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TREND
TRACKER
Tracking trends to ride them or leave them
What marketer hasn't wanted a view of the future for their
products? What if they could know in advance what trends are
growing? Which ones will lose their appeal to customers? The
blogosphere provides a new way to this early insight into
what consumers are thinking about trends—diets, use
of new technology, health and wellness, social issues, political
views—a panoply of consumer opinion.
The Trend Tracker identifies and provides analysis on the
opinions and key perceptions driving consumer behavior.
- Identify key trends that affect customer behavior
- Dissect trend participation by demographic segment
- Analyze the distribution of conversation by across trend
topics
- Understand customer attitudes relating to the trend-by
customer type
- Investigate how changing trends affect brand loyalty
- Consider how to use changing trends to advance your
brand and products
Unbiased, Timely Market Intelligence
Fierce competition is driving the need to better understand
a brands strengths, weaknesses, and potential opportunities
for competitive advantage. Brands with an intimate understanding
of what's most important to their customers have a powerful
competitive edge.
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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| LEARN MORE |
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| AS GAS PRICES RISE, THE BLOGOSPHERE
HEATS UP |
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Umbria, in association with CNN.com, listened to the
blogosphere as gas prices rose, and found that the number
of blogs increased by 45 percent. Umbria also found
that Gen Yers (born after 1979) disproportionately made
up the major portion of blog postings. »
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