Top 3 {Unique} Media Sites for #SXSW

Top 3 {Unique} Media Sites for #SXSW SXSW media



Can I Have Access to This Real Time?

I can add you to my team for free – you just need a Twitter account to log in. Email (jack{at} or tweet me your email address and I’ll get you in asap.


What Exactly Does “Unique” Mean?

Do you see that Mashable is ranked #1? That means that, of all the people who tweeted using the #SXSW hashtag, more of them follow Mashable than any other media site.

Now look at Do512; see the “Kapow” exclamation mark? That means that Do512 is “over-represented” by this engagement group. This means an unusually high proportion of #SXSW tweeters follow @Do512 (and the same for Austin Chronicle and Austin 360).

Why should you care? If you want to reach SXSWesters, you may have much better engagement from media you place on these 3 sites than Mashable, which is full of people who aren’t thinking about SXSW now.


How’d You Do This?

This is a “Campaign Report” running real time. It’s a sample group of up to 10,000 people who’ve used #SXSW in a tweet. There’s a lot more info than this.

Email me at jack{at} if you want to get on the team – you only need your Twitter account to get in.


3 Reasons Time is the Achilles Heel of Consumer Research

3 Reasons Time is the Achilles Heel of Consumer Research

Screenshot 2013-11-19 at 14


(Originally published in B2B Marketing)

Imagine a scenario in which you want a new book. You go to an online book retailer and sign up to fill out a survey. A customer service rep mails you a questionnaire or calls to ask what kind of person you are, what books you like, and how much time you spend reading. He may even talk to your friends and family to make sure you gave an accurate portrayal of yourself.

After the form is filled out, a week is required to manually collate the data. Then, the company sends you an email with a suggested book. You hop over to the site and pay for your personalized recommendation, and five days (13 since you started looking) later, you receive it.

See how crazy that is?

Yet most companies conduct consumer research with the same lengthy, manual-intensive approach.

Consumer Research Takes Too Long

Remember how we used to check email? We’d hook a computer up to the phone line, wait for the dial-up shrieking to end, and download our email. Consumer research today is the dial-up Internet of yesterday.

Think about it. It can take weeks at best — usually more like months — to complete a consumer research project. How relevant is the data at that point? What if the competition uncovers a solution everyone’s looking for while you’re still gathering data?

Did you miss the “moment”? Almost surely.

And It’s Just a Snapshot

Most consumer research is done manually, right? Think about those survey people you avoid at the mall or the surveys you receive via email. (Cue dial-up screeching.)

Opinions could have changed drastically while you were waiting on survey data. Today, three to six months is a lifetime in the modern marketing world.

Marketing windows are indeed compressing. CMOs today are intrigued by the target moment — the Oreos Super Bowl tweet that won such acclaim. But, for good reason, moment advertising is inherently dangerous and seat-of-the-pants assumptions just aren’t good enough to risk your brand’s reputation. You need hard data, and you need it now.

Making Assumptions is Too Risky

And yet, to capture that ‘moment’ that’s exactly what’s happening with some brands.
Big Data is a very possible answer. And yes, Big Data may be an unsexy cliché, but it’s the Bill Gates of the marketing world. In an unassuming way, it will be running the world of advertising.

But like Bill Gates’ achievements, it’s very hard work that you need to undertake with dedication. It’s onerous, but possible, to sift through tweets and Facebook posts to look for insights. Listening tools like HootSuite will let you follow mentions of your company or product across several social media platforms. Platforms like Spredfast and Salesforce are decent tools to find quantitative data and a few qualitative metrics like sentiment analysis, which can be very helpful when your audience is segmented.

Making assumptions about the tastes and personalities of your target segments without data can be too risky. Yet it’s happening more and more because the comfortable alternative is relying on outdated, expensive market research, which means you’ve missed the moment. Falling back on traditional consumer research will have you downloading that file at dial-up speeds while your competition flies past.

It’s about time market research left the dial-up era.


About Mattr

Segment your audience in hours — not weeks or months — all without asking questions. Craft campaigns and products that appeal to their personalities and unique interests.

What is Your Focus Group NOT Telling You?

What is Your Focus Group NOT Telling You?



Originally published in Everything Business Corp!


Marketers have used focus groups to get feedback from real consumers for decades. But often, a focus group just reaffirms marketers’ beliefs or gives a distorted view of how customers really feel. The truth is that focus group research often fails — or at least fails to deliver any groundbreaking insights.

