MavenMagnet: Accounting for Dark Social

Dark social refers to people sharing content through private channels such as messaging apps and email. It is gaining a lot of prominence these days due to the rise in consumer presence on messaging apps. While it is crucial to capture insights from dark social, tracking these platforms is not permissible by privacy laws. In order to develop a robust communication strategy, it is important to understand the content that consumers are creating, consuming, and sharing through engagement on these private channels.

MavenMagnet Digital Landscape Mapping Research is designed to capture dark social engagement. In this mapping analysis, we identify the most impactful digital properties such as sites, video channels, social media pages, etc. that are being consumed by consumers. A key parameter we consider here is the “reach” of these properties. Reach is defined by the number of consumers exposed to a digital property, measured by number of consumer interactions in the form of post views, video views, post shares, likes, etc. irrespective of how they are originating – public social referrals or from dark social. Our research identifies content format, type of content, and content tags that are leading to high engagement among consumers. By assigning weight to properties based on their impact, we are able to account for dark social and derive actionable insights to help marketers connect with all consumers irrespective of their preferred channel of content consumption.

At MavenMagnet, we use advanced technological and analytical techniques to provide you data-driven insights in developing your consumer outreach and communication strategies while accounting for dark social. We do this while adhering to the most stringent industry and government privacy standards.

MavenMagnet: Track your global brand imagery

A recent study (published in Gulf Business) we conducted to track the global brand image of Dubai Expo 2020 revealed insights on how the “Expo 2020” brand faired across the world. While the global imagery of the Expo brand focused on togetherness, sustainability, and mobility, we discovered that the messaging and its impact in different parts of the world varied dramatically. For instance, we found that Thailand, UK, Spain, China, and Philippines demonstrated high association with design elements, while innovation drove interest in The Netherlands, Germany, Belgium, and Canada. Global tracking helped identify actionable insights to increase and maintain consumer awareness and excitement around Expo in key markets around the world.

Over the last few years, we have been working on quite a few global brand imagery tracking projects. By decoding the local culture code, as well as identifying the elements of the global brand positioning that are working in specific regions, we have helped brands localize their positioning in different markets while maintaining the brands’ global ethos. Sharing insights across markets also help brands efficiently transfer success models and best practices across regions, manage global issues more effectively, and protect the core brand values.

At MavenMagnet, we have developed capabilities to conduct market research in every country across the globe (including China), in any language. By not relying solely on machine translation, and using our network of native speakers to interpret conversations, we ensure that the cultural nuances of the regions are captured efficiently. We help marketers by providing uniform KPIs across key markets in near real-time. We use advanced technological and analytical techniques to provide data-driven input for managing your global brand imagery while adhering to the most stringent industry and government privacy standards.

MavenMagnet: Measure the “Purpose” of your brand

There is a significant shift in attitude of customers, suppliers, communities, and shareholders that suggest business as usual is no longer acceptable or even viable. MavenMagnet has seen this shift over the last decade in the work that we have done around brand preferences and corporate perception. The studies have been leading indicators, particularly with respect to the impact of social values on brand preferences.

A recent study (https://bit.ly/2kHavfU) that we conducted on back-to-school brand campaigns for the Campaign magazine revealed that brands that donated to a cause consumers associated with as part of their campaign drew much higher engagement from consumers as compared to the brands that went for direct-to-consumer promotions like coupons.

Time and again, we have seen a dramatic gap between goals and in-market performance of initiatives directed towards various stakeholders. Intent often doesn’t map to impact and the ability to measure immediate vs. long-term impact is essential. MavenMagnet can help marketers get ahead of the curve in understanding how they stand on critical issues. We definitively and quantitatively measure and analyze customer and supplier attitudes, employee issues, and community reactions, and track them over time to see what is growing (or declining) in importance.

MavenMagnet: Optimize your integrated campaign

Every brand from skincare to automobiles to diapers today runs an integrated campaign. Ad spots, billboards, pop-up stores, sponsorships, digital, CSR initiatives and point of sales promotions are just some ways brands try to reach their consumers. Consumers have a limited attention span and brands across categories contest for it. This makes it critical to measure the effectiveness of campaigns and optimize them continuously.

MavenMagnet has developed innovative research capabilities to do just that. But we do it a little differently. In order to do campaign assessment, we analyze thousands of consumer conversations around a brand to discover the marketing initiatives that have had an impact on the brand perception – old, new, planned as well as unplanned. We then analyze the conversations around these initiatives to granularly identify various campaign elements and quantify the impact they have on the brand’s imagery. We have developed KPIs with exhaustive industry benchmarks to measure campaign effectiveness in a manner that has a direct impact on driving consideration and purchase. We provide actionable recommendations to help brands optimize campaign elements and deliver maximum return on investment. Continuous measurement of marketing effectiveness also helps brands develop a rich database of “what works” and “what doesn’t” that often acts as a ready reckoner for the development of future communication strategy.

