Entries by Walter Adamson

Which Is The Best Social Media Monitoring Platform?

Two leading analysts of social media monitoring tools updated their 2016 assessments during the last couple of weeks, with strikingly different results. One of the assessments caught Sysomos in the middle of post-acquisition integration challenges, and the other after things had started to hang together. Sysomos leads and lags, at the same time Forrester (The […]

Why Twitter Location Filtering Is Not The Answer You Think It Is

It's always exciting to see a smart new social media monitoring product with jazzy new visuals and clever ideas like WYSIWYG geofencing. But just like many data visualisations the buzz might be a lot greater than the substance. The purpose for which you intend to use these features, and the details, will determine their true business value. In the case of Twitter geo-filtering the value is often misunderstood. One of the most common 2 questions* we get asked is about Twitter geofiltering and geofencing.

Social Sales, ANZ and Apple Pay – Seizing The Moment

When ANZ Bank took the other local banks by surprise and launched Apple Pay last Thursday social media exploded, and it was not good news for the other banks with ANZ resourced and ready to poach disenchanted customers from the others. The launch of Apple Pay was an event carefully planned and resourced in social media by ANZ, even to the point of the CEO being filmed using Apple Pay for Twitter and the issue of a Twitter recap on Friday.

How did Melbourne Fashion Week lose its mojo? #msfw

Melbourne Spring Fashion Week has been a big success in social media, particularly in 2015, and a showcase for IBM and its IBM Studio & Interactive Experience talents and platforms. Surprisingly, the current 2016 event has fallen short of social media expectations. Our research shows that a different role for images (and Instagram) may have […]

Why customer behaviour should drive your audience segmentation

It is becoming both more important and more possible to segment audiences into not just demographic personas but also behavioural personas. Action and reaction It’s a infrequently made connection that the phrase “be careful what you wish for” is a guiding principle of effective deployment of predictive analysis. The reason is as follows: you may […]

Marketing agility at scale

Marketing, sales and customer service are becoming blurred as customers navigate digitised journeys and expect consistency and reponsiveness across all touchpoints. This requires marketing agility, at scale. Agility requires data, action and revision Agile, in a marketing context, means using data and analytics to continuously source promising opportunities or solutions to problems in real time, […]