Thanks to my colleague at CIM, Gill Kelley for sharing this with me. Smart Insights have produced a simple 4 step digital marketing model that they have called RACE. It stands for Reach, Act, Convert & Engage.
I think it has its merits, but mixes up the goals of engagement and conversion. Personally, I would measure where a customer is on the purchasing funnel / sales revenue on one axis and engagement on a separate axis. The model also misses the final stage of enagement - advocacy, which I call "share" in my acquire, participate, engage, share model.
Fonally, is it a RACE? I would say that you should be nurturing relationships over time and not racing to convert them to a sale too fast - that is like proposing mariage on the first date!
Many smart senior people (un-named because their companies are involved in this snake-oil sale) have confirmed this for me, saying "sentiment analysis software? don't bother"
Posted by: Jordan France | March 27, 2012 at 02:31 AM
I would say that sentiment trackers do a good job of finding the comments, but are less accurate at actually describing the positive or negative sentiment. They can be useful tools, but are not infallable
Posted by: Nick Baggott | March 27, 2012 at 03:26 PM