This document discusses different digital marketing techniques for influencing customer purchases including text analytics, attribute analysis, social network recommendations, and digital engagement radar. It provides strengths and weaknesses of each technique, with the goal of mapping customer purchase intent, identifying relevant channels, and measuring return on investment.

1. Map intent to purchase
Capture intent to cheat, fraud
INFLUENCING PURCHASE
FROM MEASURING 'LIKES' TO
Identify relevant digital channels
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Text Analytics
Evaluatefrequency,semanticrelationships, extract
trends,relationshipsandrulesofengagement
Strengths: Fast response, spot unfavorable
postingsquickly
Weaknesses: Can lead to considerable "noise" in
thedata
Attribute Analysis
Product attributes that customers “like” or “dislike”
andtheir responsetowardstheproduct
Strengths: Refined recommendations - Useful for
"cold start" applications where little personalized data
isavailable
Weaknesses: Difficult to determine and classify
attributes
Establish listening post
Social Network-based Recommendations
Facilitaterecommendationsharing
Strengths: Leverage existing social networking sites.
Well suited to new and small businesses lacking an intuitive
customerbase
Weaknesses: Recommendations are not scientifically
determined.Socialnetworkrelationshipscanbesuperficial
Measure impact, Estimate ROI
and extract digital insights
Digital Engagement
Radar*
Predictive modeling and entity mapping create
a holistic profile influencing intent to purchase
Create content using
insights from analytics