At MavenMagnet, we have developed techniques to contextually analyze consumer conversations to get you the complete picture while providing focused insights to make strategic decisions on how to develop your messaging and impact brand preference of the consumers. We use advanced technological and analytical techniques to provide you data-driven input in campaign planning and optimization while adhering to the most stringent industry and government privacy standards.

MavenMagnet: Decode brand equity drivers through contextual listening

Product performance, brand value, social accountability, and emotional connection are some of the key drivers that play a role when consumers are making a purchase decision. Consumers look for products that meet their expectations in terms of product performance. They trust brands that uphold values that are relevant to them, such as innovation or quality. They are more likely to adopt brands that support social causes they consider important, such as environment or equality. They are more forgiving towards brands they have an emotional connection with. In order to decode their purchase decision in a category, you need to do a holistic evaluation to understand what drives consumers towards a brand and what acts as detractors for them.

There is a common opinion that you don’t get a complete understanding of equity drivers on social platforms, and that performance-led product reviews dominate consumer conversations in many categories. We overcome this by taking an innovative approach to social listening. We go beyond social networks to tap into an ever-growing repository of more than 500,000 forums, communities, message boards and blogs. This is where people express their thoughts and emotions. The tangential conversations that go beyond brands set the context that drive consumer perception. Analyzing these conversations, quantifying them, and linking them to brand preference provides a deeper understanding of the equity drivers.

At MavenMagnet, we have developed techniques to contextually analyze consumer conversations to understand their values, emotions and opinions, as well as product experience, and how they together drive brand relevance for them. We use advanced technological and analytical techniques to provide a holistic analysis to help you better position your brand to serve your consumers and we do this while adhering to the most stringent industry and government privacy standards.

MavenMagnet: Demystify your target consumers

What’s common between a baby food company, a beauty soap brand, and a yoga pants designer? They are all typically trying to sell to the millennial and Gen X women. So are others from cell phone carriers to car manufacturers to detergent brands. The same is true for most other consumer segments. Multiple brands in multiple categories are targeting the same consumer segments ranging from youth or boomers. In order to establish relevance and optimize marketing efforts, most brands go beyond the demographic profile and target consumers based on their behavioral and psychographic profile.

Today your consumers are living their lives in digital media. If you are able to track them across their social presence over a long enough period of time, what you will end up getting is a very rich and holistic understanding of who they are. That’s exactly how we conduct ethnographies!

We help you discover and define consumer segments by tracking the digital footprint of your consumers over a period of at least past twelve months. We conduct an in-depth analysis of millions of conversations that go beyond your product category to touch every aspect of their lives. For each segment, we develop a persona that covers quantitative analysis of value drivers, aspirations, activities and interests, and association with brands and media properties. We then zoom into your particular category to identify the factors they value the most while making a purchase decision.

At MavenMagnet, we have developed innovative techniques to learn consumer behavior, their passions, their opinions, and their associations with media platforms with a high degree of precision. We use advanced technological and analytical techniques to help you identify and connect with your distinct consumer segments while adhering to the most stringent industry and government privacy standards.

MavenMagnet: Decoding switchers to create brand stickiness

Consumers have multiple options in almost every product and services category today. From telecom and airlines to toothpaste and gadgets, switching between brands is relatively easier than ever before. This makes it more and more challenging for brands to retain customers. It is important to understand what makes them stick with your brand and what causes defection.

MavenMagnet has developed innovative research capabilities to help brands decode switchers. We deploy contextual listening to tap into conversations of users of a brand and its competitors. We further zero in on the conversations that focus on the reasons to switch to and from the brand. Using our discovery based approach, we identify the brand drivers that lead to the churn. While quantification of the positive drivers uncovers the reasons why consumers are sticking or switching to the brand, the negative drivers in this context indicates why consumers are leaving the brand for competitors. The churn analysis of competitive brands exposes the weaknesses of the competitors which can be leveraged by marketers to make consumers switch to their brand.

At MavenMagnet, we have developed techniques to discover insights by focusing on the context of conversations to help companies make strategic and tactical business decisions. We use advanced technological and analytical techniques to help you retain and attain customers while adhering to the most stringent industry and government privacy standards.