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PRODUCT TRACKER
How are your customers using your product, and what
do they think?
Your customers come from all walks of life. But they have one thing in common. They bought your product. And some of them blog about it. A lot.
What if you had a way to listen in on what they were saying? How they use your product. How much it means to them. Features they wished it had. What they think of your competitors' products. How much would that be worth?
Umbria's Product Tracker module uses the input from consumer generated media (CGM) sources to provide insights into customer reaction to products and their features.
- Learn what they like, dislike, and why, in their own words
- Understand the feature(s) most important to them
- Assess how your product is being used in real life
- Discover new applications and/or product line extensions
Product Tracker's Actionable Insights
By understanding how customers actually use your product, you will get a more comprehensive picture into how well the current product satisfies their needs. By listening in, you'll get unique insight into their world, and how different user types think about your product and features.
Umbria's Uniqueness: Demographic Segmentation & Data Accuracy
Only Umbria has the ability to provide an analysis of your customers in the blogosphere by age and gender. Demographic segments typically show wide variation; that understanding is key to making good marketing decisions.
In addition, using CGM (Consumer Generated Media) is challenged by the prevalence of spam-which can account for as much as 80% of posts in some topics. Umbria cleanses the data using a 3-step process that includes using machine learning algorithms and human review to remove spam and other data that aren't pertinent to the clients defined topics.
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| PRODUCT OR BRAND HEALTH
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SONY BOMBS IN THE BLOGOSPHERE
Could Sony have avoided costs of hundreds of millions
of dollars in legal costs, product recall, and brand
rebuilding by keeping its ear to the blogosphere? In
its concern for protecting their recorded copyright
from free downloads, Sony included a surreptitious program,
typically considered spyware. A lone blogger uncovered
it, and he wasn't alone for long. »
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