Comments on: Fisheye Analytics reignites the debate around AVE http://reputationonline.co.uk/2010/03/09/fisheye-analytics-reignites-the-debate-around-ave/ Reputationonline.co.uk weblog Mon, 06 Sep 2010 22:27:52 +0100 http://wordpress.org/?v=2.8.4 hourly 1 By: Andrew Stretton http://reputationonline.co.uk/2010/03/09/fisheye-analytics-reignites-the-debate-around-ave/comment-page-1/#comment-2026 Andrew Stretton Wed, 10 Mar 2010 04:15:29 +0000 http://reputationonline.co.uk/?p=3104#comment-2026 Interesting article, and some great questions asked. You touch on sentiment analysis, and the fact that even if you found a way to measure this perfectly, two articles given the same sentiment score could have different chances of affecting people's decisions. In the same way, one consumer's non-credible source could be another consumer's best friend. <br><br>Another way to look at these datasets would be to include sites outside the top 20000 and segment the people by location, interests, paid/unpaid etc. You could then benchmark how much of each of your target sectors your client has reached compared to their competitors. The key to Lindsey Vonn's success might then be shown to be the non-sports media and non-sports fans that were mentioning her and not mentioning anyone else. Armed with the touch-points important to these audiences you could recommend good strategies to London 2012 athletes looking for coverage and sponsorship. Interesting article, and some great questions asked. You touch on sentiment analysis, and the fact that even if you found a way to measure this perfectly, two articles given the same sentiment score could have different chances of affecting people's decisions. In the same way, one consumer's non-credible source could be another consumer's best friend.

Another way to look at these datasets would be to include sites outside the top 20000 and segment the people by location, interests, paid/unpaid etc. You could then benchmark how much of each of your target sectors your client has reached compared to their competitors. The key to Lindsey Vonn's success might then be shown to be the non-sports media and non-sports fans that were mentioning her and not mentioning anyone else. Armed with the touch-points important to these audiences you could recommend good strategies to London 2012 athletes looking for coverage and sponsorship.

]]> By: gedcarroll http://reputationonline.co.uk/2010/03/09/fisheye-analytics-reignites-the-debate-around-ave/comment-page-1/#comment-2023 gedcarroll Tue, 09 Mar 2010 20:40:08 +0000 http://reputationonline.co.uk/?p=3104#comment-2023 Facinating approach and great powerpoint fodder but how does that measurement map on to client objectives? AVE measures noise created rather than client business objectives achieved or assisted. Facinating approach and great powerpoint fodder but how does that measurement map on to client objectives? AVE measures noise created rather than client business objectives achieved or assisted.

]]> By: Owain Betts http://reputationonline.co.uk/2010/03/09/fisheye-analytics-reignites-the-debate-around-ave/comment-page-1/#comment-2022 Owain Betts Tue, 09 Mar 2010 18:34:12 +0000 http://reputationonline.co.uk/?p=3104#comment-2022 Whatever your views on AVE in media metrics, it's always going to be there in some form or another. It's good to see a refreshing take on the measurement - and one that makes it a little bit, yes a little, more plausible. Still more work to be done though as other measurements provide a greater insight into a media campaign. Whatever your views on AVE in media metrics, it's always going to be there in some form or another. It's good to see a refreshing take on the measurement – and one that makes it a little bit, yes a little, more plausible. Still more work to be done though as other measurements provide a greater insight into a media campaign.

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