Challenge

Leading media agencies needed to integrate social network analysis, word-of-mouth and other non-traditional media with the rest of the media planning process.

Approach

Media planners are using Icosystem’s Concentric-based tools in more than 20 countries around the world. Analysts experiment with strategies to energize positive word of mouth and compare the relative effectiveness of traditional media channels and word of mouth.

Outcome

Our solution quantifies the ROI of non-traditional media, like word of mouth, and allows us to analyze interpersonal influence between consumers.