Intelliseek crop, filters, and mines the content of messages sent to consumers on the Internet and on discussion forums and blogs. For any given brand of consumer goods, Intelliseek measures the amount of work-of-mouth and its valence (proportion of positive and negative comments), and produces a set of quotes organized in the form of a focus group report. This "marketing intelligence" company successfully sells its reports to the automotive industry, but finds it difficult to retain customers in other areas. New initiatives proposed: (1) to organize the data into specific problems, patterns, so it is more "efficient" and (2) to develop an industry standard metrics against which performance can be compared with a more informative manner. CEO believes that the key to success is a streamlined, standardized approach to metrics developed for customers of the brand. CMO believes that Intelliseek must go much further to take the opportunity to understand the client arising from what he calls "consumer-Generated Media». «Hide
by Luke Wathieu, Allan Friedman Source: Harvard Business School 22 pages . Publication Date: February 15, 2005. Prod. #: 505061-PDF-ENG
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