A European manufacturer of car modding parts.
SG Analytics’ client was experiencing a disappointing turnover across its product lines against the background of record sales in the car tuning scene following the new installment of a popular movie franchise. Hence, the sales of their competitors had been growing as per market expectations, the client was suspecting a social media marketing/ branding related issue.
SG Analytics’ team leveraged a combination analytics and primary research methodologies to provide a holistic view of the client’s brand perception by end-consumers. We divided the problem into three major parts:
Primary research and survey data integration:
SG Analytics engaged with the marketing and consumer insights group of the client to develop a survey aiming to understand whether the consumers’ requirements or perception of the overall industry had changed.
The survey was rolled out leveraging a CAWI methodology and targeting/ retargeting tools that focused on consumers who had previously indicated interest in car tuning.
Our team integrated the survey data with Tableau using the Web Data Connector functionality to provide real-time updates on the dashboard.
Social media data consolidation:
Using natural language processing and text mining techniques, our data scientists analyzed conversations across social media channels and conducted a sentiment analysis to gauge consumer satisfaction and sentiment of relevant end-customers that had bought car tuning parts either from the client or one of its competitors.
Reporting and dashboard building:
SG Analytics developed a combined dashboard to demonstrate the research and analytics results in a structured and actionable manner. The dashboard showcased relevant key metrics including industry and brand sentiment as well as various other metrics gathered from the survey.
Benchmarking the client against its competitors, SG Analytics also modeled a social reputation score (relative and absolute).
SG Analytics analysis provided the client with a detailed understanding of its brand’s reputation and consumers perception of the industry overall.
SG Analytics social reputation model provided the client with an easy-to-use-metric to monitor its social media and messaging initiatives.