It doesn’t take long for predictions to become predictable: The rise and rise of Facebook; advancements in analytics; the normalisation of chatbots; personalisation, programmatic, automation, authenticity… The prediction that’s missing from these lists is that in 2017 we will witness a resurgence of values-based marketing.
Netvibes has launched its latest ‘dashboard of things’ (DoT), a programmable intelligence tool that allows businesses to create customised ‘potions’ to automate interactions between data, apps and connected devices.
The vendor claimed DoT is the first platform to enable enterprises to fully programmatise their own business logic and automate actions based on data intelligence. Interactions on the platform are triggered by analytical data insights. Rather than waiting for a human decision maker to read the data and decide to act, organisations can program their Netvibes dashboard to act automatically and immediately in response to data.
Netvibes CEO, Freddy Mini, said the project arose from the “basic hunter and gather philosophy” of aggregating content, opinion and sentiment all into one place.
“For marketing departments, this is a great way to work with your ad or PR agency to make sure that you are all on the same page, and you can effectively gather and monitor the opinion of everybody,” he told CMO.
Mini explained the dashboarding solution was built on three fundamental layers of intelligence in order to react to public opinion in real time.
“The first layer is the intelligence of content, because you only aggregate the things that are relevant to your brand or campaign,” he said. ‘The second is the intelligence of business, and the third is the intelligence of logic.”
One company to recently implement Netvibes as part of its optimised and automated marketing strategy is French brand, Elle & Vire. The dairy company uses Netvibes dashboards to track all digital conversations concerning the brand and related topics across social networks, images, press and media.
The dashboarding solution allows the brand to more effectively listen to customer sentiment across all digital channels, monitor brand reputation on news, blogs and forums, as well as identify key influencers in different regions. Elle & Vire also uses the dashboard to analyse key data metrics while at the same time comparing its overall marketing and content strategy to its competitors.
Elle & Vire head of digital marketing, Christophe Fournier, said being able to compare its performance against competitors in real time was of great value.
“Netvibes’ greatest benefit to Elle & Vire is that we can monitor everything constantly,” he said. “With Netvibes’ comparative data charts, we can easily analyse vast amounts of social and marketing data, then adjust our digital content strategy accordingly.”
As a result of implementing Netvibes, Elle & Vire saves one hour each day on digital monitoring. Importantly, the company was able to automatically track results of a campaign concurrently running with a culinary TV show run by its competitor. This led to increasing spikes of the brands’ mention that far exceeded all other competing brands.
“Netvibes’ real-time feature allows our team to stay current on the latest news,” Fournier continued. “We can see how real-world events now impact our brand and reputation.”
“Because they were reacting very quickly during the TV show, they were in fact able to get the most out of the TV show, despite the fact that they were not paid to sponsor the show,” Mini added.
Mini said automation is now becoming a more critical component of effective marketing and decision-making.
“I believe 80 per cent of business decisions can be automated,” he said. “It is up to the business people to put those automation measures in place. Programmable intelligence is a great way to make fewer mistakes and be operation 24/7, 365 day a year.”
Mini also saw huge opportunities with programmable intelligence, especially when it comes to corporate guidance.
“You must have an idea of what people are saying about your campaign and your brand,” he added. “You must listen in to the Internet to understand what is going on. But the Internet is 24/7, and the subjects you want to listen to are exploding. With Netvibes, you can ask a question that will be distributed to the world, 24/7, in all languages, at all times, every second, and you can be sure that the corporate guidance will be applied and enforced all the time. Now that is a huge relief.”
First introduced in February as a private technology preview, Netvibes DoT is also now available to consumers, who can use the platform to help automate their digital life and connect their ‘Internet of things’ (IoT) smart devices. Netvibes claimed millions of users each month use its dashboards to monitor everything that matters to them, their brand or their business online.
Netvibes is set to release an API to enable any developer to add custom integration for their own Ingredients and devices later this year.
Example ‘potions’ from Netvibes for enterprise:
- When the website goes down: Email the IT team, text the administrator, and automatically begin the reboot process through SSH.
- Warehouse monitoring: Every hour on the weekends, record the warehouse temperature logs on Tumblr. If the temperature exceeds a set limit, send push notifications to all of the manager’s devices and lower the temperature on the Nest Learning Thermostat.
Example ‘potions’ for marketers and agencies:
- Real-time crisis alerts: When negative mentions of your brand increase on Twitter, email the PR team and text the social media manager.
- Automated tracking and reporting: When a new article is published that mentions your company, add it to Pocket to read later and compile the articles into an automatic weekly email report.
- Social media automation: When a new post is published on the company blog, instantly share it on Twitter and Facebook.
Example ‘potions’ for consumers:
- Weather forecasting: When it’s going to rain, text yourself to “bring an umbrella” and post the forecast on Facebook.
- Plant Care: When your Parrot FlowerPower detects low moisture in the soil, send a Pushbullet notification to “Water the Plants” to all your devices and email yourself a reminder.
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