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 marketing mistakes to overcome when courting prospective customers

Marketing that urges respondents to ‘buy now’ is a little like asking someone to marry you on your first date. At any time, only 3 per cent of the market is looking for what you’re selling, so the chances of your date randomly being ‘The One’ is pretty slim.

Sabri Suby

Founder, King Kong

Why are we dubious about deep learning?

The prospect of deep learning gives those of us in the industry something to get really excited about, and something to be nervous about, at the same time.

Katja Forbes

Founder and chief, sfyte

Why you can’t afford to fail at CX in 2019

In 1976 Apple launched. The business would go on to change the game, setting the bar for customer experience (CX). Seamless customer experience and intuitive designs gave customers exactly what they wanted, making other service experiences pale in comparison.

Damian Kernahan

Founder and CEO, Proto Partners

Red Agency YouGov Galaxy Report, February 2019 Predictors Study. https://redagency.com.au/re...

Vanessa Skye Mitchell

DNA-based marketing: The next big thing?

Read more

RIP holden

Max Polding

Marketing professor: For Holden, brand nostalgia ain’t what it used to be

Read more

Where does the claim that 2 million Australians have tested come from ? Anecdotal information suggests that this is way off the mark.

David Andersen

DNA-based marketing: The next big thing?

Read more

Thank you for the info , being part of a digital marketing agency in kerala , this proved handy and get to know with upcoming trends. htt...

Dotz Web Technologies

Predictions: 9 digital marketing trends for 2019

Read more

So who then is correct? The Research or The skilled Digital people.

Anene

Report reveals Australia faces digital skills shortage

Read more

Latest Podcast

More podcasts

Sign in