Trendology

Page 1

Copyrighted material – 9781137479556

CONTENTS

List of Figures

vii

Foreword

xi

Acknowledgments

xiii

Author’s Note Introduction

xv No Time Like the Present

1

1 Relevance Is Trending Up

13

2 Understanding Brands on Twitter

39

3 RTM Performance for Big, Known Events

87

4 RTM Performance for Unknown Events and Daily Trends

125

5 Laying a Data-Driven Foundation for Real-Time

147

6 Aiming for Real-Time Success

167

7 The Data-Driven RTM Process

181

8 The Future of RTM

207

9

225

Conclusion

Notes

227

Index

229

Copyrighted material – 9781137479556


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