Search Engine Marketing

Leverage Unstructured Data to Become More Competitive, Responsive, and Innovative In Mining the Talk, two leading-edge IBM researchers introduce a revolutionary new approach to unlocking the business value hidden in virtually any form of unstructured data–from word processing documents to websites, emails to instant messages. The authors review the business drivers that have made unstructured data so important–and explain why conventional methods for working with it are inadequate. Then, writing for business professionals–not just data mining specialists–they walk step-by-step through exploring your unstructured data, understanding it, and analyzing it effectively. Next, you'll put IBM's techniques to work in five key areas: learning from your customer interactions; hearing the voices of customers when they're not talking to you; discovering the “collective consciousness” of your own organization; enhancing innovation; and spotting emerging trends. Whatever your organization, Mining the Talk offers you breakthrough opportunities to become more responsive, agile, and competitive. Identify your key information sources and what can be learned about them Discover the underlying structure inherent in your unstructured information Create flexible models that capture both domain knowledge and business objectives Create visual taxonomies: “pictures” of your data and its key interrelationships Combine structured and unstructured information to reveal hidden trends, patterns, and relationships Gain insights from “informal talk” by customers and employees Systematically leverage knowledge from technical literature, patents, and the Web Establish a sustainable process for creating continuing business value from unstructured data Preface xv Acknowledgements xx Chapter 1: Introduction 1 Chapter 2: Mining Customer Interactions 21 Chapter 3: Mining the Voice of the Customer 71 Chapter 4: Mining the Voice of the Employee 93 Chapter 5: Mining to Improve Innovation 111 Chapter 6: Mining to See the Future 133 Chapter 7: Future Applications 163 Appendix: The IBM Unstructured Information Modeler Users Manual 171

what's The One Thing Companies Care About? Conversion. Getting Potential Customers To Convert Into Real, Actual, Customers. But How Do You Do That In A World Of Facebook, Google, Youtube, Blogs, And Flickr? Mike Moran Shows You How—by Trying Lots Of Little Things, Studying The Results, Learning Quickly From Your Failures, And Doing It All Over Again. He Gives You A Framework For Getting Over Your Fears Of Talking With Your Customers Without A Committee To Protect Your Behind. Great Book.

–robert Scoble Video Blogger Of The Scoble Show And Co-author Of The Top-selling Corporate Blogging Book, Naked Conversations

start Fast, Fix Fast, And Fix Again: Marketing For Breakthrough Results

for Decades, Marketers Have Been Taught To Carefully Plan Ahead Because “you Must Get It Right–it’s Too Expensive To Change.” But, In The Age Of The Web, You Can Know In Hours Whether Your Strategy’s Working. Today, Winners Don’t Get It Right The First Time: They Start Fast, Change Fast, And Relentlessly Optimize Their Way To Success. They Do It Wrong Quickly…then Fix It, Just As Quickly!

in This Book, Internet Marketing Pioneer Mike Moran Shows You How To Do That–step-by-step And In Detail. Drawing On His Experience Building Ibm.com Into One Of The World’s Most Successful Sites, Moran Shows How To Quickly Transition From “plan Then Execute” To A Non-stop Cycle Of Refinement.

you’ll Master Specific Techniques For Making The Web’s “two-way Marketing Conversation” Work Successfully, Productively, And Profitably. Next, Moran Shows How To Choose The Right New Marketing Tools, Craft Them Into An Integrated Strategy, And Execute It…achieving Unprecedented Efficiency, Accountability, Speed, And Results.

