“Sophus3 has the capability to identify visitors who come from online campaigns, how they behave on your website and whether they turn into a lead or buy after that. With our analysis tools we can determine the effect of online advertising on consumer interest.”
The trackback facility for stories on VNU’s website has set me thinking that this is another avenue yet to be fully explored (exploited?) by those of us working in the Web PR 2.0 world. In the past, once a story appeared, you had no further means of continuing the conversation around it – or at least not in a way that was open to public scrutiny. For example, what if someone felt they were misquoted? Rather than write an angry letter to the Editor asking for a correction, you can put your case in the open and let people make their own minds up.
And before anybody asks, James has written an entirely faithful record of his conversation with John at the Gartner BI Summit of a few weeks ago. For those interested, more of John’s insights into the whole subject of business intelligence and business performance management can be found here: