Coca-Cola
Dashboard

How do you steer your brand image and message online while optimising media investment? Our client’s aim was to be able to control the conversational ROI of its communication investments in order to strengthen their influence on the brand’s online dialogue.

Methodology
for predictive!

  • 1 - Recovery of all online mentions (Facebook, Twitter, blogs and forums) including #ourclient mentions for year Y.
  • 2 - Our client provided us with the full media plan (investment + media used) for all of year Y.
  • 3 - We classified the online mentions by subjects which interest the brand: S1, S2, S3...
  • 4 - We applied an algorithm to determine the positive and negative impact of each campaign (C) on each subject (S), to determine the positive and negative impact of each media on each subject and finally, to determine the price of each social mention for each subject in addition to its price variation over time.
  • 5 - We created a dashboard to visualise the corresponding data and results.

"Tell me about your impact."

We determined the impact of each advertising campaign on each subject expressed on social networks, during the period taken into account by the client.

"Tell me about your impact."

We determined the impact of each advertising campaign on each subject expressed on social networks, during the period taken into account by the client.

"I want
Reach!"

We can also integrate the notion of advertising investment in order to define the most profitable campaign in relation to global and specific social mentions in each subject area.
In order to make everything understandable and easy to share with COMEX, data visualisation comes into play via a dashboard which is accessible with a log-in/password for all the departments involved in these marketing issues.


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