Old Man Nielsen vs. New Market Research

Daniel Neely   Founder/CEO,   Networked Insights 
Dave McClure   Troublemaker,   Founders Fund 
Jim Schroer   Founder,   EngageNextGen LLC 
Michael J Lambie   Digital Research Dir-,   Nielsen Company 

Neely (Networked Insights):

• Social media has made access to data easy/ cheap. 
  
• The same, companies are still selling things, need to stay relevant.
  
• How to take customer message and put into my message
• "Engagement" and "impression" are over-used words.
• Old way: lots of data -> new way: actionable insights (free -> insight -> valuable insight -> actionable)
• 2 by 2: high/low engagement, negative/positive sentiment. high/neg = pr, high/high = marketing
• Tools: networked insights, visible tech, quantcast, radian, kissmetrics, trackur, scountlabs, comscore, nielsen, whostalking.com, google alerts/search, twitter. 
• New way: actionable insights: adding anthropological perspective to the numbers

Measurement

Nielsen (Lambie)

• Tools: Ethnolgraphy, neuro science, cams

Jim (Engage next gen)

• Thesis: actionable/buzz means more than exposure.  Eg Teleflora - winner on superbowl (1400% inrease in "buzz"). Coke "buzz' went down post superbowl. 
• Is social media a good proxy for word of mouth? If so, then it should impact spending. 

Agencies hide behind metrics (according to a brand). Not just sentiment, but interactions -> impacts marketing spend. 

Promoter score (McClure) don't promote until sentiment is positive. 

• User voice, get satisfaction

Other tools (neely): truecast (invisible technologies), trackr, biz360

Mcclure: compete, hitwise