Visible Technologies plans to release social and search tools that allow marketers to support online campaigns. More than a year in the making at a cost of about a million dollars, Visible Intelligence organizes searches and analyzes massive amounts of data through what the company calls a "search-and-relevance engine" built on similar technology to Google.
Counting hashtags and Facebook fans no longer works because businesses need to sift through the spam and elevenths signals to capture real, actionable information to support key initiatives. So, Kelly Pennock, who moved into the CEO role at Visible from chief technology officer earlier this year, spearheaded the project and built the vision for the new platform and company.
Pennock says available technology has not kept pace with the opportunity to integrate social and search, so it requires a leap beyond existing social monitoring tools.
Data and system integration tools allow users to integrate the platform with customer relationship management (CRM) tools and business intelligence (BI) systems to tap into social data across enterprise business applications. The platform also provides the ability to share data and easily engage among users and departments to create more meaningful and targeted customer experiences.
Information is processed and returned to users in about 30 seconds, compared with about 20 minutes for other platforms, according to Debbie DeGabrielle, CMO at Visible Technologies.
About a dozen Visible clients have been testing the platform since early September. The platform goes out and collects brand mentions in the form of data from a variety of social sites across the Web. It mines the data to look for specific mentions of a campaign or spokesperson.
Wading through data that offers no value to the campaign can cost big bucks. So, aside from the ability to pull in data from a variety of social sites like publicly available information on Facebook, YouTube and Twitter, Visible built in sorting capabilities, language support, and analytics to measure the campaign. It also provides sentiment score, media type and geography.
There were plenty of challenges to building the platform because it identifies word order, proximity of two words to each other, type of media, and length of document. It also supports multiple languages and offers insight into sentiment. It sorts through an "overwhelming amount" of data to determine whether someone searching on the word "cruise" means Tom Cruise, cruise missiles or cruise ship.
COMMENTARY: According to Visible Technologies, their Visible Intelligence™ is built on a data platform architected like Google and Yahoo!, designed for performance and reliability with cloud-like scalability to stay ahead of the business needs of Global 2000 companies. The Visible Intelligence™ platform is designed to meet the needs of future Social Intelligence.
Visible Intelligence search engine harnesses the universe of social data by first crawling the entire public Internet, collecting social data from around the globe from hundreds of millions of websites. Then the data is cleansed, processed, enriched with additional attributes like sentiment and made available through a powerful querying engine, business analytics and custom dashboards.
Visible Intelligence™ makes it easy and allows marketer's unlimited search queries for all of their social media monitoring needs.
Customized metrics and views of the important social conversations also help marketer's leverage data to discover insights and find actionable opportunities to make the right business decisions. Visualizing them all in one place allows them to do this faster. Being able to change them on the fly allows you to stay flexible, nimble and creative.
With 25 built-in views and unlimited search queries to choose from, research, monitoring and reporting options are unlimited with Visible Intelligence. Visible Intelligence's Custom Dashboards enable Marketer's and their teams to quickly create the summary views that matter most. User's can quickly tell the difference between meaningful data and useless information when it comes to making business decisions.
Users can look at all of their data visually, allowing them to monitor industry trends, track how sentiment and volumes shift over time, catch volume spike. Users can dynamically drill into data points on a chart or graph to understand what drove those changes at the detailed post level.
Every single piece of data in Visible Intelligence™ has been cleansed, validated, evaluated and enriched with additional metadata including auto-sentiment for advanced filtering, sorting, enhanced reporting, topic discovery and insights.
If users are looking for something specific, Visible Intelligence™ has an extremely intuitive filter bar to help them find it. Narrow their searches by filtering on any individual filter or any combination of filters for unlimited control and precision tuning of their data:
- Date (back to 2005)
- Media type
- Author or group of authors
- Site or group of sites
- Sentiment (positive, negative, neutral and mixed)
- User defined and assigned tags
Visible Intelligence™ has the industry’s most accurate auto-scored sentiment. Visible Intelligence's auto-scoring capability has been fine-tuned for accuracy with the aid of the world’s largest database of manually scored social media content, which gives them a distinct advantage for optimizing their proprietary scoring algorithms.
Visible Technologies is presently field testing their Visible Intelligence™ platform. It will be interesting to learn if their social intelligence platform is everything they say on their site.
The Visible Technologies blog they announced two downloadable white papers as follows
- The Evolution of Social Intelligence
- Measuring Social Sentiment: Assessing and Scoring Opinion in Social Media
- The Visible Approach to Assessing Social Media Sentiment
Courtesy of an article dated October 28, 2010 appearing in MediaPost Publications Online Media Daily
It seems like social management has become the dominate factor in the web marketing so the ability to analyze is more than mandatory..
Posted by: business card scanning solutions | 09/02/2012 at 03:26 AM
Thanks for sharing your knowledge. These tools are really time savers and helps in information retention and getting it back. These tool will definately help in business day to day work. It is a good news. They provide very good facility of filtering and searching the required data.
Posted by: records management | 01/27/2011 at 10:51 AM