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MKT 411 Advertising Management: Data Sources and Tools

Research Guide prepared for Katherine Burson

Marketing Data Tools through the Kresge Library

Web Data Sources and other useful tools

  • Ning: allows companies to build social networks.
  • Radian6: tracks and analyzes chatter about your brand, for instance.
  • Gender guesser: determines gender of author from text.
  • Quantcast: (free) provides demographic information pertaining to particular internet sites.
  • Brainjuicer: Research firm specializing in ethnographic research.
  • Klout: measures social influence.
  • Google Insights: (free) tracks search patterns.
  • Tweetvolume: (free) tracks how much something is getting tweeted.
  • Custom Scoop: monitors news, media, blogs (free trial).
  • Maltego: program that can be used to determine the relationships and real world links between people, organizations, etc.
  • Media Planning: Books available through Prof. Burson—please ask.

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