What your focus group can’t tell you
Because of the nature of focus groups — a small sampling of people led in a group discussion by a moderator — a focus group cannot tell you about:

  •  Benchmarking. Benchmarking allows you to better leverage your marketing or R&D dollars and uncovers extreme data points, either to avoid negative response or capitalize on positive response.
  • Personality. You can fill your focus group with young women, but if you want to target compassionate young women, you’re going to need something other than a focus group to find them effectively.
  • Trends. Focus groups provide you with detailed information that is frozen in time. You get a one-time snapshot of a group’s response, but this doesn’t allow you to see trends.
  • Unaffected Responses. Probably the most significant drawback to focus groups is that the participants’ responses are greatly affected by two parties: the moderator and dominant voices. Research studies on interviewer/response bias have appeared since 1955, and the moderator’s attitudes and behavior can have a significant effect on the group.

About Mattr

Segment your audience in hours — not weeks or months — all without asking questions. Craft campaigns and products that appeal to their personalities and unique interests.

Why Aping Oreo’s Super Bowl Moment Is A Pointless Risk [3min read]

Why Aping Oreo’s Super Bowl Moment Is A Pointless Risk [3min read]

Stop Reacting to Others’ Real-Time ‘Moments’ and Do Your Research to Create Your Own


There’s a lot of hub-bub over ‘target moments’, or ‘moment advertising’. But how much should you worry about so-called real time marketing? Is it worth the risk to your reputation and budget? You’re no doubt under a lot of pressure to spool up a team to react to these moments others create. You should re-consider.

There’s good reason for you to be feeling this pressure. The reactive, real-time moments, both the wins and losses, are the ones that I seem to hear about most. Here’s a byte that had the audience tittering at a recent conference:

“Advertisers aren’t looking at target markets anymore. They’re looking at target moments.”

The discussion continued to talk about those real-time, opportunistic moments like when the lights went off during the Super Bowl and Oreo tweeted this:

The Dunk in the Dark story

Now forget the story for a moment and focus on the image and copy. What does it make you feel?

If you know the story behind it (and that’s a bigger “if” than you think), you may feel envy or admiration. After all, it was a herculean effort to make this happen with such apparent ease.

This was the Addy of real-time moments.

Moments You Create Can Offer Far More Value

Here’s another conquest from the Oreo team:

How does this one make you feel? For me, I nearly teared up with pride that a major consumer brand would lead with its chin, hands-on-hips, and shout out the message of equality. They voiced a very strong opinion, that their research told them would work, rather than reacting to a real-time moment with a bit of safe copy.

“It made me feel great. I bought some Oreos.”

From a consumer’s point of view, the Gay Pride ad made me buy Oreos. Dunk in the Dark? It excited marketers.

Moments You Create are Less Risky

What’s the win-lose ratio for reactive moments? Does it matter?

The point of view of the brand manager can win out over creative. Why would she risk her brand’s reputation to win the praise of the advertising media?

Reacting to other people’s moments is the desperate action of a cornered cat. It’s always playing offense — and rarely an opportunity for anything but an innocuous response. It’s why the Oreo copy is so milquetoast.

Except in this case, you’ve not been backed into a corner. You don’t need to dedicate the people or money to react to someone else’s moment. It’s a phantom crisis.

Create your own moment. Let others react.


About Mattr

Mattr’s Web-based software is for people who want sophisticated segmentation analyses on a brand or campaign but need it sooner than a long-term research project.

Redbull’s Most Hated Tweet

Redbull’s Most Hated Tweet

Redbull is making the news again for its heavily caffeinated drink, but in a very negative way.

Looking for something surprising, I checked them out in our updated segmentation app to see how their tweets fared in September. Of all the highest-engaged tweets, I was surprised that this one hit a massive 46% negative response.


Some Background. Our app segments a brand’s social audience (Twitter, in this instance), including a qualitative measure, “Brand Personality”. Marketers can target under-engaged segments, for example, then see how targeted content or campaigns were received by that persona. The app is priced to be super-accessible, which means “cheap”, to real people.

In this case, Men responded poorly to this tweet.


What this Means: For this male-gender Persona who didn’t respond well to the tweet, 33% have the “Reliable” Brand Personality trait, 67% are young parents, and about two-thirds come from somewhere other than the US, Canada, or the UK. Their sentiment is 6.6, or 66% negative, compared to a benchmark of 68% positive. It’s a small sample size, but for such highly-targeted functionality, it’s far better and can be indicative of a trend.

Digging a little deeper, let’s look at their Benchmarked Interests just for Media:

Mattr Redbull Interests

What this Means: The “KAPOW’ red exclamation icon means that the interest is a “Benchmark Alert”, which means that the percentage of followers is higher than the benchmarked twitter following. This puts things in nice perspective for you and also can provide opportunistic media values – those under-served media that might be cheaper. In this specific case, you might want to talk to these Persona with a different tone.

There’s obviously a lot more in the app and we’re happy to give you access to show you more.


About Mattr

Segment your audience in hours — not weeks or months — all without asking questions. Craft campaigns and products that appeal to their personalities and unique interests.