SECTOR SPLIT

    Services w/Technology Footprint

    Expert NLP Consultancies (i-Alias, You-Know)

    Agency Services with Zero Technology Footprint(Umbria)

    Tools - ASPs

    Cymfony and Buzzmetrics

    Refine Custom Queries Through Iterative Process 8-12 weeks

    Sell by Custom Contract - 4-8 week closing process

    Best Clients (internal brand mgrs. Unfamiliar with metrics)

    3-5:1 Team Burden of support to production

    Labor Limited

    Considering more stock and syndicated reporting to address labor

    The dash board value add is also a custom features and slowsengagement

    Early wins, slow growth, poorly integrated with standard brand equitypractices.

    Some of the 1st rounds are very unhappy.

    Buzzmetrics looks the most like a standard agency with sector analysts

    Stock and Syndicated Research Mid-Long Term Objective

    Labor Limited

    Relies on Analysts in a Brand Practice Model

    Migrating to Wide Field Coverage, similar to Publishing Co.

    Need to Automate the freshening cycle and automated userssubscriptions (easy)

    May be 1st tier takeover target

    Under the gun to shorten latencies

    Good model for now, good if syndication goes as planned

    If not, Goodbye, it was fun.

    Old line Brand Managers understand Umbria model, not the data, perse

    Best for setting up in-house expertise, and they deliver

    are leading experts in open source NLP tools

    Have advised most of the high profile leaders

    Small, autonomous, busy, collegial

    Best results by far

    Not suited to Brand Managers of the Old Guard

    Suited to the New Age Technocratic Brand Boys and Girls

    Poorly Marketed - that's the way they like it - iconoclasts

    Good to have in your corner, no competition in the large scheme

    Buzzmetrics only ASP - but few details as to costs and deployments

    Slim evidence of hosted CSA services in the wild

    Tools sector speaks a different language than CGM agencies

    Slim differentiation between old line BI vendors

    Open Source Cultural Split

    Licensing Models are moderating but ghastly

    2:1 ration of services to licenses - profitable

    All crow the same story

    Some newer crossover tools need old-line vendors for what they dobest, entity extraction and metadata

  • France Tlcom Division R&D, San Francisco D6 - 02/12/09

    Trends

    Custom to Syndicated Research more cost efficient

    Low Cost or Free via UTB via blog hosts and aggregators

    M&A early indications of shift to advertising analytics support, and failure to impress brand equity giants trend too early to call

  • France Tlcom Division R&D, San Francisco D7 - 02/12/09

    Problem Extraction2nd Quadrant Problem Space

    Focused and Hand Optimized Results

    NLP Tools of the New Age

    Experts

    Optimization Occurs at Project or Thesauri Level (LXA)

    Beyond CSA - Expansion of Metrics

    Modular Ontology's for fine grained detection ofintergenerational lexicon

    Expansion to wider arena of social media sphere

    Deep Analysis of large durable goods market for MNCs

    Massive Samples

    Competes with Brand Equity Practices

    High Level Quantitative Metrics

    Same problems, different presentation

    Pure Feelings and Live Reporting for Politicos

    Most Difficult to Solve

    Headlong Rush to Serve 2008 Presidential Campaign

    Big $$$$ in % of ad buy

    Its already late to start

    Large Demographics Firms on the case

  • France Tlcom Division R&D, San Francisco D8 - 02/12/09

    Resell Space3rd Quadrant Problem Space Resell

    MNCs high mentions of durable and high touch goods

    Head to head with classical brand practices

    Data is a curiosity at present but has provided early wins

    Nothing for SME, yet.

    Low mentions, victims of brands represented

    SME needs way to reconcile brand and catalogrecommendations.

    Deep Analysis of large durable goods market for MNCs

    Massive Samples

    Competes with Brand Equity Practices

    High Level Quantitative Metrics

    Same problems, different presentation

    Pure Feelings and Live Reporting for Politicos

    Most Difficult to Solve

    Headlong Rush to Serve 2008 Presidential Campaign

    Big $$$$ in % of ad buy

    Its already late to start

    Large Demographics Firms on the case

    Utility CGM Farming - the UTB

    Ultra low-cost data returned via web services API

    Built in sentimeters ala FAST

    Drive Prices to the Floor, opens new market for value addeddata visualization and integration VARS

    Brand Reporting Library as a result of syndication

    End of the era for the 200k 10 week engagement

    The Jump is Coming as Experts are Replaced by Refined Technology

  • France Tlcom Division R&D, San Francisco D9 - 02/12/09

    Business of Brand

  • France Tlcom Division R&D, San Francisco D10 - 02/12/09

    Brand Channels

  • France Tlcom Division R&D, San Francisco D11 - 02/12/09

    Crossover

  • France Tlcom Division R&D, San Francisco D12 - 02/12/09

    Value Chain SegmentationMNC: Fortune 500 CPG, CE, and Automotive

    spends 100's M to billions on brand equity

    Curious about CGM, threw a few bones to the leaders

    Concerned that there are no standards between vendors measurements differ for identical training sets. Disconcerting.

    Awaiting integrated solutions with full metrics

  • France Tlcom Division R&D, San Francisco D13 - 02/12/09

    SME $$$ Sensitive

    SMEs not Brand Owners

    SME is Interventionist

    SME Seeks Catalog and BrandGuidance

    Interested in Outcomes

    SMEs are Cost Sensitive and not thetypical Brand Equity Client

    SMEs are the subject or victims or brandchoices

    Services Corps are interested in real-timestats from call centers

    Distributors and Sales orgs. want tomonitor the brands they represent

    SME wants to Act and Adjust in Real-Timeas Influence Action Oriented Enterprise

  • France Tlcom Division R&D, San Francisco D14 - 02/12/09

    Value Chain cont. SME: Tough nut to crack victim, not owner of brand.

    Greatest Disruptive Opportunities !!

    Q: An empty, unexploited sector why?

    A: Requires creativity, resources, tangential thinking

    Needs a flex model to span MNC services that connect to SME's that represent their brands, and

    A model that delivers daily, cost effective, actionable brand intelligence.

    Current CSA offerings are woefully inadequate for both the MNC and especially SME not actionable or relatable to operations, interventions, decision support.

    This is why the early entrants have modeled after agencies (add expert commentary).

  • France Tlcom Division R&D, San Francisco D15 - 02/12/09

    Balanced CGM ServicesEvolving Metrics and Services Value Spectrum - A Young Industry Still Evolving

    S I A I PSentiment Influence Attention Intention Provenance E/$ Ratio

    Engagement /Dollars Ratio vs.Maturity of Metric

    CGM CSBI

    Balance & Reconcile CGM with CSOutcomes and Report in Real Time with

    Mobile J2ME handsets

    Real-Time Audits

    Live CS Stats

    Compare with CGM Data via UTB and Dealers / Distributors List

    Magic Triangle

    SpeechRecognition

    NLP - Stats MobileReporting

    Ads

    - Fe

    esFor the SME

    A Real-Time Reporting and Alerting Tools to Measure Outcomes andCatalog Performance

    Does CSBI Match CGM Metrics in the Wild?

    For MNC

    Measure and Reconcile Dealer / Distributor Performanceand Match Against CGM metrics in the wild.

  • France Tlcom Division R&D, San Francisco D16 - 02/12/09

  • France Tlcom Division R&D, San Franci