IBM puts a price on its Twitter analytics service

IBM is ready to sell the first sentiment analytics service that draws on a partnership it formed with Twitter last October

Dollar under spotlight

Spotlight shing on dollar sign on red background.

finance, banking, bank, currency, monetary, money, notes, trade, buying, selling, america, canada, USA, dollar, sign, symbol, wealth, incentive, spotlight, focus, scrutiny, color, colour, horizontal, red, black, white, shadow, concept, conceptual, illustration, graphical, graphic, effects, digital, dreamstime

dreamstime_0
Dollar under spotlight Spotlight shing on dollar sign on red background. finance, banking, bank, currency, monetary, money, notes, trade, buying, selling, america, canada, USA, dollar, sign, symbol, wealth, incentive, spotlight, focus, scrutiny, color, colour, horizontal, red, black, white, shadow, concept, conceptual, illustration, graphical, graphic, effects, digital, dreamstime dreamstime_0

The insight gained from a single tweet might not be worth much, but what about from a million?

IBM thinks businesses will pay US$2,000 to analyze a million tweets and correlate them with data sources including weather forecasts and sales figures.

"The first access to Twitter data is free, then it's pay as you go," Alistair Rennie, general manager for business analytics at IBM, said at Cebit on Tuesday.

The commercial launch of the Twitter analytics tool on IBM's Bluemix Platform-as-a-Service is one of the first fruits of a collaboration IBM and Twitter announced last October.

Then, the companies promised to bring a number of services to market, including one that allows third-party developers to integrate the Twitter analytics feed into their own projects via Bluemix.

In the intervening months, IBM has recruited 100 companies to test the service. On Tuesday it provided heavily disguised details of how three of them are using it. Some of the early customers are wary of being named because they don't want to encourage their competitors to access the same market intelligence, said IBM spokeswoman Kristi Eells.

Channelling the wisdom of crowds through Bluemix is cheap if you have a small crowd or don't want too much wisdom: The first five million tweets analyzed through the service are free. After that, said Eells, an additional 1 million tweets will cost $2,000 per month.

While plenty of other vendors offer Twitter analytics services, the key to IBM's offering is its ability to correlate findings with other information sources, whether public ones such as weather or fashion trends, or company-specific ones such as sales figures or personnel records.

IBM said one of the customers testing the service, a telecommunications operator, discovered a correlation between the weather and complaints about service outages. IBM uncovered this by analyzing weather reports and information about the location of tweets. Another company used it to quantify the extent to which staff turnover affected customer satisfaction.

While IBM's focus for now is on Twitter as a source of sentiment data, in other markets there are other collections of such data, said Robert Picciano, senior vice president for IBM Analytics. Twitter is the dominant source in Europe and the U.S., but in Asia it could be Line or QQ. Indeed, IBM has already worked with QQ owner Tencent on mining such data on its portal for the soccer World Cup last year, Picciano said.

Peter Sayer covers general technology breaking news for IDG News Service, with a special interest in open source software and related European intellectual property legislation. Send comments and news tips to Peter at peter_sayer@idg.com.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

3 skills you need to drive better collaboration

A study published in The Harvard Business Review found the time spent in collaborative activities at work has increased by over 50 per cent in the past two decades. Larger projects; complicated problems; tighter timeframes: These require bigger teams with specialised skillsets and diverse backgrounds, often dispersed globally.

Jen Jackson

CEO, Everyday Massive

Better the bank you know?

In 2018, only 21 per cent of customers believed that banks in general had their customers best interests at heart and behave ethically. Only 26 per cent believed that banks will keep their promises; views cemented further following the Hayne Financial Services Royal Commission.

Carolyn Pitt

Head of account management, Hulsbosch

What 15 years of emotional intelligence told us about youth media audiences

Taking people on an emotional journey through content is the most critical part of being a publisher. Which is why emotion lies at the heart of VICE Media.

Stephanie Winkler

Head of insights, VICE Asia-Pacific

This journey would identify all your future life aspects!

Maryann Humphrey

Open Colleges: one-to-one journeys is the goal

Read more

It's a pretty good idea. I think this integration is useful. Don't you agree?

Misty Stoll

Officeworks hops on voice interface bandwagon with Google Assistant integration

Read more

ok. so no RCS support? by the way, RCS is a lot bigger than 5G in terms of marketing and monetisation so y'all should be covering it.

DragoCubed

Optus goes for education with 5G network campaign

Read more

Many companies and individual merchants have shifted their major part of marketing to web marketing services Portland as it weighs fewer ...

Radiata Solutions

6 Ways to ramp up Social Media to Your Web Design

Read more

This is a unique experience! Will be interesting to talk to their managers.

Joyce Harris

​How Krispy Kreme revitalised its brand in a saturated market

Read more

Latest Podcast

More podcasts

Sign in