• The Indispensable Online Marketing Guide For Every Cmo, Brand Marketer, Direct Marketer, Online Marketing Specialist, Strategist, And Entrepreneur

• Learn More From Your Customers–and Learn It Faster

• Systematically Measure Online Marketing Results–and Improve Them

• Create Deeper Relationships With Your Customers On The Web

• Leverage Podcasting, Social Networks, Wikis, Virtual Worlds, Search, Viral Marketing, Blogs, And Other New Tools

• Build A Lean, Mean Conversion Machine

• Preview New Innovations You’ll Be Implementing Next Year And The Year After

• Overcome The Organizational, Political, And Personal Obstacles That Keep Marketers Doing Things The “old-fashioned” Way

foreward Xv

preface Xvii

acknowledgements Xxiii

about The Author Xxvii

part 1: That Newfangled Marketing 1

chapter 1: They’re Doing Wonderful Things With Computers 3

chapter 2: New Wine In Old Bottles 21

chapter 3: Marketing Is A Conversation 55

part 2: That Newfangled Direct Marketing 103

chapter 4: Going Over To The Dark Side 105

chapter 5: The New Customer Relations 149

chapter 6: Customers Vote With Their Mice 211

part 3: That Newfangled You 253

chapter 7: This Doesn’t Work For Me 255

chapter 8: This Won’t Work Where I Work 275

chapter 9: This Stuff Changes Too Fast 315

glossary 335
index 365

"What's the one thing companies care about? Conversion. Getting potential customers to convert into real, actual, customers. But how do you do that in a world of Facebook, Google, YouTube, blogs, and Flickr? Mike Moran shows you how-by trying lots of little things, studying the results, learning quickly from your failures, and doing it all over again. He gives you a framework for getting over your fears of talking with your customers without a committee to protect your behind. Great book."--Robert Scoble Video blogger of the Scoble Show and Co-author of the top-selling corporate blogging book, Naked Conversations Start Fast, Fix Fast, and Fix Again: Marketing for Breakthrough Results For decades, marketers have been taught to carefully plan ahead because "you must get it right-it's too expensive to change." But, in the age of the Web, you can know in hours whether your strategy's working. Today, winners don't get it right the first time: they start fast, change fast, and relentlessly optimize their way to success. They do it wrong quickly ... then fix it, just as quickly! In this book, Internet marketing pioneer Mike Moran shows you how to do that-step-by-step and in detail. Drawing on his experience building ibm.com into one of the world's most successful sites, Moran shows how to quickly transition from "plan then execute" to a non-stop cycle of refinement. You'll master specific techniques for making the Web's "two-way marketing conversation" work successfully, productively, and profitably. Next, Moran shows how to choose the right new marketing tools, craft them into an integrated strategy, and execute it ... achieving unprecedented efficiency, accountability, speed, and results . The indispensable online marketing guide for every CMO, brand marketer, direct marketer, online marketing specialist, strategist, and entrepreneur Learn more from your customers-and learn it faster Systematically measure online marketing results-and improve them Create deeper relationships with your customers on the Web Leverage podcasting, social networks, wikis, virtual worlds, search, viral marketing, blogs, and other new tools Build a lean, mean conversion machine Preview new innovations you'll be implementing next year and the year after Overcome the organizational, political, and personal obstacles that keep marketers doing things the "old-fashioned" way Foreward xv Preface xvii Acknowledgements xxiii About the Author xxvii Part 1: That Newfangled Marketing 1 Chap ..

Leverage Unstructured Data to Become More Competitive, Responsive, and Innovative

In Mining the Talk, two leading-edge IBM researchers introduce a revolutionary new approach to unlocking the business value hidden in virtually any form of unstructured data–from word processing documents to websites, emails to instant messages.

The authors review the business drivers that have made unstructured data so important–and explain why conventional methods for working with it are inadequate. Then, writing for business professionals–not just data mining specialists–they walk step-by-step through exploring your unstructured data, understanding it, and analyzing it effectively.

Next, you’ll put IBM’s techniques to work in five key areas: learning from your customer interactions; hearing the voices of customers when they’re not talking to you; discovering the “collective consciousness” of your own organization; enhancing innovation; and spotting emerging trends. Whatever your organization, Mining the Talk offers you breakthrough opportunities to become more responsive, agile, and competitive.

