To be successful, each company must find out what its relevant target group is actually interested in and what the right topics are in order to market its products successfully. To obtain this information, the ‘when’ and ‘why’ people engage with their products and services needs to be assessed. And of course it should be automated and based on the vast amounts of communication from the web, from market research and data from their own internal sources. These data are collected, not only like in classic monitoring where they are based on keywords, but they are also semantically aggregated, structured and processed in such a way that it becomes possible to discover new connections. We call this method Smart Relevance Research (SRR). SRR provides the basis for a fact-based understanding of the customer and the prerequisites for successful, relevant communication.
Smart Relevance Research Daniela Kloth