Research Tools
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Campaign Measurement Tools:
Yahoo has numerous tools -- some free, some with a fee -- to measure data and campaign impact, including the Yahoo Buzz index to measure public interest concerning your brand based on searches along both geographic and demographic parameters. Yahoo's tools can also measure incremental brand awareness, correct message association, brand favorability, and purchase interest. Yahoo Snapshot provides a detailed picture -- in terms of the demographics, interests, and online behavior -- of your audience. In addition, Yahoo can help you track post-click actions of respondents on your site or Yahoo's, as well as custom research capabilities. |
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Yahoo Groups:
A free service that allows users to bring together family, friends, and associates through a web site and email group. There are millions of groups to join. The service can be access via Yahoo or through any email program. |
Other players include
Google Analytics, HitBox, WebtTrends, PubSub, Technorati
What it could mean for marketers
The campaign measurement tools are the icing on the Yahoo marketing cake to make sure that your dollars are well spent and that you're reaching your target audiences with the right message.
Yahoo's Buzz index differs from the other players as it's a free tool that allows brands to see what's hot in various categories, including TV, music, sports, movies, actors and video games.
Don't know where to start? Found a group on Yahoo about your brand or your space, although with millions of groups formed chances are it may already exist! See what folks are saying about your brand. Listen in on the conversation or even better yet, actively participate.
