Infegy provided the social media analysis for this year's edition of the Interbrand "Best Global Brands" report. Interbrand's methodology incorporates a variety of data sources, including social media data from Twitter, in order to produce an ongoing, comprehensive analysis of brand value.
We worked closely with Twitter and Interbrand to analyze the social media data used in the report with our proprietary social media intelligence platform, Infegy Atlas.
More than 4.2 billion social posts analyzed
Alex Walter, head of client services here at Infegy, described our involvement in his post at Interbrand: "Infegy made use of unbridled access to the historical Twitter firehose, poring through every tweet mentioning BGB-considered brands over the specified period of analysis. This unlocked more than 4.2 billion pieces of brand-related content to be analyzed, spanning nearly every industry and corner of the globe."
Infegy Atlas leverages advanced linguistic analysis algorithms to deliver comprehensive brand and consumer insights using social data, with instant results. Brands and market researchers can use our platform to understand what consumers think and how they feel using publicly-available posts from across the internet.
Infegy's proprietary thematic and emotional analysis
One of the benefits to the Infegy Atlas platform is the proprietary linguistics engine that powers the software's ability to automatically understand and analyze the context of social conversation. Query results display the thematic and emotional elements of those posts in a beautiful, easy-to-reference display.
Infegy Founder and CEO
Brands can evaluate the elements of a conversation situated around Purchase Intent or Confidence, for example, to understand what portion of their query data represents consumers communicating those ideas, in addition to comprehensive sentiment analysis of each of the platform's conversational themes.
Incorporating social data to forecast growth
"Accurate analysis of social media data represents an important opportunity for brands to connect with consumer opinion in a way that makes sure they're really hearing what people have to offer in the conversation," said Justin Graves, Infegy Founder and Chief Executive Officer. "By working directly with social media data from Twitter, we were able to provide insights into what these consumers think and how they feel, which is a crucial dimension of growth for any business."
Interbrand's methodology recognizes that any comprehensive forecast of consumer opinion or market trends needs a more developed understanding of the drivers behind purchasing behavior:
"Strong brands influence customer choice and create loyalty; attract, retain, and motivate talent; and lower the cost of financing. Our brand valuation methodology has been specifically designed to take all of these factors into account," the report says.
For the full press release, visit here.
The 2016 Interbrand report
Interbrand's brand valuation methodology provides a prescriptive analysis of how a brand contributes to business growth in addition to a roadmap of future growth opportunities. The "Best Global Brands" methodology delivers actionable value and strategic recommendations that incorporate a variety of forms of market analysis.
The 2016 Interbrand "Best Global Brands" report recognizes that true growth for any brand depends on developing a coherent understanding of strategic technology initiatives. Technological influences like social data reduce the proximity between consumers and brands. Reducing that distance can contribute a fundamentally transformative element to customer relationship management by incorporating important, valuable feedback at a basic level.
In cultivating these consumer relationships, brands and businesses can fuel human-inspired insights that create more effective connections based in passion and energy, supported by data. The shifting dynamics of relationship management reward brands for connecting the dots between what brands think people want and consumer opinion, or what people actually want, to translate each into a tangible reality.
To learn more about the Interbrand report, please visit bestglobalbrands.com.