Learn the Essentials of Targeting Intelligence
Targeting intelligence is the practice of taking a large amount of disorganized data and sifting it down to relevant, useful data. The need to target intelligence has developed in conjunction with the expansion of the internet, and the vast quantities of data that it throws at the researcher. Accordingly such a massive explosion of information demands an equally powerful technology to make sense of it. While we haven't quite managed to develop such a technology, we are in a position to explain targeting intelligence and what functions such a technology would be expected to perform.
The idea of targeting intelligence is to eliminate the need to waste countless man hours reviewing irrelevant data. The first step of this process is also the simplest: gather your data. Increasingly researchers are looking to emerging fields such as social media for their data. The increasing emphasis on Targeting intelligence can be linked to this development as one of the principal purposes of the method is to accurately quantify the ROI of social media projects.
The next stage of the process is to throw out any information that does not refer to your preferred subject. After that you categorize your data. It is of particular importance to note where conversations are taking place and with what regularity.
Once your data is organized it is time to analyze it. Analyzing data refines it to ‘intelligence'. When your data is analyzed you can divide it up and rank it. For example you can rank the overall value of a piece of data, or you can rank the value of its source.
Analyzing data is the ‘intelligent' part of targeting intelligence. What it really involves is evaluating data in a meaningful context. For example if you find out that sales of a particular product are down that is not intelligent data. However if you review the data in the context of a recent controversy surrounding the producer, we have intelligent data. With this contextualized data we can infer that sales fell as a result of the controversy. This is the essence of Targeting intelligence. The automation and streamlining of this process is likely to be the most significant technological development of the next few years.
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Modern information technology means we can track the activity of our competition and identify where they have been successful and where they have failed. This essentially means we can develop our strategies at the expense of the competition.
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