Posts Tagged ‘CMO’

Moviegoer Social Sentiment: Big Data Analysis For Big Business

Like lots of other families over the recent Thanksgiving weekend, we made our way to the movies. Our choice: Life of Pi. We’d highly recommend it, and according to the IBM Social Sentiment Index, as applied to Moviegoer Social Sentiment over the holiday weekend, so too would a lot of other folks. It earned a 90 percent positive rating.

IBM has engaged in the social sentiment index pursuit in some other endeavors – using its advanced analytics and natural language processing technologies to analyze large volumes of social media data, it had another recent take on Black Friday, for example. It tallied up that shoppers expressed positive consumer sentiment on promotions, shipping and convenience as well as the retailers themselves at a three to one ratio (see our story here for other takes on semantic tech weighing in on the holiday shopping season).

It’s also applied its social media analysis smarts to studying births of trends (cycle chic is on the rise), and which tennis player was on the hearts and minds of the crowd at the U.S. Open (Novak Djokovic and Laura Robson winning the love, with positive sentiment scores at 90 percent or better).

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Pfizer Moves Semantic Tech Forward, Helping Business Respond To Cost Pressures And Realize Efficiency Gains

A couple of years back, The Semantic Web Blog visited with Vijay Bulusu to gain some insight into how pharma giant Pfizer Inc. was moving forward with semantic technology (see article here). At last week’s Semantic Technology and Business Conference in New York City, Bulusu, director, informatics and innovation at Pfizer, provided additional perspective on the issue – first, during the presentation on Using Linked Semantic Data in Biomedical Research and Pharmaceuticals (see coverage of that here), and then in a follow-up conversation.

A struggle for pharma companies, Bulusu notes, sits in driving standards for data that exists across system silos, so it is broadly applicable across groups. A transaction like creating a batch of materials, doing analytical testing on it and enabling clinical trial releases is the work of multiple groups of people in departments like R&D entering data across different systems.

The foundational layer needed to support data aggregation in a persistent graph semantic database and visualization with collaborative, semantic knowledge maps “is all about data already in transactional, silo’d systems,” Bulusu says. “We want to make sure that across those systems, key data is entered consistently for entities.” That means limiting them to selecting via a drop-down list from a vocabulary that is consistently managed and published from a single source to all these transaction systems, so the same entity is called by the same name as it traverses systems to support analytics and other requirements. That, he says, “is where we directly impact the day-to-day operational work of users.”

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Can Marketing Managers be Replaced by Bots?

Scott Brinker recently posed the question of whether marketing managers could one day be replaced by computers. He writes, “Do you think computers and software could run marketing as well as humans? Or better? Skeptics and humanists — which describes my leanings on this subject, even though I’m a technologist by trade — may reflexively answer ‘no.’ The complex organizational and psychological facets of marketing — a discipline renown for creativity and imagination — seems like it would defy the purely mechanical capabilities of computation.”

He goes on, “That’s true today. But if you doubt the potential for software to take on a much larger role in the future of marketing, you should read Automate This: How Algorithms Came to Rule Our World by Christopher Steiner. Read more

The Convergence of Marketing and IT

Chris Perry of Forbes recently posed the question, are CMOs the new CIOs? He writes, “Oracle announced yesterday that they’re buying social conversation platform Vitrue, according to TechCrunch to the tune of $300 million.  Following Salesforce’s acquisition of Radian6 and Adobe’s purchase of Context Optional parent Efficient Frontier, the demand for people-driven marketing enabled by technology shows no signs of slowing down. While hot, this market will continue to see its fair share of hot air too. Analysts, consultants and agencies all have a vital role to help leaders make sense of platform options as well as implementation required to make social an embedded element of business.” Read more