By Chris Kerns (auth.)

ISBN-10: 1137479566

ISBN-13: 9781137479563

ISBN-10: 134950243X

ISBN-13: 9781349502431

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Extra info for Trendology: Building an Advantage through Data-Driven Real-Time Marketing

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Brands can chime in to show their patriotism and stay on topic with a large audience. Brand-to-brand RTM is a new form of communication that tends to happen mostly, but not exclusively, during big events. This is when brands decide to call each other out on a social network, and it can take many different forms. It can include one brand congratulating another on a funny or effective RTM piece of content during an event. It can be a brand surprising another with a message, hoping the other brand joins in and that both brands can benefit from the increased exposure.

Media pundits and industry influencers have all chimed in, claiming to know whether RTM will succeed or fail. But for the most part, their opinions are biased, knee-jerk reactions, or at best a collection of anecdotal examples of a brand benefiting (or not) from their real-time efforts. This is nothing new. As Michael Lewis detailed in the excellent Moneyball, the Oakland A’s brought the practice of deep statistical analysis (also known as sabermatrics) to baseball, and were the first team to break the cycle of relying on gut instinct and outdated measurements to value available players.

To each his own. But even with all the diverse strategies, brand voices, and social tactics, patterns still emerge with how brands use social media. And if we use data in a smart way, we can find those patterns and learn from the best. 1 DiGiorno’s social media team, tweeting during the 2014 Super Bowl Brands on Twitter—The Data Let’s stop talking anecdotes and start looking at some data. My end goal here is to see how real-time marketing stacks up against other social strategies that brands and media companies use every day.

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Trendology: Building an Advantage through Data-Driven Real-Time Marketing by Chris Kerns (auth.)


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