“Reviews can help to identify points of improvement to change customer opinions”

Juan Carlos Martinez Selma

Interview with Juan Carlos Martinez Selma, CEO of Atribus, a media intelligence company in Spain.

Nice to meet you, Juan. Can you tell us about your background and what is included in your current role at Atribus?

The main roles I perform are management and coordination of all areas, from sales to marketing. A very important area in which we must put a lot of effort is in programming, for which it is necessary to promote new features and update our platform. To do so consistently, we are in contact with clients: I get into meetings with them regularly to ask them about their needs and to explore new tools that we can include in Atribus.

What makes Atribus different from other media intelligence companies?

Atribus has a great virtue, which is its proximity to the user. We provide a simple and intuitive interface so that clients do not have to waste their time on configurations or finding the right information on how to get things done. We also offer specific solution panels based on the main demands of companies and marketing teams, such as consumer insights, organic campaign analysis, online reputation management, influencer identification, and buyer persona analysis in one click.

What are your greatest challenges ahead at Atribus, when it comes to serving your customers and develop your offer?

Our biggest challenge is to offer the highest data quality. Our premise is the collection of data from social networks and the internet in general. They must be of value to the client according to the keyword, search, or topic that needs to be monitored.

Have you recently released any new technology-based solutions that will add to or improve the services you offer your clients?

Atribus Social Intelligence Technology is constantly providing updates to our collection technology. Currently, we rely on an artificial intelligence system that allows data to be collected and classified, for example, by the sentiment of the message.

What part of your current product has a lot of potential, but has not been adopted at the same rate yet by your clients?

Our image analysis product is a very potent part of Atribus and clients may not be aware of its full scope. Atribus’ image analytics technology uses the recognition of images on social networks to be able to obtain, for example, KPIs from the presence of a brand in a broadcast, video, or photo. It is a great way to extract ROI. A very interesting option for sponsors, for example.

Your platform serves several verticals. What types of clients within tourism can benefit from the Atribus platform and in what way?

Our specific social intelligence solutions for tourism are focused on both destinations and tourists. Clients can learn about the different types of tourism in the tourist destination, which will help them offer more appropriate tourism services and products, optimize experiences, and guide the communication strategy. In addition, our social listening technology allows us to extract insights from tourists which is helpful to create an accurate buyer persona.

Reviews are important for these clients. What insights can various reviews about your clients and their competitors give them?

Reviews can contribute to the perception of the tourist destination and can help to identify points of improvement to change customer opinions as well as maintain and enhance positive opinions. The opinions of the users are essential to get closer to their insights into tourist destinations but being precise requires a quantitative and qualitative analysis. This is where social listening can optimize the process. It saves costs and time, since it allows the preparation of reports with KPIs around – for example, the positioning of destination compared to the competition.

When it comes to the actual data behind the media intelligence you do, what kind of data or media not currently used can be interesting in the future?

Our vision for the future is focused on continuing to develop technology that allows quantitative data to be converted into qualitative data, to make it easier to understand the customer and extract valuable consumer insights.

How do you think the media intelligence industry will change in the next 5-10 years, and what are the greatest challenges ahead?

Social listening is a sector on the rise since social networks and the internet became the loudspeakers of users and society. Converting social data into actionable, applicable, and automatic information for both marketing and commercial strategies has become the development model of the sector. Automated qualitative data helps to understand how to reach customers, develop new products, lines of business, et cetera.

By Anna Roos van Wijngaarden

Twingly offers a Reviews Search API with over 5 million reviews per month from all over the world. Read more…

“Technology is king, but content is queen and she wears the pants”

Oliver Plauschinat

Interview with Oliver Plauschinat, Head of Business Development at Landau Media, a media monitoring company in Germany.

Hi Oliver, great to have you with us. Can you tell us about your background and your current role at Landau Media?

I studied business administration and wanted to do something with marketing, but ended up in the PR industry via market research. Over the last 20 years, I have worked in the field of research and analytics at various communications agencies and PR service providers in a management position. I spent almost 10 years at Kohtes Klewes – better known as Ketchum, as Head of Research. For more than three years I have been building up the new business unit C Solutions at Landau Media.

What makes Landau Media different from other media monitoring companies in Germany?

Good question, which our clients can certainly answer better. The offers of media monitoring organisations and the technologies they use are becoming increasingly similar and – from the client’s point of view, more replaceable. That is also why price is becoming more and more important.

We want to give our clients a complete overview of the published opinion about them. To get there, we monitor print titles in Germany, but we also use various content partnerships in social media – Twingly, for example. We also have a direct partnership with Twitter to guarantee our clients a high level of coverage in social media, which is becoming increasingly difficult to achieve.

What are your greatest challenges ahead at Landau Media, when it comes to serving your customers media intelligence and developing your offer?

For media monitoring it is the timely monitoring of traditional media, especially print. The evaluation process is technologically more complex and time-consuming than the crawling of online sources. Even more challenging is the licensing situation for the digital processing and distribution of print media in Germany. On average, clients in Germany pay a minimum of 3.60 euros in licences for a print article in their press review – that is over 70% of the total costs. This inhibits product innovations in Germany and large companies in Germany are considering cancelling press reviews completely or focusing only on editorial summaries. Landau Media has signed independent licence agreements with almost 2,000 publishers over the past 10 years to be able to offer our customers an alternative, attractive licensing model.

As for analysis services, the biggest challenge is to produce analyses faster and more efficiently. To achieve this, manual analysis work must be reduced. The integrations of AI technologies such as entity recognition, NLP, and machine learning are also major challenges.

Are you planning on releasing any new technology-based solutions that will improve your services?

We consistently use a hybrid intelligence approach when we implement new technologies. We ask ourselves how we can achieve better results from the interaction between humans and technology such as AI. It’s important for us that the combination achieves results that neither humans nor technology alone can achieve. We are currently testing how we can automatically create press reviews from a combination of human and artificial intelligence.

What are the most common misconceptions that customers have when it comes to media monitoring?

They believe that we can provide them with all information and data in real time and almost free of charge, because they use Google to get free, quick information. They don’t understand, for example, why we can’t monitor LinkedIn automatically or why online news can’t be delivered behind a paywall.

I want to describe a second big misconception with the well-known quote: “A fool with a tool is still a fool”! According to Scott Brincker from chiefmartec, there are already almost 10,000 communication and marketing tools. What is missing is the empowerment among clients to work with these tools and to interpret the data and key performance indicators from countless analysis dashboards.

When it comes to the actual data behind the analytics you do, what kind of data or media not currently used can be interesting in the future?

The deeper integration of owned media and data into the monitoring and analysis process is important for our clients, but I see a greater potential in the use of search data in the future. By analyzing user and search intentions, via Ubersuggest, Searchmetrics or Keyword Tool, we can gain useful information on topic interests and developments, which we can compare and link with discussions in social media or with media coverage.

I would slightly modify the quote of content marketing: “Technology is king, but content is queen and she wears the pants.” What I mean by that: how great is the best AI if you don’t have media content to monitor and analyse automatically?

What big challenges do you see coming up for the media monitoring industry in the next 5 years?

Everyone in the communication industry is talking about big data and data-driven communication and what new opportunities will arise. I am also fascinated by this, but I also notice how access to information and data in the digital world is becoming more and more limited. To name just a few examples: we receive less and less data from Facebook and Instagram, and one of the most important business networks, LinkedIn, cannot be accessed for any data at all via API.

By Anna Roos van Wijngaarden