People love talking about themselves. Often that’s annoying and the informational outcome is minimal. More truth lies in Search and social data. The traces of information that billions of people leave on Google, social media, dating, and even pornography sites–finally reveal the truth. As Seth Stephens Davidowitz showed in Everybody Lies, we can learn what people think and what they do by monitoring their behavior. These predictions based on Google Search volume have outperformed any research institute in 2016 and again in 2020.
Start understanding the stage of the funnel.
Listening to Search Engines
Thanks to AI, Cloud Computing, and Superfast Networks, competitive monitoring is the new norm. Search listening can map keywords to need states, which tells us more than simple keyword lists and search volumes. We use the language that reflects how customers speak and generate multiple reports around long-tail, more editorial, or conversational searches.
When and where someone is looking for information, social support, inspiration, hard facts, or help tells us what they think and who they think is qualified as a trusted source. We use anonymous and aggregate data, not any individual data. Brand names, stock market prices, and shareholders’ information (Cap Tables) are public information. The same accounts for product names, price lists, and ratings in the shops. We find these insights in specialist forums and investment networks—no need for stalking or stealing private data. You have to know where to look for it and how to understand the data impact. And when you start analyzing this data, you get a different picture.
Search like it´s 2021 - not 1999
For a long time, we have been using searching engines like this:
💁🏽 You type in the first query, the Google Algorithm does it’s little magic, and you get a response. If you don’t like the outcome, you start the same process. You type in a second independent revised query. Again the Google algorithm does it’s little magic, and you get a new response. You can play this for a while. It’s time-consuming.
💁🏽 Now, let the Google algorithm learn from the first query – so it’s becoming a compound query, meaning it combines more than one component query into a single SQL statement via a set operator. In our first example, let the algorithm know that we are on a smartphone with GPS enabled. That’s not a big deal in 2020. Around 2 billion people can do that and immediately understand that the dentist’s address has geo-information, which can be read by google maps.
📲Your digital assistant, formerly known as your smartphone, has a built-in superpower. It can take photos and has sensors; it knows if you are walking, running, or driving. It knows where it is, where you have been, who your friends are, and that you have an active UBER account. The system managed the complexity in the background. The user experience is seamless and takes just one minute It´s a Game Changer in B2B and B2C. 🚀
Start listening to implicit signals.
We can combine multiple data sources and identify implicit signals. Here comes an example of an implicit indication. If I search for a specific category or brand, you learn a lot about my brand awareness, my attitude, and my buying intent.
Technical Data can be an important signal and indicate a business impact. For example: maybe you heard of drones and small satellites monitoring physical car traffic patterns. They can tell you how many cars leave the factory or how many vehicles use the Tesla Supercharger Network, including the time of day and frequency. You can learn about Tesla’s 🚕 adoption rates, charging interval, and you can analyze these insights over time and compare different stations of the Tesla Supercharger Network.
Improve your target market sizing
By understanding what people really think, not what they say they think, you will be able to reshape your value proposition, distribution strategy, and partner strategy for the new region or vertical.
Target Market Sizing is key for business and marketing planning, and budgeting for all startups, especially when seeking third-party financing. Diligent preparation makes sure, that you go-to-market in the right niche. Target Market Sizing quantifies the financial potential of your business in money terms or consumption units. Target Market Sizing helps you refine business model canvas hypotheses. Especially in an international context , you can recalibrate your assumptions. Expanding internationally comes with its own unique set of obstacles. Expect language and cultural barriers. You will have to understand the different ways people communicate. Different tax codes, business regulations, and packaging standards in different countries.
Market Size Estimates
Total Addressable Market = Entire chain of buyer/seller relationships. Value of the relationships at the point of consumption.
We use two methods to determine the total addressable market. First, a top-down analysis relies on secondary market research such as market analysis reports to determine how many end-users meet your different characteristics. Then, bottom-up analysis to identify how many customers there are, as well as how many end-users each customer has.
Served Addressable Market = The part of the Total Addressable Market for which your business model’s value proposition is strongest. The served addressable market is more clearly defined as that market opportunity that exists within a firm’s existing core competencies and/or past performance. A firm most likely can only service markets that are core or directly adjacent to its current customer base.
Target Market. The part of the Served Addressable Market segment with the most direct path to success. A segment of people considered likely to buy a product or service. A target market consists of customers that share the same buying motives and often as well follow similar characteristics, such as age, location, income, and lifestyle, to which a business directs its marketing.
Is there a correlation between racists and Trump voters?
You may not believe what the unbiased perspectives of millions of people can tell us. Search Listening is less subjective to unreliable responses, which can happen in surveys, or the desire to project a specific image rather than reality, which is a risk with social data.
Welcome to the world of Atlas Solutions and others
The mobile advertising ecosystem has experienced rapid growth in the past few years. The most important drivers are mobile devices and carrier networks’ technological evolution, enabling faster mobile bandwidth at flat rates. With the proliferation of smarter mobile touch screen devices and an open ecosystem of applications, mobile advertising connects billions of ad requests to ad spaces within milliseconds. More client cases about gathering insights in a world of ubiquitous computing.