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Practical Cases: Mobile Brands


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Practical Cases: Mobile Brands

  1. 1. Mobile Brands Business Case Kalina Lipinska Attentio
  2. 2. <ul><li>Mobile Brands Business Case </li></ul><ul><li>Mobile brands background buzz </li></ul><ul><li>Tracking objectives </li></ul><ul><li>Brand comparison </li></ul><ul><li>Sentiment insights </li></ul><ul><li>Brands profiles </li></ul><ul><li>Buzz and sales – the connection </li></ul><ul><li>Tracking impact and recommendations </li></ul>Mobile Brands Business Case
  3. 3. Mobile brands background buzz Mobile Brands Business Case
  4. 4. <ul><li>Tracking objectives </li></ul><ul><li>Find most discussed issues and features of mobile phones </li></ul><ul><li>Gain competitive information: are there features that are discussed more with one brand than another? What is the impact on the brands? </li></ul><ul><li>How sentimental are the discussions? Are there differences in number of positive and negative postings between mobile phone brands? </li></ul><ul><li>Is there connection between buzz and sales? If so, how does this connection look like, does buzz influence sales or can it predict sales? </li></ul>Mobile Brands Business Case
  5. 5. Brand comparison Mobile Brands Business Case
  6. 6. Samsung LG Nokia Sony Ericsson Positive mentions Negative mentions Sentiment insights Mobile Brands Business Case
  7. 7. Brands profiles Mobile Brands Business Case
  8. 8. Buzz and sales – the connection Mobile Brands Business Case
  9. 9. <ul><li>Tracking results and recommendations </li></ul><ul><li>Very different features are discussed for different brands. This information can be used two ways: to see how the messages from the brand itself are perceived and to find new ways of positioning of the brand according to current customer interests. </li></ul><ul><li>Brands have different levels of sentimental posts, but the highest number of positive articles does not indicate the popularity of a brand </li></ul><ul><li>Negative events can be detected and solved in the beginning stage </li></ul><ul><li>Sales are connected to buzz and can even be predicted </li></ul>Mobile Brands Business Case
  10. 10. Thank you! Any questions? Lets talk during the break