Blog Monitoring Service Analyzes Tribal Interests

At the outset, Umbria's Tribe Analysis reports will be client-specific, but the goal is to create syndicated packages.

Online discussion monitoring services don’t come cheap — particularly the ones that can do deep-dive analysis of a consumer segment’s shared opinions and interests. The custom reports offered by Cymfony, Nielsen BuzzMetrics and Brandimensions are beyond the means of the typical brand manager at a medium-sized business.

Market intelligence firm Umbria hopes a planned subscription-based “Blog Tribe Analysis” service will help bridge the budget gap and win over cash-strapped marketing organizations eager to glean consumer insights without breaking the bank.

The product will attempt to identify the shared interests of subsets of online consumers. If, for instance, a marketer’s primary targets are solar panel buyers, Umbria’s reports might help determine ancillary group characteristics, such as a predilection for organic food or an interest in hang gliding.

Such data can be put to use in the development of marketing materials and media buys, and can contribute to product development and expansion. “It’s that wider set of conversations that provide…richer context,” said Umbria CEO Janet Eden-Harris.

Umbria’s methodology works by identifying bloggers with common characteristics, then analyzing all posts to discover adjacent interests.

At the outset, Tribe Analysis reports will be client-specific, “or at least consortium-specific,” Eden-Harris said, but she added the eventual goal is to create syndicated packages for dispersal to a larger client base.

“Syndication of this data puts the research analysis at a price point that’s more affordable for the SMB market,” according to Peter Kim, a senior analyst at Forrester Research who was briefed on Umbria’s offering. Kim said deal sizes in the buzz measurement space are getting larger and larger, in some cases breaking seven figures.

Now in beta, Umbria’s Tribe Analysis will be widely available later this year, the company said.

Subscribe to get your daily business insights

Whitepapers

US Mobile Streaming Behavior
Whitepaper | Mobile

US Mobile Streaming Behavior

5y

US Mobile Streaming Behavior

Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...

View resource
Winning the Data Game: Digital Analytics Tactics for Media Groups
Whitepaper | Analyzing Customer Data

Winning the Data Game: Digital Analytics Tactics for Media Groups

5y

Winning the Data Game: Digital Analytics Tactics f...

Data is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...

View resource
Learning to win the talent war: how digital marketing can develop its people
Whitepaper | Digital Marketing

Learning to win the talent war: how digital marketing can develop its peopl...

2y

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
Engagement To Empowerment - Winning in Today's Experience Economy
Report | Digital Transformation

Engagement To Empowerment - Winning in Today's Experience Economy

1m

Engagement To Empowerment - Winning in Today's Exp...

Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...

View resource