Analyzing online brand image improves marketing

Maspex Wadowice Group evaluates social media communications, grows competitive advantage

Maspex Wadowice Group is a dominant player among food and beverage manufacturers in Central and Eastern Europe. To grow its competitive advantage, the company wanted to find out what consumers were saying online about one of its products. Working with consulting firm SpotlightResearch – which in turn used SAS® Text Miner to evaluate social media communications – Maspex was pleased with the findings.

Specifically, Maspex wanted to find out how well an automated technology solution could assess online sentiment, as well as provide insights about specific product and consumer attributes.

This will allow us to plan and implement our marketing and communications activities more effectively, in particular those using a Web-based channel.

Marcin Leśniak
Research Manager

Technology put to the test

Maspex, working with SpotlightResearch, used SAS to analyze comments posted to online communities, message boards and other social sites about its Kubuś juice product. The goal: find out how brand recognition and perception matched the product's image in general, and at the same time, gather insight about specific product and consumer attributes.

“We needed technology that would enable us to quickly analyze Web data from various angles, test various types of concepts and hypotheses, and focus more on evaluation and conclusions rather than collecting and compiling data alone,” says Przemek Marciniak, Research Director at SpotlightResearch. “We used SAS Text Miner to analyze brand sentiment and how it had changed since 2003. And with SAS’ ability to analyze social media, we identified structural tensions and ways to overcome them through innovation.”

Researchers also analyzed brand and product attributes as well as user image, Marciniak adds.

Analytics influences strategy

Study results reinforced Maspex's faith in advanced analytics to glean insights from social media outlets.

"First and foremost, we are now convinced that the brand image of Kubuś is consistent with the market perception in general, so the goal of the project was achieved," says Marcin Leśniak, Research Manager at Maspex. "This will allow us to plan and implement our marketing and communications activities more effectively, in particular those using a Web-based channel."

Challenge

Analyze social media channels to monitor a product's brand image and see how it compares with its general perception in the market.

Solution

SAS® Text Miner

Benefits

Maspex gained a competitive advantage through better consumer insights, resulting in more effective and efficient marketing efforts.

본 문서에 나오는 결과는 본 문서에 설명된 특정 상황, 비즈니스 모델, 데이터 입력 및 컴퓨팅 환경에 적합하게 되어 있습니다. 각 SAS 고객의 경험은 고유한 것으로, 비즈니스 및 기술적 변수에 따라 달라집니다. 따라서 모든 서술은 비전형적인 것이라는 점을 고려해야 합니다. 실제 절약, 결과 및 성능 특성은 개별 고객의 구성 및 조건에 따라 달라질 수 있습니다. SAS는 모든 고객이 비슷한 결과를 달성할 수 있다고 보증하거나 진술하지 않습니다. SAS 제품과 서비스에 대한 유일한 보증은 해당 제품 및 서비스에 대한 서면 계약의 보증서에 명시되어 있습니다. 본 문서의 어떠한 내용도 추가 보증을 구성하는 것으로 해석될 수 없습니다. 고객은 SAS 소프트웨어의 성공적인 구현에 따라 합의된 계약적 교환 또는 프로젝트 성공 요약의 일환으로 성공 사례를 SAS와 공유했습니다. 브랜드 및 제품 명칭은 각 기업의 상표입니다.

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