‘Real time’ web surveillance offers crucial sales intelligence to leading radio franchise
Artesian Solutions, the provider of web-based market intelligence and surveillance software, has today announced the conclusion of an agreement with Global Radio, home to some of the UK's best-known commercial radio brands. Artesian, which provides a service that automates the process of gathering business intelligence from online resources, will deliver news orientated competitive intelligence in real time, with the ability to simultaneously monitor thousands of web based resources, carefully mining only those business critical stories which will help Global Radio by supporting faster and more effective selling.
Global's strategy of providing brand-led radio – through leading stations such as Heart, Magic and Classical FM - means that the company can offer its advertisers targeted, innovative campaigns that consistently deliver results. However, despite the company’s strength in this sector, radio advertising remains an ultra-competitive market, which is where Artesian were able to input their expertise.
Andrew Yates, CEO at Artesian Solutions, said:
“Global’s decision to incorporate social media as part of its overall sales and marketing strategy will help its salespeople to connect with customers more effectively. By using Artesian to analyse online sources like internet forums, blogs, and social networks in real time, Global’s sales team will be able to understand the trends and key topics of discussion that its customers are talking about at any given moment and then respond accordingly. By tuning into these online conversations and really listening to its customers, Global will be able to identify important opportunities and issues in real-time, as they happen.”
Sophie Hind, Project Director at Global Radio, said:
“The sales function in any market sector tends to be very competitive, but this is even more pronounced in radio. As a company that’s helping businesses to connect with nearly 20 million people every day, we really understand how important it is to target the right audience, with the right information, at the right time. After adopting a CRM solution from salesforce.com in order to manage customer data and relationships, we saw the need to fine tune this information and make it accessible to all our staff. The main attraction to Artesian was its ability to provide our mobile sales team with valuable, relevant business intelligence in real time.”