Onalytica Blog

The Market Has Something to Say - But Are You Listening?

Wed, 08 May 2013 10:20:00 +0000

As the world in which you do business moves faster than ever, decisions need to be made quicker. Information is required with ever increasing frequency so that risks can be mitigated and opportunities taken. This is breaking the models upon which global businesses have built their strategic insights and determined their future direction.

OUT WITH THE OLD...

The traditional method of analysing markets is well understood. It works well and provides trustworthy data. It also suited the traditional top-down communication of the pre-internet years, where managers would instruct their employees to carry out tasks in a certain order and manner. But it’s slow. And while it still has its place, market research and media monitoring won’t cut it in today’s fast-paced business world.

...IN WITH THE NEW

With consumers continuing to create meaningful data about brands and products in real-time online, new tools are required for tracking market share, brand reputation or customer feedback, which can then be used as the foundation for insightful decision-making undertaken at board level. Understanding how to harness the power of observed online, real-time conversations is driving the connected, responsive and informed brands of the future.

CUT THROUGH THE NOISE.

Data on its own may hold knowledge, but effectively measuring influence requires isolating and extracting valuable opinions and audience insights. Download our latest white paper to find out how brands such as Samsung, Coca-Cola and Microsoft are driving meaningful insight out of the online debate.

Gartner names Onalytica "Cool Vendor 2013" in its Consumer Dynamics Report

Thu, 02 May 2013 09:19:00 +0000

Onalytica has been named by Gartner as one of its Cool Vendors for 2013. We are one of just five companies to be featured within its Consumer Dynamics report, which recognises innovative consumer research techniques. Our flagship solutions - Onalytica Voice of the Market (VoM) and Onalytica Influencer Relationship Management (IRM) – have been highlighted for their novel approaches to real-time insight and influencer marketing.

We are very proud to be identified as a Gartner Cool Vendor as it really is validation of our expertise in helping marketing professionals navigate the challenges of an evolving digital landscape and deliver impactful influencer engagement to give brands a competitive edge.

Influencer marketing delivers improved 1:1 marketing and communication results within the following disciplines: Corporate Communications, PR (Corporate and Product), Investor Relations, Content Marketing, Software and Platform Evangelism, Analyst Relations, Public Affairs and Blogger Relations.

For more information you can read the full press release or get in touch with tim [dot] williams [at] onalytica.com.

The Gartner report can be viewed here.

Gartner names Onalytica Cool Vendor 2013

Tue, 30 Apr 2013 08:51:00 +0000

Gartner, the information technology research and advisory firm, has named Onalytica Cool Vendor 2013 in its Consumer Dynamics category.

In its analysis Gartner cites Onalytica’s two flagship solutions Onalytica VoM (Voice of the Market) and Onalytica IRM (Influencer Relationship Management) and their novel, real-time and scalable approaches to insight and influencer marketing*.

In naming Onalytica “Cool Vendor 2013” Gartner concludes their analysis by saying..

“Brand marketing and market research professionals across all consumer technology segments that want to understand their brand perception, market needs and competitor activity among different uses based on online information, as well as to have more impactful conversation with promoters/influencers for their brand, should evaluate Onalytica.”

*Influencer marketing here includes Corporate Communications, PR (Corp and Product), Investor Relations, Content Marketing, Software and Platform Evangelism, Analyst Relations, Public Affairs, Blogger Relations and similar.

The full analysis on the Gartner website (pay-wall)

How to Optimise Your Content Marketing Strategy (White Paper)

Tue, 16 Apr 2013 12:01:00 +0000

Content has become an essential currency for marketers. Though companies have been producing informative content such as white papers, case studies, webinars, research and videos for many years, until recently there has been no single term to describe these marketing efforts.

Now these tactics have been gaining significant traction as content marketing, an umbrella term for a wide range or interactions with specific audiences - from thought leadership research aimed at an influential blogger, to a video aimed at a potential customer. As the content marketing industry continues to expand (the UK Content Marketing Association estimates that in 2012 the UK content marketing industry alone was worth around £1 billion), it is becoming more and more essential for companies to have an effective content marketing strategy.

However, creating such a strategy represents a huge challenge for many companies. Who should you be speaking to, and when? What should you be saying? Which types of content marketing tactics are most effective? Finally, how can you measure the effectiveness of your content marketing in financial terms?

Our white paper explores how companies and content marketers can optimise their content marketing strategy to get relevant content in front of the right influencers at the right time - and to measure and improve the ROI of content marketing activities.

The white paper is available here, as a free download. You may also be interested reading more about Onalytica IRM, our new influencer relationship management platform designed to scale your influence and improve the ROI on your content marketing activity.

Big Data - the Corp Comms Game-Changer

Tue, 02 Apr 2013 09:23:00 +0000

From PR to investor relations, corporate communications is increasingly important in this hyper-connected world, as one-to-one communications between companies and the people they seek to influence become more personalised. However, one of the challenges with this approach has always been scalability – until now.

Enter Big Data

Corp Comms may not be the first thing that comes to mind when it comes to big data. However, big data represents a fantastic opportunity for companies from all industries to gain a competitive edge – especially for those involved with one-to-one communications.

