For Customer Intelligence Professionals

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	January 22, 2009 The Listening Platform Landscape New Solutions Extend Beyond Tracking To Deliver Consumer Insights by Suresh Vittal with Zach Hofer-Shall, Christine Spivey Overby, Emily Bowen	Average: 9  (7 ratings)

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Executive Summary

Consumers continue to use social technologies to wrestle control of brands away from organizations. Marketers operating in this hyper-inclusive environment must go beyond simply tracking brand mentions and impressions and get at the root of the discussion. Enter listening platforms. Listening platforms are an emerging technology solution category — with origins in the brand monitoring market — that allows marketers to track discussions, understand sentiment, identify influencers, and use the resulting insights to improve market research, positioning, and overall marketing strategy.

TABLE OF CONTENTS

• Marketers Must Listen To The Groundswell
• The Listening Platform Landscape Is Fragmented

RECOMMENDATIONS

• Improve Marketing Strategy With A Listening Platform
• Related Research Documents

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