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Share of Voice

Who Has the Top Share of Voice for Application Performance Monitoring?

April 25, 2017 - Business Psychology -
By: Turner Sblendorio

A few weeks back, the Fixate.io team introduced a metric to measure influencer marketing impact through share of voice and engagement via Fixate’s Re:each platform. In this post, we introduce our next set of rankings in the topic area of “Application Performance Monitoring,” or APM:

These are the top 10 companies that control the conversation Share Of Voice for Quarter 1 2017:

  1. Appdynamics Editorial Note: Already a leader in APM conversation SOV, Appdynamics’  purchase by Cisco (completed on March 22nd, 2017) for $3.7 billion right before the company was supposed to launch an IPO has allowed Appdynamics to dominate the conversation as of late.
  2.  New Relic APM
  3.  DataDog
  4. DynaTrace
  5. Riverbed
  6. Splunk Enterprise
  7. CA Technologies
  8. TrueSight Pulse
  9. Amazon CloudWatch
  10. SolarWinds

How We Calculate Share of Voice

When calculating the SOV, we used several different metrics to compute a SOV score. The first was social media presence. We asked:

  • How often were people tweeting/talking about the company or product?
  • How many followers did they have?

Social media presence reflects how many users/customers the product has, and it also gives a general feel for the reliability and functionality of the product.

The next step was determining how often a company was written about for this topic by a non-biased source on a popular website. We narrowed this down to sites that are relatively unbiased (i.e., ones that do not engage frequently in publishing “pay-to-play” content). They include: Hacker News, Infoworld, TechCrunch, The New Stack, and Engadget, as well as sites like Bloomberg and Forbes. The latter may be a little more biased, but they draw significantly more traffic than the others. The trusted sources we use to calculate the share of conversation may differ from technology to technology—For instance, with APM there are several sites that focus solely on the field, so they were taken into consideration. This makes the calculation differ slightly from our previous post on container security. However, the overall formula has not been changed.  

We did not factor sentiment into our formula. While negative press can reflect poorly upon a company or service, it is still part of the overall conversation, and produces awareness.  
Want to learn more about how to increase your share of voice for your technical product? Contact us at Fixate.io and get heard above the noise.


Turner is a Growth Hacker at Fixate.io

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