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Consumer awareness has been successfully measured for many years with traditional methods, such as surveys, panel studies or focus groups. Pulte Group, a leading business-to-consumer marketer and home builder, was looking for a means to gauge how often consumers would consider their brand relative to their competitors online, but with less expense than traditional survey methods and without self-reported bias. As a marketer that employs a truly cross-media strategy in various markets, Pulte turned to Organic for the measurement solution. Using website traffic tools, social media monitoring, search activity metrics, specific housing industry metrics, and SAS, Organic was able to reduce all of these online and social media vehicles into a single, trackable monthly index.
On July 13, 2011, the IAB and leaders from Organic and SAS reviewed insights from this project and partnership. The speakers answered questions about challenges in understanding consumer behavior, analytics, and the wealth of data available from social media sources. The companies also shared their best practices in digital analytics in the following discussion:
SAS: Digital Analytics - Best Practices
1. How can an organization bring together different forms of online data?
2. How to manage/scrub/modify the data to begin making sense of it?
3. Approaches to analyzing online data – including sentiment analysis, data mining, and forecasting
Sr. Solutions Architect, SAS Institute
Solutions Architect, SAS Institute
VP – Marketing Intelligence, Organic, Inc.
Senior Statistician, Organic