Download - 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]