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BRAND
TRACKER
Customers. What are they thinking?
You've spent years building up the value and identity
of your brand. But perceptions change constantly, driven by
news events, personal experience and word of mouth. How can
you keep up? And if you identify a problem, how do you know
if you need to take action, or if you can let it play out?
The Brand Tracker taps into the blogosphere to give you an
early read on what consumers are saying about you and your
competitors, and possible trends that impact those brands.
It provides analysis on share of buzz, sentiment toward selected
brands, and demographic analysis.
- Get an unbiased snapshot of what people are saying about
you and your competitors
- Assess the strengths and weaknesses of each monitored
company/brand
- Understand customer profile types, age and gender views,
by company/brand
- Determine how engaged customers are with you and their
loyalty to your brand
- Understand how issues are perceived by customer segment
type (age, gender, user type)
Unbiased, Timely Market Intelligence
Fierce competition is driving the need to better understand
a brands strengths, weaknesses, and potential opportunities
for competitive advantage. Brands with an intimate understanding
of what's most important to their customers have a powerful
competitive edge.
Umbria's Uniqueness: Demographic Segmentation &
Data Accuracy
Only Umbria has the ability to provide an analysis of your
customers in the blogosphere by age and gender. Demographic
segments typically show wide variation; that understanding
is key to making good marketing decisions.
In addition, using CGM (Consumer Generated Media) is challenged
by the prevalence of spam—which can account for as much
as 80% of posts in some topics. Umbria cleanses the data using
a 3-step process that includes using machine learning algorithms
and human review to remove spam and other data that aren't
pertinent to the clients defined topics. |
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| CPG COMPANY LEARNS WHEN TO HOLD
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A leading consumer packaged goods (CPG)
company learned that a competitor was about to launch
a competitive product with a distinct, novel form. Unsure
whether to take aggressive counter-measures, ranging
from price reductions to increased marketing spending,
the company turned to Umbria for answers. »
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