#brandseye

[selinbilgindm]

Rocking the Daisies

The festival Rocking the Daisies, wanted to know what people thought about their festival. The brand hired a company named BrandsEye. This company can track all data about a brand, in terms of what has been said, and what has been written about that brand. When Rocking the Daisies announced an international band was performing, the festival attracted a lot of attention. The festival should let more international bands perform in the future, to keep excitement around their brand. Ongoing monitoring is important in this case, because that way the organizers can see where people get bored, and pay more attention to improving here the festival lacked. Also, popularity of bands changes a lot; the organizers should know, which band is popular and when.

Exploratory research is done to know what customers feel and think about a certain topic (qualitative data). The market is being explored with this research strategy. Primary research, on the contrary, is done by collecting data through surveys, for example. This research strategy is for gathering new data, for a particular product (quantitative data). For online research, both research methods can be used. Quantitative data defines whereas qualitative data describes. A company can see how many people have visited their website, as well as seeing their comments.

[demgroup1-blog]

In class treated cases

Nike case

Nike's target group, people between 15-25, was using more digital marketing. In order to increase their sales and revenue Nike has to adapt to their target group. This was a great challenge for Nike, since the target group was not attracted to the tv commercials Nike made. Nike increased their digital marketing strategy. They needed more date from their customers/target group and they came up with a new product: Nike+. With using Nike+, more data became available such as customer feedback. In this way Nike was able to listen more to the customer and improvements could be made on the products. This case was a good example for each company. All companies should continue listening and monitoring the needs and wants of their customers because those can change easily.

Rocking the Daisies Case

To connect the festival case to Nike, they are doing the same. Nike+ tracks date of the customer and the Festival uses the monitoring tool BrandsEye to monitor the experiences of visitors so they can improve on that. Everything we do online is trackable and traceable. Therefore it is a huge importance to monitor your customers/visitors before, during and after the event or launch of  a new product.

By : Melisa Wierenga, Justin wedekind, Sophia Termaat, Mahesh Vasani and Dylan spoelder

[demgroup1-blog]

Online research

There are several ways to do online research. One of them is primary research. Primary research is the gathering of data for a specific research task or objective and is based on data that has not been gathered before. You use primary research if you want to explore a market and when you want to develop the hypotheses or research question that must be answered by further research. The data collected in this stage is called qualitative data. Qualitative data is exploratory and seeks to find out what potential consumers think and feel about a certain subject. Qualitative data also helps identifying potential hypotheses. Further quantitative research can investigate what proportion of consumers share these problems which potential solutions best meet those needs. Quantitative research relies on numerical data to demonstrate statistically significant outcomes.

You can gather both qualitative and quantitative data on the internet. For example, Rocking the Daisies music festival wanted to measure the success of their event. To do that, they used a monitoring tool called BrandsEye. BrandsEye monitors mentions of specific keywords on multiple social media platforms and then develops a reputation score based on those mentions. This offers insight for both the organisers of the festival and the sponsors. During the two years that BrandsEye monitored online conversations before, during and after the festival, it collected both qualitative and quantitative data. They analyse the mentions about the festival quantitatively to generate a reputation score and they analyse the mentions qualitatively to determine sentiment from specific individuals and to highlight product features that may be improved.

Like to know more? Check : Stokes, R., & of Quirck, M. (2008). eMarketing : The essential quide to marketing in a digital world. Quirck eMarketing Pty.

By Dylan Spoelder

[galoobzzzza-blog]

BrandsEye: proudly South African ORM

Last night I went to the Brands Eye new app launch. The venue was amazing (3 Desmond Street: event planners take note), the food was proudly South African like the brand and the vibe was awesome. The tweet wall was also pretty cool.

After sipping on some gin & juice and mingling with fellow Facebookers, Tweeples, Googlites, Brand Mangers, etc we were ushered inside to watch the app launch video.

I was really impressed and here's why:

new user interface is user friendly and intuitive

every aspect is customizable

you can control the rules and edit accordingly

tracking mentions and their AVE values has never been easier

reporting will be MUCH simpler (I like this one the most)

I am really excited to try out the new and improved Brands Eye, especially at the end of the month when I get to compile reports.

For more info check them out here: http://www.brandseye.com