I'm Tom Webster. I'm a specialist in consumer behavior, and I've spent nearly 20 years telling stories with numbers and trying to gain insights from data. If you believe brands need to become media, then brands need to understand their audience--and that's simply not possible without inviting them into the process. That's been the foundation of my work, and I'm passionate about helping brands understand just what it takes to incorporate the voice of the consumer into their marketing, sales and operations.
BrandSavant is a blog about the proliferation of data being generated by social, digital and traditional media, and how to actually gain insight from this data. Despite (and perhaps because of) the metric tonnage of data being generated by today's web analytics, deriving representative, actionable data remains a challenge for marketers, brand managers and pretty much anyone trying to hit a target. This blog is an effort to plant a flag for quality in that regard--to ask better questions, in the hopes of getting better answers.
Besides my work here, I am also the principal author of a number of widely cited studies in digital and social media, including The Social Habit, Twitter Users in America and an annual series of studies on Podcasting. I am also the co-author of The Infinite Dial, the longest-running research series examining consumer usage of digital and traditional media in America.
I am currently Vice President, Strategy and Marketing for Edison Research (you know us best as the company that provides all of the exit polling data for the networks during the U.S. elections and primaries--if you watched coverage of the 2008 Presidential Election, you saw our data.) If you'd like to contact me about research opportunities, please visit Edison's contact page and I'll get right back to you. Otherwise, contact me here. I'm also on Facebook, LinkedIn and the Twitter.
It goes without saying that the opinions expressed here are my own and in no way reflect my current employer. But, hey, I said it anyway.
Thanks for stopping by.