Barry Levine says, “As it turns out, finding out which conversations on social media are connected to terrorism is not that different from finding out which conversations lead to a sale.

Menlo Park, California-based Quantifind, founded in 2009, was involved at one point in the former task, but now it is solely devoted to the latter.

But, unlike terrorists, marketers like to ask questions. In order to give marketers more control over getting insights from conversations that predict their business outcomes, the company released this week an Analysis application for its existing SIGNUM platform.

Previously, co-founder and president Ari Tuchman told me, a brand like a car company might ask Quantifind to search for clues in customer conversations and feedback indicating, say, what kinds of advertising approaches are most effective.

Quantifind would create the analytical model, onboard the data — including zillions of Twitter posts, Tumblr blogs, forum comments, customer surveys, call center transcripts and more — and then run the analysis against point-of-sale records or other results relating to the desired outcomes. The company likens this to conducting “the world’s largest unaided focus group.”

The results might indicate, for instance, that potential customers respond better to ads showing the interior of a new car”.

Hedgehogs, Foxes, And Third-Party Data: What Sellers Need From Marketers

Marketing Land

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