Lucie Štěpánková mobile: +420 777 623 623 e-mail: lucie@amamto.com

2. INTRODUCTION
What is Amamto
Amamto is an intelligent system for searching and processing data from the
Internet around the globe in any language. Thanks to self-learning algorithms the
users get only relevant and valuable information. Advanced statistic, analytic and
semantic tools deliver thorough understanding of the monitored issues.
How Amamto works
After setting the keyword (or a group of keywords) the system starts searching the
Internet and save the webpages.
Sophisticated algorithms automatically filter out low information value web pages
(our basic filters remove about 75% results).
Subsequently, our unique filter removes or – on the contrary – prioritizes the
mentions with a respect to user focus.

3. WHAT AMAMTO WATCHES
Most monitoring tools track only pre-selected data sources, i.e. social networks or
media. Amamto watches all the information sources on the Internet: social
networks, media, information servers, company pages, personal blogs and
discussions.
RSS
Internet
Media
Social
networks
Facebook
Twitter

4. THE USES OF AMAMTO
Brand monitoring
Most common use is monitoring mentions about own and competitive brands. The
consumers have always shared their user experience with products and services
(either good or bad). In recent years, more and more mentions migrate from offline
environment to the Internet.
The absence of the customer activity tracking and quick reaction to threats may
lead to image devaluation, and eventually to drop in sales.
The positive mentions may be used for strengthening the key attributes and for
WOM (word-of-mouth) marketing.

5. THE USES OF AMAMTO
Measuring of advertising campaign effectiveness
Monitoring the impact of advertising campaign on the Internet, e.g. by tracking the
increase of positive mentions or by measuring the size of occupied online media
space versus competition.
Identification of new advertising space
New relevant places on the Internet may be found by analysis of the sources of
particular mentions.
Mapping consumer behavior
Amamto may by used for screening the attitude to a brand, occasions or for
identification of new opportunities.

6. THE USES OF AMAMTO
Community mapping
Regular or ad hoc analysis may help to explore various target groups – e.g. mums
on mothers´ leave or car drivers of a particular make. Monitoring may be used for
identification of consumer needs or for studying the consumer language which will
make advertising more relevant for a particular target group .
Opinion leaders identification
Opinion leaders may be identified through the analysis of mentions within a
community and how these relate to each other. This usually includes monitoring of
experts, journalists, politicians, artists and other personalities. Quite often opinion
leaders are among discussion forum´s members.

7. REFERENCES
European commission in the Czech republic
Monitoring includes screening of selected media and journalists with the focus on
themes concerning European union. The PR department of EC subscribed to a
weekly report with all relevant mentions marked positive, negative or neutral.
Amamto reduces the number of articles to go through from about a hundred to ten
or twenty most important.
Bongrain Czech
Monitoring includes total of 26 brands from group Bongrain and competition (e.g.
Madeta or Bel Fromageries). Except for the regular monitoring, several ad hoc
projects have been conducted – e.g. presence of dangerous ingredients in the food
imported from Poland or the impact of brand ambassadors campaign on the
Internet.

8. REFERENCES
LG CZ/SK
Amamto has been used for a couple of projects for LG Electronics. First project
monitored and evaluated the impact of the supporting campaign for a new, dTest
winning, washing machine model. The main task was to monitor advertising texts,
banners and PR articles. The project also included tracking of ambassador activity
that should have spread a good name of a brand and first positive customer
experiences.
Second project monitored micro bloggers´ reviews of a couple of mobile phone
models and the impact of these reviews on the Internet, including the reactions of
potential customers and interactions of micro bloggers.

9. APP SCREENSHOTS
List of mentions about the monitored theme or brand

10. APP SCREENSHOTS
Customizable graphs

11. APP SCREENSHOTS
Fully customizable regular and ad hoc reports

12. APP SCREENSHOTS
Diagrams for understanding the contexts of themes

13. CONTACT INFORMATION
amamto.com
Schneedorfer Technologies
Koubkova 10
120 00 Praha 2
IČ: 62387103
DIČ: CZ7410080073
Research Director:
Ondřej Jirkovský
mobile: +420 602 367 733
e-mail: ondrej@amamto.com