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Marketing Intelligence Tools


Most marketing intelligence tools today focus on extracting insight from social media channels. This insight is proving to be significantly more reliable that tradtional focus groups.

Social media tools may be divided into five broad categeries, based on the capabilities they support:

  1. Intense customer response
  2. Social broadcasting
  3. Platform campaign marketing
  4. Distributed brand presence
  5. Personalised service and support

A survey carried out in 2012 by Altimeter Group found that across 27 vendors, no one tool could support all capabilities. As such, marketing intelligence must be extracted from multiple tools, and aggregated via dashboards and processes into a single marketing intelligence system.

The only tools that showed a 'strong' or 'above average' capability across all five capabilities were:

  • Engage121
  • EmailVision [ObjectiveMarketer]
  • Shoutlet [SaaS solution]
  • Syncapse
  • Vitrue [now part of Oracle Social Relationship Management]

 

Guide to Selecting the Right Social Media Marketing Tools

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