Posts Tagged ‘marketing’

WEBINAR: Monetizing Content with Semantic Technologies (Video)

Title Slide: Monetizing Content wit Semantic TechnologiesIn case you missed Wednesday’s webinar, “Monetizing Content with Semantic Technologies” delivered by Gerald Burnand of NTENT, the recording and slides are now available (and posted below). The webinar was co-produced by SemanticWeb.com and DATAVERSITY.net and runs for one hour, including a Q&A session with the audience that attended the live broadcast.

If you watch this webinar, please use the comments section below to share your questions, comments, and ideas for webinars you would like to see in the future.

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WEBINAR: Monetizing Content with Semantic Technologies

Webinar: Monetizing Content with Semantic TechnologiesDATE: Wednesday, October 15, 2014
TIME: 2 PM Eastern / 11 AM Pacific
PRICE: Free to all attendees

This webinar has passed. The recording (posted within two business days of the live even) can be found in the “Webinar” section of SemanticWeb.com.

About the Webinar

Register Now!Semantic technology solves a concrete problem: sorting through large collections of unstructured data. With unstructured data expected to account for over 80 percent of all data within the next five years, the ability to target this data using semantic technology opens doors to better understand context and intent in search, and ultimately achieve greater visibility and relevant results. This presentation will showcase how semantic technologies can understand article content and select contextually relevant adverts to most effectively monetize content for advertisers and publishers.

  • Discover how semantic technology helps thousands of advertisers reach their audience in a meaningful way, and helps hundreds of online publishers monetize their content.
  • Learn how semantic technology reduces errors and time spent by marketers when defining their campaigns and yield better overall results.
  • Understand some of the challenges that come with semantic technologies and how to address them ahead of time.
  • Go behind the scenes with semantic and linguistic processing of web pages.

We hope you will join us on October 15, 2014 for this free webinar.

Register today to reserve your spot!

 

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Bring On The Marketing Experts In Social Analytics

priusLast week The Semantic Web Blog reported on hoped-for improvements in the sentiment and text analytics space, a topic of discussion at this month’s Sentiment Analytics Symposium, including making the tools and data more accessible to business users – at least to those working outside of the market research sector. Within that space, experts continue to bring value.

Speakers at the event provided examples of how expertise at social analytics matters in the marketing realm, including David Rabjohns, CEO of MotiveQuest, which offers an online anthropology approach to helping brands identify the social “tribes” who may be targets for their products or services, given an understanding of what it is those tribes are most passionate about and a way that the brand can connect with those passions.

Take the case of the company’s work with Toyota on its Prius hybrid car: Rabjohns said that MotiveQuest’s online social research for the company revealed that Toyota would be mistaken to think it was selling a car and talking to users about saving money on gas.

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Scott Brinker presents “A NEW BRAND OF MARKETING” (Free eBook)

Click to dowload Scott Brinker's "A NEW BRAND OF MARKETING: The 7 Meta-Trends of Modern Marketing as a Technology-Powered Discipline"Scott Brinker, whom we have covered many times in the past because of his insights into semantic technology and marketing, has written a new short book about modern marketing trends.  The author presents “seven transformative meta-trends in modern marketing.” In the forward, he identifies these trends as “…wield[-ing] tremendous influence on the current evolution of marketing strategy and management.” The trends Brinker identifies are:

  1. From traditional to digital
  2. From media silos to converged media
  3. From outbound to inbound
  4. From communications to experiences
  5. From art and copy to code and data
  6. From rigid plans to agile iterations
  7. From agencies to in-house marketing

While he does not mention semantics explicitly in the book, knowing Scott as we do, we were curious about his thoughts on the subject. We caught up with him to ask, “So, how does this fit in with Semantic Web Technologies?”

Brinker responded, “Semantic web technologies are a great example of how technology is continuously changing what’s possible in marketing and business. But in the absence of ‘marketing technologists’ — these hybrid professionals who can translate technology capabilities to marketing opportunities, and vice versa — much of that potential remains untapped.”

“Structured and linked data can have such a tremendous impact on shaping customer experiences in a digital world. While not every marketer needs to understand the technical layer of how to make that happen, they need to have a sense of what’s possible — and they need to be able to work with more technical talent, as part of the modern marketing team, to make it happen.”