• Identify your key information sources and what can be learned about them
• Discover the underlying structure inherent in your unstructured information
• Create flexible models that capture both domain knowledge and business objectives
• Create visual taxonomies: “pictures” of your data and its key interrelationships
• Combine structured and unstructured information to reveal hidden trends, patterns, and relationships
• Gain insights from “informal talk” by customers and employees
• Systematically leverage knowledge from technical literature, patents, and the Web
• Establish a sustainable process for creating continuing business value from unstructured data

Preface xv

Acknowledgements xx

Chapter 1: Introduction 1

Chapter 2: Mining Customer Interactions 21

Chapter 3: Mining the Voice of the Customer 71

Chapter 4: Mining the Voice of the Employee 93

Chapter 5: Mining to Improve Innovation 111

Chapter 6: Mining to See the Future 133

Chapter 7: Future Applications 163

Appendix: The IBM Unstructured Information Modeler Users Manual 171

"What's the one thing companies care about? Conversion. Getting potential customers to convert into real, actual, customers. But how do you do that in a world of Facebook, Google, YouTube, blogs, and Flickr? Mike Moran shows you howby trying lots of little things, studying the results, learning quickly from your failures, and doing it all over again. He gives you a framework for getting over your fears of talking with your customers without a committee to protect your behind. Great book." Robert Scoble Video blogger of the Scoble Show and Co-author of the top-selling corporate blogging book, Naked Conversations Start Fast, Fix Fast, and Fix Marketing for Breakthrough Results For decades, marketers have been taught to carefully plan ahead because you must get it rightits too expensive to change. But, in the age of the Web, you can know in hours whether your strategys working. Today, winners dont get it right the first they start fast, change fast, and relentlessly optimize their way to success. They do it wrong quicklythen fix it, just as quickly! In this book, Internet marketing pioneer Mike Moran shows you how to do thatstep-by-step and in detail. Drawing on his experience building ibm.com into one of the worlds most successful sites, Moran shows how to quickly transition from plan then execute to a non-stop cycle of refinement. Youll master specific techniques for making the Webs two-way marketing conversation work successfully, productively, and profitably. Next, Moran shows how to choose the right new marketing tools, craft them into an integrated strategy, and execute itachieving unprecedented efficiency, accountability, speed, and results . Foreward xv Preface xvii Acknowledgements xxiii About the Author xxvii Part 1: That Newfangled Marketing 1 Chapter 1: Theyre Doing Wonderful Things with Computers 3 Chapter 2: New Wine in Old Bottles 21 Chapter 3: Marketing Is a Conversation 55 Part 2: That Newfangled Direct Marketing 103 Chapter 4: Going Over to the Dark Side 105 Chapter 5: The New Customer Relations 149 Chapter 6: Customers Vote with Their Mice 211 Relationships with your customers on the Web*Leverage podcasting, social networks, wikis, virtual worlds, search, viral marketing, blogs, and other new tools*Build a lean, mean conversion machine *Preview new innovations you'll be implementing next year and the year after*Overcome the organizational, political, and personal obstacles that keep marketers doing things the "old-fashioned" way Foreward xv Preface xvii Acknowledgements xxiii About the Author xxvii Part 1: That Newfangled Marketing 1 Chapter 1: They're Doing Wonderful Things with Computers 3 Chapter 2: New Wine in Old Bottles 21 Chapter 3: Marketing Is a Conversation 55 Part 2: That Newfangled Direct Marketing 103 Chapter 4: Going Over to the Dark Side 105 Chapter 5: The New Customer Relations 149 Chapter 6: Customers Vote with Their Mice 211 Part 3: That Newfangled You 253 Chapter 7: This Doesn't Work for Me 255 Chapter 8: This Won't Work Where I Work 275 Chapter 9: This Stuff Changes Too Fast 315 Glossary 335 Index 365 Take advantage of web marketing, move fast, measure results, adjust and win in the competitive marketplace. Features changing the marketing mind-set from 'plan then execute' to a continuous refinement cycle and how to successfully deploy an on-line strategy that can create efficiencies and rapid results