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Thursday, 19 January 2017
Determining Perception Gap Through Twitter
Being an analytics professional, I like doing interesting analyses on various hypotheses I have regarding what is going on in the world. Most recently, I’ve been thinking about how there is a mismatch between what the businesses portray and what the consumers actually feel about brands.
To test this hypothesis, I analyzed 100,000 tweets of four brands: Sears, Wal-mart, Kroger and Macy’s. And the findings are in line with the hypothesis. Consumers have a very specific impression of each brand which is the sum total of all the marketing efforts and in-store experiences e.g. we can see below in the first chart that Sears has a very distinct impression compared to other retailers. One surprising thing that I found in the analysis is that there is very little buzz around celebrity associations despite the massive marketing dollars which are poured into it.