With 455,000 BzzReports and 69 million question responses stashed away in our database, there’s always a new discovery to make — it’s my heaven. There are several key questions, though, that we’re always asking ourselves. Are certain products more Bzzable than others? If we take out part of a BzzCampaign, or add something new, what does it do to the word-of-mouth? To BzzAgents’ response to the product? To the client’s impression of the results? To our own impression of the results? What about summer vs. winter, or Agents who are in more than one Campaign, or BzzKits that take longer to ship? (The list goes on.)
We’ve already answered all of these questions, and we’re satisfied with our answers, but oddly enough, we keep asking them anyways. Take the chart below, for instance. Each point represents a Campaign we’ve run (a yellow point just means that it’s labeled). Think of it this way: Campaigns futher to the right had a greater quantity of Agent activity, while Campaigns further towards the top had greater quality of Agent activity. So, you could get all the way to the right with tons of Agents in your Campaign, but you can only get to the top if each Agent submitted lots of BzzReports.
Firstly, let’s just mention Ralph Cool (a perfume Campaign we ran in 2004), way on the top of the chart. A popular product with wide appeal; a BzzKit with both the product and plentiful samples to hand out; the right group of Agents — it was a perfect storm of Bzz. Moving on, though, there’s a clear trend on the bottom left of the chart, where Campaigns that had more BzzReports overall also had Agents who each filed more Reports. As we look to the right, though, there are some Campaigns had so many Reports largely because they had more Agents involved.
But what represents a successful Campaign? That is, if we could move all our Campaigns into a certain area on this chart in the future, what would that be? Exactly which areas of this chart indicate successes for our clients, which indicate successes for us, and where do those overlap? Everyone’s qualified to answer, but there’s always an exception or a new perspective or a new question. And so, we keep asking…