The advent of social networks, like Facebook and Twitter, and social media, like YouTube, allow a brand message to be strongly affected by the consumers themselves. While companies communicate to their consumer bases using social networks, it is the opinions of their audiences that wield the most power to influence consumers. The ability to analyze and predict this potentially viral spread of messages has become a powerful marketing tool.
Our word of mouth analytics tools simulate how consumers will respond to a given product or media campaign and how paid and earned media interact under different scenarios. Our solutions are based on social network analysis, agent-based modeling, behavioral economics, theories of interpersonal influence and the latest marketing science research. The insights we provide to leading media agencies quantify the return on investment of word of mouth and predict opinion change.
Key benefits
- Allows in-depth analysis of word of mouth effects
- Predicts a quantifiable WOM impact
- Allows experimentation and optimization of various media strategies with a WOM component.
- Can optimize mix of traditional and social media to achieve specific objectives, e.g. awareness, share of market, ROI
- Provides better understanding of consumer preferences and behavior patterns
Possible applications
- Consumer goods advertising
- Public opinion canvassing
- Brand development and management