FEATURE29 August 2012

Corporate communicators

Who’s up, who’s down, who’s in and who’s out in our monthly ranking of the most influential market research voices on Twitter, including new corporate rankings.

As a rule, our monthly ranking of influential insight professionals on Twitter excludes corporate accounts. It’s not that we don’t think Twitter is a great tool for companies to promote themselves and engage with their customers and stakeholders. But our aim with this feature was to help researchers connect with other interesting individuals working in the same or related fields.

However, following several requests from readers, we have put together the following list of the ten most influential corporate accounts. Analytics technology firms dominate the list, which is unsurprising given the amount of activity going on in the space – with new launches, acquisitions and million-dollar investment deals a weekly occurrence.

Below that you’ll find our regular ranking of influential individual accounts. Our thanks, as always, to our data analysis partner Dollywagon (www.dollywagon.com).

Most influential corporate accounts on Twitter

RankHandleFull nameBio 
1.@googleanalyticsGoogle AnalyticsFollow us for the latest news, tips and trends from the Google Analytics team and friends. Burning analytics questions? Start here: http://goo.gl/gMi4ZFollow
2.@KISSmetricsKISSmetrics.comOfficial KISSmetrics Twitter account. Our online software helps online businesses turn analytics into insights that guide decision-making and growth.Follow
3.@ESRCESRCThe Economic and Social Research Council (ESRC) is the UK’s main organisation for funding research and training in economic and social sciences.Follow
4.@TeradataTeradataThe world leader in data warehousing.Follow
5.@businessobjectsSAP BusinessObjectsOfficial analytics solutions from SAP® account for news, updates, and conversation. Know your business, decide with confidence, and act boldly with analytics.Follow
6.@CuralateCuralateThe most comprehensive monitoring & analytics tool for #Pinterest. Partnering with the world’s largest brands, like @Real_Simple, @Bergdorfs, & @Benjamin_Moore.Follow
7.@ForresterForrester ResearchForrester Research, Inc. is an independent research company that provides pragmatic and forward-thinking advice to global leaders in business and technology.Follow
8.@The_ARFThe ARFNews and opinion on the advertising industry from The Advertising Research Foundation. @shelila is usually behind the curtain.Follow
9.@SASanalyticsSASanalyticsNews, info & best practices on forecasting, data mining, text analytics & optimisation software. Official Twitter feed for SAS Analytics by @kristinevickFollow
10.@CardinalPathCardinal PathCardinal Path offers web analytics services, User Experience and conversion testing and Search Marketing, Design and Development, and Social strategies.Follow

Most influential insight professionals on Twitter

RankHandleFull nameBio 
1.@avinashAvinash KaushikAuthor, Web Analytics 2.0 & Web Analytics: An Hour A Day | Digital Marketing Evangelist, Google | Co-Founder, Market MotiveFollow
2.@lovestatsAnnie PettitSocial Media Market Research | Surveys | Data Quality | Don’t touch my dessert | Author of The Listen Lady | CRO at @Conversition http://amzn.to/MOgHcxFollow
3.@justincutroniJustin CutroniAnalytics Advocate at Google, Author, Blogger, Hiker, Skier, Cook.Follow
4.@thomcraverThom CraverMarketing guy in a geek’s body. SEO and Web Analytics expert. Tweet about Web stuff, weird news and gadgets. Opinions are solely my own.Follow
5.@danielwaisbergDaniel WaisbergFounder of http://online-behavior.com, Principal of http://ConversionJourney.com, eMetrics Summit Advisory Council member, author at Search Engine LandFollow
6.@kdnuggetsGregory PiatetskyKDnuggets Editor, data mining / analytics expert, KDD & SIGKDD co-founder, jogger, part-time philosopher, dadFollow
7.@lennyismLeonard MurphyMR innovation junkie, blogger, pundit, speaker, consultant, C-suite executive, dad to 4 and proud uber-geek.Follow
8.@WilbertWilbert PotInsights, strategy & optimisation @onlinedialogue | Research | Communication | Behaviour | Media | Persuasion | Conversion | Marketing | Analytics | TrendsFollow
9.@raypoynterRay PoynterMarket Researcher, thought leadership consultant, and 2.0 fan, author of The Handbook of Online and Social Media ResearchFollow
10.@BrianCliftonBrian CliftonAuthor of the book Advanced Web Metrics with Google Analytics, ex Head of Web Analytics for Google Europe and happy father of AlexFollow
11.@shawnrogShawn RogersVP of Research – Business Intelligence at EMA, Serial Media/Internet Entrepreneur. Social media/networking expert, habitual early adopter.Follow
12.@triciawangTricia WangI study how technology makes us human. Ethnographer/Sociologist/Researcher/Consultant [China & Mexico] I contribute to @ethnomattersFollow
13.@dirkgentlyJason AndersonClient-side market research director, gamer, analyst, author, inquisitor and generally nice guy…Follow
14.@bevelsonBoris EvelsonBusiness Intelligence industry analyst at Forrester ResearchFollow
15.@researchrocksKathryn KorostoffPassionate about making market research useful, fascinated by technology, founder of Research RockstarFollow
16.@timoelliottTimo ElliottPassionate about analytics, business intelligence, performance management, and social enterprise. Employed by SAP, but all my own thoughts here.Follow
17.@jhenningJeffrey HenningEntrepreneur & blogger. Chief marketing officer of Affinnova. Enterprise Feedback Management pioneer. Market researcher. Proud father of 5.Follow
18.@northresearchNeal ColeResearch & Online Conversion – Blogger http://nealcole.tumblr.com/ :Behavioural Economics/#MRX /#CRO/Marketing/dad to 2 lovely daughters.Follow
19.@rwang0R Ray WangConstellation Research Analyst. Provocateur, keynote speaker, disruptive technologist, author, biz strategist, contract negotiator. Startup CEO. Club DJ.Follow
20.@adricrochaAdriana RochaEntrepreneur, Marketing Technologist, Co-founder & CEO of eCGlobalSolutions,Interested in Knowledge Management, Social Media and Consumer Insights.Follow

About the analysis
Our partners at Dollywagon use keyword analysis to identify a community of people interested in market research-related topics. They then look at which Twitter handles are cited and discussed (i.e. those mentioned in the tweets of other users) within the community. Dollywagon then derives a network from this interaction and engagement data and computes the significance of each Twitter handle within the network. The handles that score highest for general influence are the people most discussed or most successful at getting other MR community members to engage with their content.

After that, we strip out certain accounts – including our own, @researchlive, and other publications like us, and corporate accounts – to produce the ranking above. We’ll be re-running the numbers once a month to help you keep up to date with the most interesting researchers to follow on Twitter.