BuzzLogic Launches Conversational Dashboard
Today, San Francisco based BuzzLogic launched its Conversational Advertising Dashboard – an easy to use tool designed to make media buying simple across a complex social media landscape. With ad budgets shrinking and the demand for quick, provable results higher than ever, advertisers are under the gun to get the most bang for their meager budgets. Add to this, the reality that both agencies and corporate marketing departments are laying off staff, and you have fewer resources working in pressure-cooker environments to produce quality ad content for a marketplace -microblogs, forums, and other venues where real time conversations happen- that is still not well understood.
As any account manager will tell you, the first question at the end of a campaign is not, “What did people think of the ad?”, it’s “Did the ad meet its target?”. And then the follow up questions…how many people clicked on it? …where did those clicks come from? …what were those people discussing? us? our competition? …did they already know our products? …and so on.
In other words, “Did the ad perform well, and can you prove it?”
BuzzLogic’s Conversational Advertising Dashboard for brands and agencies allows you to answer these questions with provable data that is not only easy to gather, but highly transparent and measurable for the client. This sort of data gathering and targeting is BuzzLogic’s specialty and part of what makes them successful with clients ranging from 360i to OmnicomMediaGroup, both of whom participated in, along with other customers, in an early beta of the dashboard. The platform is available in wide beta as of today.
According to the company, “BuzzLogic’s Conversational Advertising Dashboard gives advertising buyers and planners the tools they need to more effectively target and communicate messages to customer audiences and influence purchase decisions. Visual and metrics-driven insights provide full campaign transparency, showing which publishers are running the ads and the exact content in which the ads are placed. The tool also enables marketers to quickly scan historical posts by publisher and assess conversational tones. Additionally, a conversation social graph illustrates the sites that are contributing to and extending the conversational thread out to further engaged audiences. As a result, advertising messages and creative can be tailored to reflect the specific content of targeted conversations, driving more relevant, effective campaigns and, ultimately, deeper audience engagement and better ROI.”
“Brands want to be where customers are most engaged online and increasingly that’s within conversational media,” said John Donahue, global director of business intelligence analytics, OmnicomMediaGroup. “But, before advertisers can realize the promise of this platform, we need the insight, transparency and control that has been lacking thus far. BuzzLogic’s Conversational Advertising Dashboard is the only tool I’ve seen that makes it easy to understand online conversations as they relate to advertising performance, enabling us to increase the efficacy of campaigns and justify the spend.”
Courtney Hughes, VP Strategic Sales, BuzzLogic took me through a demonstration, based on real customer data, and all I can say is I wish I had a tool like this back in my agency days!
Conversational Advertising Dashboard features include:
- Transparency: Visual and metrics-driven insights provide full campaign transparency, showing which publishers are running the ads and the exact content of conversations in where ads are being placed.
- Social Intelligence: Conversation social graph provides a roadmap to understand the topics being discussed, the size of the conversation, and the publishers connecting around certain topics.
- Performance Insights: Performance data available on a per-conversation basis, allowing advertisers to determine creative performance.
- Campaign Control: Advertisers have complete control around where ads are placed, and can easily select sites for review and potential removal from campaigns.
- Deeper Metrics: In addition to traditional campaign reporting on impressions and clicks, the Dashboard provides metrics within each conversation being targeted, including the IAB social media metrics, measuring conversation size, site relevance, author credibility and content freshness.
To use an example, let’s say your company has ads running on a particular blog and during the time your ad is running, the blog conversations are centered primarily around your company. You might find that those ads have a low click through rate because participants in that blog’s conversations are already expert on your company’s offerings and/or are existing customers. So, while at first blush, a you might think of pulling your ad from that site, the agency could argue that this captive audience of existing users might be a perfect target for up-sell ads or new beta announcements, etc. Clients might also see other surprising results, such as very high click through rates for their ads on sites where their competitors are the subject of discussion, as we saw in the demonstration I was given.
At the end of the day, anything that allows one to prove the value of their service whilst providing a real path to increased sales, especially in something as murky as online advertising -in the even more murky social conversational landscape- is worth its weight in virtual gold in my book. Very impressive.
Learn more: http://www.buzzlogic.com
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