More than any other aspect of digital, Mavens' speciality lies in online research, measurement, & data processing
We bring analytical rigour & innovation to the discipline; developing new methods of mining the Internet for data, and combining that with more traditional primary research information gathering & analysis methods.
We build our programmes on a bespoke basis for each of our clients, but there are certain categories of outcomes that can be identified.
Helping you understand your website content.
Many larger organisations face very difficult issues in maintaining a large website over time. Numbers of stakeholders, changes in personnel, shifts in company focus, and developments in technology all contribute to a site that is no longer understood or controlled by its creators.
Mavens is very proficient in assembling both an internal and external view of a website, and then presenting it back to multiple groups of stakeholders. We are able to deliver a view, page-by-page, of your online content's importance, visibility, and quality.
We also provide clear actions to rationalise, properly store, and – if necessary – migrate content, alongside new governance and management structures to ensure that the problems found do not occur again. All of these are presented personally to as many stakeholders as required.
An example of one of our reports.
Online market research.
Market research is something which Mavens is very familiar with, and its personnel have delivered projects in this area for almost every country in the world. North America, Brazil, Europe, China, Japan, Russia, Australia, Africa, and England are just some of the countries on our résumé.
Working from topics of interest or socio-demographic sections, we use a variety of Internet sources to provide insights into consumers’ behaviours, attitudes, and semiotics. We approach each problem based on our clients’ needs, bringing together multiple data sources to provide a clear picture of a given group of people.
In some cases we might provide qualitative observations from conversational analysis of topic speciality sites and online interviews. In others, we offer quantitative information from social networks, site-targeted surveys, and consumer language. In either case, we make the effort to present our research to our clients in the format they need to improve their businesses.
Your brand's position in the social web.
With the advent of the social web, brands can be developed more deeply than ever before. Marketing and PR departments can provide content for advocates, or develop it with them. Customer service can be offered directly to consumers. Competitor insights, and feedback on products, packaging, infrastructure, and messaging can be provided to all levels of a company.
At Mavens, we are proficient in using all of the major monitoring tools developed – Brandwatch, Visible Technologies, and Radian6, for example – alongside our own proprietary technologies, to deliver clear insights and recommendations throughout a business. We provide context for online commentary, helping our clients understand the scale and type of audience for any given opinion, and shape our delivery for whichever department or individual will be making use of the service.
Lastly, we can provide both continuous and ad hoc reports, depending on needs, as well as connecting online monitoring to more traditional brand tracking methods.
The online content around a topic.
When a brand is trying to create an impact online, it often is associating itself with some form of existing network. Examples might include parenting, various types of sport, gaming, or financial planning. In order to operate as effectively as possible, it is important to examine and track that online environment. In some cases, this is more important than the tracking of the brand itself, when circumstances mean that there is little feedback or commentary available.
To assist our clients in this area, we use our understanding of online searches, conversations, and content to develop a clear picture of a given market opportunity, including major content creators and owners, their cultures, and potential attention that can be purchased or earned.
As with brand monitoring, topic monitoring can take place on either a continuous or ad hoc basis, and often runs alongside an evaluation of the brand, to help understand how successful a given organisation is being in associating itself with desired attributes.
Improving your online performance through better data management.
Most organisations collect a great deal of information around their online activities. Paid search, display advertising performance, traffic statistics from analytics packages, natural search analysis, site surveys, and user experience measures, for example.
In several cases, this wealth of data creates nearly as many problems as it solves - meetings exist to work through page after page of reports that quickly overwhelm participants, but which still lack sufficient detail for those responsible for activating the relevant areas.
Mavens approaches this issue by consolidating all collected measures, and then creating appropriate and clear reports from the aggregated data. For executive and management meetings, a few clear elements are reported on, with basic trends and clear explanations for the same, if possible. For those personnel responsible for delivering results, all of the information they need is checked for accuracy, and worked on with them - even if some pieces of data are outside their direct remit. One key example of this is co-ordinating and measuring testing for the best marketing mix of paid and natural search.
Organising your data sources.
Bespoke Database Design
An extension of collecting and collating information, is its appropriately organisation and storage. Much of what we do results in the centralisation, cross-checking, and standardisation of our clients' data. In order to ensure that what we deliver is useful and scaleable in the future, we offer bespoke database design and hosting options.
On a client-by-client basis, we design an appropriate schema, then place the collected information within it. Feeds or business processes are set up to ensure that the resource remains up-to-date and useful in the future. Examples of this in action might be the consolidation of three monitoring tools across five markets to ensure consistent data, the separation of a website’s content into data fields, like dates and prices; or the amalgamating of all forms of search and traffic statistics.