Opportunities…

More data points means that communications programmes can be increasingly targeted and structured, as there are more real-time signals about an individual’s areas of interest than ever before. Big data analytics also make it possible to gauge an individual’s influence as well as what or who they are influenced by – vital knowledge in a world where customers are increasingly influenced by a wide variety of stakeholders.

…and Challenges

At the same time, as data volumes continue to grow exponentially (IBM estimates that around 2.5 quintillion bytes of data were being produced every day last year), one of the challenges is simply keeping pace with this growth. After all, data is only useful if you know what to measure, and what to do with that information once you have it – and this is the challenge facing many companies today.

Harnessing Big Data for Communications

To find out more about how big data can be used to scale corp comms activity and drive ROI (as well as how to overcome the challenges), download our free white paper.

For a tool which will allow you to automate and scale your influencing activity, you may also be interested in Onalytica IRM.

The content marketer's dream: When content automatically finds the right person at the right time

Mon, 01 Apr 2013 12:32:00 +0000

One of the hottest marketing tactics today is content marketing. According to the content marketing institute content marketing can be thought of as owning your own marketing channel rather than renting it through advertising.

The general idea of content marketing is simple: organisations create interesting content which often educates and inspires decision markers, influencers and potential customers. It’s an effective way of winning mindshare and the idea of communicating with your market place by inspiring and educating them, rather than interrupting people with advertising, seems a great idea.

However, in order to get to the point where you can get your content in front of the right people, they have to become aware of you or your content. To achieve this, and then often establish an automatic email-relationship as people will have to register and give up their details to get the content, content marketers use a range of other marketing tactics, especially social sharing and interruption marketing (aka advertising).

But what if the content could automatically find its way to the influencers or prospects you are seeking to get the content in front of? And not only that, what if it arrived at the time when it was most likely to be useful to the recipient?

Sounds too good to be true? Well, not anymore.

With Onalytica IRM our patent-pending process for “reverse content matching” makes it easy (and automated).

An example shows how it works: Say you work for an organisation in the Big Data space. You have dozens, hundreds or sometimes, thousands of case studies, white papers, blog posts and Power Point presentations; all of which are available on your website for people to download (if they happen to find them).

Just upload all this content to your Onalytica IRM solution, then input your influencers, or let the system determine who the influencers are.

Now, every time the influencers (analysts, journalists, bloggers, developers, storage architects, etc.) say something online, on Twitter, in their publication or their blog – or even shares a link on Twitter, this content is matched by Onalytica IRM with your content.

Onalytica IRM will now automatically surface what we call “moments of influence”; situations where the influencers in your industry are likely to find a particular piece of your content useful.

The evidence is that influencers are not only very thankful when they are alerted to the content, but they start to evangelise it to their network, driving a more viral effect.

A key benefit to content marketers is that the distribution and effect of existing content is amplified, with increased ROI on the content marketing tactic as the result.

Further resources:

White Papers

IRM launch announcement

Announcing Onalytica IRM – The intelligent CRM solution for scaling your influence

Thu, 28 Mar 2013 15:32:00 +0000

I am excited to announce the general availability of our new product Onalytica IRM.

Onalytica IRM helps deliver better ROI on all types of influencing activities including PR, Corporate Communications, Investor Relations, Analyst Relations, Software Evangelism, and blogger relations.

Some of the key benefits and features of Onalytica IRM:

View, monitor and analyse all your influencers in one place
Automatically identify Moments-of-Influence – opportunities to influence or be useful
Manage more influencers per employee
Measure the results of your influencing activities
Understand which influencing activities drive results
Structure your influencing routine
Supports team workflow
Influence on the go – from your mobile

Onalytica IRM is also a content marketers dream come true as it contains patent-pending functionality that automatically identifies when any content or marketing collateral you have is likely to be relevant and useful for an influencer.

This is a game-changer for organisations that have large amounts of white papers, case studies or similar. Simply upload them all to Onalytica IRM and it will automatically flag up when something is relevant for an influencer.

Onalytica IRM is 100% cloud-based so there is no software to install.

Get in touch to learn more about how you can scale your influencing activities and dramatically improve your ROI.

How to Build an Influencer Program (That Gets Results)

Wed, 06 Mar 2013 16:01:00 +0000

Whether its PR, Corp Comms, Content Marketing or otherwise, chances are you're already running an influencer program. However, while influencing activity is becoming increasingly critical to businesses, traditional programs are difficult to scale, and it's hard to demonstrate their value - here are some tips to get some real results out of your influencer program.

Views from the Office...

Fri, 15 Feb 2013 11:27:00 +0000

From London landmarks to moody skyscapes, we get a great view from the Onalytica offices (apart from when it's foggy).

Here are a few shots we've taken from the office recently....

Where are Samsung applying the insight and data from Onalytica VoM Solution?

Wed, 13 Feb 2013 12:11:00 +0000

One slide from the joint Samsung / Onalytica presentation “Using the digital debate in real-time to drive insight led strategy and execution”.

The slide shows some examples of where Samsung Europe have applied the insight and data from Onalytica’s Voice-of-the-Market solution

Examples include:

Change in customer service strategy
Event activity optimisation
Informing & monitoring of new PR, Digital and Service KPIs in real-time
Measuring and understanding the impact of marketing activities
Assisting in communication development