Brinker, who coined the term “Chief Marketing Technologist,” is offering the 40-pager as a free download on his website.

 

Social Media Analytics: What’s Your ROI?

Photo courtesy: Flickr/LendingMemo

Photo courtesy: Flickr/LendingMemo

How are your company’s social media marketing efforts faring? Chances are that you don’t really know.

According to a new benchmark study from Demand Metric, “Social Media Analytics: Enabling and Optimizing Use Cases with Analytics,” almost two-thirds or organizations are using social media analytics tools to understand and enhance their social media marketing. But 70 percent of them are unable to show the return on investment of their social media efforts, typically undertaken with campaign tracking, brand analysis and gaining competitive intelligence in mind.

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Good-Bye 2013

Courtesy: Flickr/MadebyMark

Courtesy: Flickr/MadebyMark

As we prepare to greet the New Year, we take a look back at the year that was. Some of the leading voices in the semantic web/Linked Data/Web 3.0 and sentiment analytics space give us their thoughts on the highlights of 2013.

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Phil Archer, Data Activity Lead, W3C:

The completion and rapid adoption of the updated SPARQL specs, the use of Linked Data (LD) in life sciences, the adoption of LD by the European Commission, and governments in the UK, The Netherlands (NL) and more [stand out]. In other words, [we are seeing] the maturation and growing acknowledgement of the advantages of the technologies.

I contributed to a recent study into the use of Linked Data within governments. We spoke to various UK government departments as well as the UN FAO, the German National Library and more. The roadblocks and enablers section of the study (see here) is useful IMO.

Bottom line: Those organisations use LD because it suits them. It makes their own tasks easier, it allows them to fulfill their public tasks more effectively. They don’t do it to be cool, and they don’t do it to provide 5-Star Linked Data to others. They do it for hard headed and self-interested reasons.

Christine Connors, founder and information strategist, TriviumRLG:

What sticks out in my mind is the resource market: We’ve seen more “semantic technology” job postings, academic positions and M&A activity than I can remember in a long time. I think that this is a noteworthy trend if my assessment is accurate.

There’s also been a huge increase in the attentions of the librarian community, thanks to long-time work at the Library of Congress, from leading experts in that field and via schema.org.

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Say Hello to the “Mood Graph”

Image of various emoji facesEvan Selinger, a Fellow at the Institute for Ethics and Emerging Technology, has posted an article for Wired, in which he discusses the implications of how we have simplified the expression of emotion in the online systems we use, and how those simplified emotions are being tracked, analyzed and used.

Referring to Facebook’s addition earlier this year of a range of emotional expressions beyond “Like” and Bitly’s recent announcement of its “Feelings” tool, Selinger says, “I’m not singling out Facebook or even Bitly here; Google Plus on mobile also offers such expressions, as do a number of other websites and apps. The point is that all these interfaces are now focusing on the emotional aspects of our information diets. To put this development in a broader context: the mood graph has arrived, taking its place alongside the social graph (most commonly associated with Facebook), citation-link graph and knowledge graph (associated with Google), work graph (LinkedIn and others), and interest graph (Pinterest and others).”

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A Data-Centric Approach to Pharma Marketing

Matthew Weingarten of MMM-Online.com reports, “By applying a scientific approach, and taking advantage of technology that’s available, pharmaceutical marketers can boost the effectiveness of their marketing efforts and improve the return on their investment. Evidence-based approach shouldn’t be confined to the lab. Two current trends  push us toward enhanced rigor in marketing. First, the Internet has globalized the medical profession. Easily accessible medical databases put the latest research into the hands of doctors everywhere. As the profession has embraced social media, the network of influence has been completely remapped. The power of opinion leaders is now felt worldwide, through multiple channels.” Read more

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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Spreading the Word About SPARQL, RDF, and the Semantic Web

Bob DuCharme has shared some interesting insights regarding SPARQL, RDF, and Big Data. He writes, “I think it’s obvious that SPARQL and other RDF-related technologies have plenty to offer to the overlapping worlds of Big Data and NoSQL, but this doesn’t seem as obvious to people who focus on those areas. For example, the program for this week’s Strata conference makes no mention of RDF or SPARQL. The more I look into it, the more I see that this flexible, standardized data model and query language align very well with what many of those people are trying to do.” Read more

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