Former Microsoft Exec Opens Analytics Firm

In the US, former Microsoft exec Chris Treadaway has unveiled the private beta of Polygraph Media - an analytics platform to help companies understand and manage their social media assets and activity, and track that of competitors.

Internet entrepreneur Treadaway, the author of Facebook Marketing an Hour a Day, was previously Group Product Manager of Web Strategy at Microsoft, before founding social data mining and analytics firm, Notice Technologies.

His new platform Polygraph Media mines engagement data, and uses a cross-platform functionality which integrates across Facebook, YouTube and Twitter to provide a snapshot of how successfully companies use social media.

The tool analyzes a social media property for number of likes, followers, friends, trending topics, top keywords, comment numbers, @replies and total view counts. Subsequent data is segmented by account, time, or in custom ways that the user defines on the fly.

Treadaway describes social media data as a 'giant black hole' for brands, with data routinely ignored, and with marketers having 'wildly different views' about what the data represents and how to measure it.

'With Polygraph, we want to help companies truly know themselves and how they are performing, and what has been effective or not for their competitors. Nobody has put this kind of information into simple, easily understood reports, and that's what we're doing,' Treadaway adds.

Web site: www.polygraphmedia.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.