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For Customer Insights Professionals

The Listening Platform Landscape

New Solutions Extend Beyond Tracking To Deliver Consumer Insights

January 22, 2009

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Authors

  • By Suresh Vittal
  • with Zach Hofer-Shall,
  • Christine Spivey Overby,
  • Emily Bowen

Why Read This Report

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.

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Table of Contents

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

  • Improve Marketing Strategy With A Listening Platform
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