phtool - buzzdetector econometric model

7/27/2019 PHTool - Buzzdetector econometric model

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Fonte: Daily Wired.it


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The model is broken


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The model is broken

This is particularly true since the traditional model ofcommunication went broken and the Social Web has

further mess up the scenario.


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The model is broken

The mantra is: conversation


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The model is broken

Le conversazioni hanno una straordinaria capacit di

influenzare le nostre scelte

Lhanno sempre avuta ma, tutto sommato, non la si

percepiva perch restava un cosa pi discreta, quasi

intima.


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Amplification

RIPPLE EFFECT


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Amplification

Social web facilitates to spread conversation well over

the physical boundaries.

News, conversations travel at an unparralled pace never

seen before.


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Amplification

2.4 billions conversations a day quoting at least one

brand

3.3 billions quotes for brands each day


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Amplification

Source: Nielsen (2012) The Social Media Report

Social media users are more and more active


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Amplification

Its no longer an option to not include conversations

between sources of business intelligence

Further, conversations are perceived as main engine to

deliver influence along with communication and other

marketing activities.


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Amplification


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Amplification

Search are fully part of the process to form an opinion,

standing before and after conversations, advertising

communication and PR.


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So what?

To define which of the various factors (advertising

spending, search, conversation) is the point of origin foran improved perfomance for a brand is like to determine

which came first between the chicken and the egg.


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So what?

Blurred


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Quindi?

The Internet does not exist: it

perfectly matches the physical

world, we go there as we go to the

office, to a bar or as we enter ourbedroom. The only real difference

with respect to physical

environments is that it allows us to

be ubiquitous. (Mafe De Baggis)
http://mafedebaggis.it/twelve-truths-i-learned-never-want-to-have-to-say-againhttp://mafedebaggis.it/twelve-truths-i-learned-never-want-to-have-to-say-againhttp://mafedebaggis.it/twelve-truths-i-learned-never-want-to-have-to-say-againhttp://mafedebaggis.it/twelve-truths-i-learned-never-want-to-have-to-say-againhttp://mafedebaggis.it/twelve-truths-i-learned-never-want-to-have-to-say-againhttp://mafedebaggis.it/twelve-truths-i-learned-never-want-to-have-to-say-again


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AnalyzeCommunicate

Strategize

Discovery process

Operate Aggregate


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PHTool

+ data

+ insightful analysis

+ markets and trends intelligence


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PHTool

Four

parameters Trend Pattern Intelligence


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PHTool

The first market to test the model has been the pharmaceutical

one, OTC products.


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PHTool markets

Market Brands

Analgesics 15

Anti flu 13

Anti acid 20

Anti varicose 19

Laxative 30

Sore throat 15

Cough 23


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PHTool methodology

Four indexes

1) Conversation level index

2) Search level index

3) Advertising spending level index

4) Volume or other business level index

Each dimension included in the database (remedy, market, brand)

got a vote for each of the above indexes

This process does tend to gather and to compare trends with differentscales


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PHTool methodology

Methodology step by step:

1) Data scatter plot analysis vs variables

2) Linear regression to define relation between

variables

3) Conversation clusters finding

4) Weighted average index

5) Normalization of values

6) Output analysis


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PHTool

For info:

Gianandrea Facchini

[email protected]+39 3357465173

@buzzdetector
mailto:[email protected]:[email protected]

phtool - buzzdetector econometric model

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