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The Performance Perspectives Blog: Super Bowl ads, unstructured data, opportunities for insight
Delaney Turner 270002T14M firstname.lastname@example.org | | Tags:  unstructured_data cognos sentiment_analysis content_analytics marketing
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The big game may be over, but for Super Bowl advertisers, the work is only just beginning.
With online activities an increasingly important component of their campaigns, viewers' responses to the latest from Dockers, Doritos and Dr. Pepper will no doubt fuel important marketing decisions throughout the year. Sentiment analysis - the measure of your customers' attitudes toward your product or service and its effect on their buying behavior - is an increasingly important marketing metric. And unstructured data - the vast sea of blog posts, Tweets and YouTube comments that stem from these ads - is the main ingredient.
For Super Bowl advertisers there's certainly no shortage of content to pore through. Broadcast watchers RBR.com report that of the 38 brands that ran Super Bowl ads, 75 percent saw the number of blog posts about them double, compared with the same evening over the past six months. More than 30 percent saw a threefold rise in the number of blog posts about them, and Flo TV – a first-time advertiser in the NFL finals – experienced a spike of 50 times the number of blog posts it would usually enjoy, the highest for any advertiser during this year’s event. On YouTube, less than 24 hours after the big game, the "House Rules" ad for Doritos had been watched more than 300,000 times and generated more than 1,000 comments.
Not every company will pursue a Super Bowl ad. But that doesn't mean they can't employ the same analytical techniques for similar gains. The truth is, people are talking about your products and services, whether you're giving them something to comment on or not. In hundreds of customer review sites, blogs and Twitter streams they're expressing their approval for, disapproval of, or worse - ambivalence - toward your products and services.
With every new comment, Tweet, ranking and vote, your customers are adding to a vast body of possible insights you can leverage into greater customer engagement and loyalty - provided you have the right analytics. IBM just rolled out some exciting new analytics that can help. Are you ready to start listening?