Half the money I spend on advertising is wasted; the trouble is, I don't know which half*. i-sieve technologies can tell you.
The closest thing that other people do to what we do is called Sentiment Analysis. That is, measuring sentiment towards brands, events and so on. What differentiates i-sieve is that we can not only tell you that sentiment towards a brand is positive or negative following a given campaign, but why this is so. What is it that people like about a product, when do they decide to buy or go to the competition?
These are the kinds of strategic questions that only i-sieve can answer.
Using cutting-edge document classification and data extraction techniques, i-sieve identifies blogs, message board posts, Twitter feeds, publicly accessible social network pages, You Tube videos and comments, as well as online articles, that make specific comments about the subject in question. These are classified as positive because of X, negative because of Y, neutral and 'irrelevant but interesting.' Comments are extracted and tabulated so that customers see the relevant comment and the URL where it was found. You get the full data, directly from the Web. No data base of pre-selected sources and full transparency so you can see the data for yourself.
I can go on about the difference between what i-sieve does and what others do but that's enough for here.
I act as a project manager, taking the lead in i-sieve's involvement with collaborative projects across Europe. For example, we're working on a cultural heritage project called PATHS. This is all about creating and sharing paths between objects held in the online archives operated by museums and art galleries. Here, i-sieve technology is being used to identify online relevant resources outside the collections that enrich the user experience. More details on the PATHS project Web site.
I also do a good deal of time networking and generally developing new business for the company.
*John Wanamaker, 1922