Forrester Rates “Listening Platforms”

Posted on | January 25, 2009 | Comments

Suresh Vittal at Forrester just released a “wave” on “Listening Platforms.” What’s a listening platform?

In response to marketers’ changing needs, brand monitoring vendors are evolving to offer a more strategic and comprehensive platform. Forrester refers to this category of vendors as listening platforms. Listening platforms differ from brand monitoring vendors in one fundamental way: They deliver insights to shape marketing strategy rather than simply tracking metrics.

Well, duh.

You can shell out $795 for the report here, or get it for free here. There’s also a pretty good summary at John Cass’ blog. If you’re a topline person:

We found that Nielsen BuzzMetrics and TNS Cymfony established early leadership — thanks to their strong balance of data collection, analytics, and consulting services. Dow Jones Insight, J.D. Power & Associates (JDPA), and Visible Technologies are all Strong Performers: Dow Jones Insight for its strong data coverage, JDPA for text mining and market segmentation capabilities, and Visible Technologies for a strong technology backbone. Biz360 is also a Strong Performer with an innovative product offering — Opinions Insight. This study’s sole Contender — Radian6 — lacks the ability to identify sentiment but offers a solution with an easily customizable user interface tailored for PR teams.

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