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14 Consumer Brand Management Case Studies View a sample screen

14 Consumer Brand Management Case Studies

Posted by on Apr 15, 2014 in Brand Management

April 15, 2014

Effective brand management is as much a social science as it is a creative art. The brand manager today is an expert in the category, the competition, and the consumer. The only data source that gives you insight into all three of these areas is social media; however, most companies still haven’t figured out how to really use this asset to inform brand strategy and business planning.
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Social Insights Reveal Important Features in Mobile Gaming View a sample screen

Social Insights Reveal Important Features in Mobile Gaming

Posted by on Apr 14, 2014 in Brand Affinity, Consumer Electronics, Entertainment & Media, Media, Sports and Entertainment

April 14, 2014

Two mobile app games, Candy Crush Saga and Clash of Clans were fundamental in Apple’s $10 billion store sales in 2013. And how exactly did these games get to this point? What is it about the mindbending puzzles in Candy Crush Saga or the strategic warfare in Clash of Clans which make their mobile apps so popular and addictive? At Crimson Hexagon, we decided to investigate which features of these games are what catch players from the App Store pool and never let them go.
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Social Insights for Retailer Advertising Campaign Strategy View a sample screen

Social Insights for Retailer Advertising Campaign Strategy

Posted by on Apr 9, 2014 in Advertising & Marketing, Advertising Effectiveness, Brand Affinity, Retail

April 09, 2014

After firing Johnson in April of 2013, JC Penney is trying to learn from their mistakes and recover from the dramatic effects of Johnson’s efforts. Using our ForSight™ platform and the Affinities™ analysis tool, we uncovered who is talking about JC Penney’s back-to-school campaign and how JCP audiences related to them.
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Twitter Sentiment on Future NHL Olympic Participation View a sample screen

Twitter Sentiment on Future NHL Olympic Participation

Posted by on Apr 4, 2014 in Media, Sports and Entertainment

April 04, 2014

2014 may be the last time we see NHL players participate in the Winter Olympics. In lieu of major injuries to NHL all-stars, hockey fans are reevaluating whether it is safe to send their hometown heros to the Olympic Games. Using our ForSight software, Crimson Hexagon investigated which topics of discussion were the loudest amongst Tweeters regarding the NHL’s future Olympic participation.
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Understanding Customers’ Restaurant Purchasing Behavior View a sample screen

Understanding Customers’ Restaurant Purchasing Behavior

Posted by on Apr 2, 2014 in Brand Affinity, Brand Management, Competitive Intelligence, Customer Experience, Retail

April 02, 2014

Casual dining chains are experiencing tough competition because consumers have a variety of restaurants from which to choose. We examined the social conversations around two causal dining restaurants to uncover insights into why some restaurant chains thrive while others flounder.
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Social Media Listening Tool for Agency Pitch To Crate & Barrel View a sample screen

Social Media Listening Tool for Agency Pitch To Crate & Barrel

Posted by on Mar 24, 2014 in Agencies, Brand Management, Client Pitches, ForSight Product Use, Retail

March 24, 2014

As ad agencies gear up for the chance to pitch Crate & Barrel, keep in mind that traditionally, social media analysis only provides two quantitative results: volume and sentiment. Crimson Hexagon’s Opinion Analysis and recently released Affinities allows users to effectively contextualize social media to quantify the what and why consumers are interacting with a brand.
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Social Business Intelligence Offers Unexpected Consumer Engagement View a sample screen

Social Business Intelligence Offers Unexpected Consumer Engagement

Posted by on Mar 22, 2014 in Advertising Effectiveness, Agencies, Brand Crisis Management, Brand Management, Retail

March 22, 2014

Social business intelligence can help a firm or brand select the advertising agency that offers them a competitive edge by targeting consumer demands and responding to product issues. Crimson Hexagon’s ForSight™ social media analytics revealed a strong campaign against Beneful products, opening the door for a an agency to present a data-driven creative campaign strategy presentation.
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How Social Data Can Identify Brand Loyalty Benefits and Gaps View a sample screen

How Social Data Can Identify Brand Loyalty Benefits and Gaps

Posted by on Mar 18, 2014 in Brand Management, Competitive Intelligence, Customer Experience, Travel & Leisure

March 18, 2014

When it comes to brand loyalty, a reward program can make or break a company’s success. The growing need for customer perks is especially prominent in the hotel industry, as companies vie for the devotion of active business travelers and vacationing families. Using Crimson Hexagon’s ForSight platform, we analyzed social conversation from June 2012 to March 2014 to examine how current program members are talking about the Hilton and Kimpton perks.
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Social Intelligence Reveals Consumer Perception On Two UK Treats View a sample screen

Social Intelligence Reveals Consumer Perception On Two UK Treats

Posted by on Mar 14, 2014 in Brand Management

March 14, 2014

Using Crimson Hexagon’s social media research platform, ForSight™, we indulged in the Twitter conversation surrounding the two chocolate brands to analyze user opinions over the course of a sweet year. When comparing two popular chocolate brands, the overall positive versus negative conversation is quite different. What we have captured amongst layers of online conversation is that there are indeed other reasons beyond taste that influence the sentiment felt toward both KitKat and Galaxy chocolate.
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Social Media Intelligence Reveals #OSCARS2014 Conversations View a sample screen

Social Media Intelligence Reveals #OSCARS2014 Conversations

Posted by on Mar 8, 2014 in Current Events

March 08, 2014

Thanks to our automated clustering algorithm, ForSight’s Topic Waves feature enables us to recognize trends and pinpoints the most dominant sub-conversations, which is extremely efficient especially with the larger social media discussions. Topic Waves uncovered the hottest topics and told us the story of the red carpet and the conversations as the Oscars unfolded.
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Analyzing the Hashtag Campaign to Free Journalists View a sample screen

Analyzing the Hashtag Campaign to Free Journalists

Posted by on Feb 28, 2014 in Current Events, Entertainment & Media, Media Research, News Story Augmentation, Our Blog

February 28, 2014

On February 27, 2014, Al Jazeera organized a day of action to bring attention to journalists imprisoned in Egypt. Brian Braiker, Digiday, broke down the various elements of the #FreeAJStaff social media campaign. Brian connected with Crimson Hexagon to find out how successful the hashtag campaign has been in recent weeks.
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Analyzing Consumer Response to Brand Marketing Strategy View a sample screen

Analyzing Consumer Response to Brand Marketing Strategy

Posted by on Feb 27, 2014 in Advertising & Marketing, Advertising Effectiveness, Brand Affinity, Consumer Electronics, Customer Experience

February 27, 2014

Beats and Bose are two of the most prominent personal sound system brands in the world. They take different approaches to reaching their customers: the first pursuing high-profile endorsements and the latter through premium brand reputation. Yet, without strong products these brands would not garner the customer loyalty they are known for. Using ForSight’s BrightView algorithm we analyzed consumer reactions to Bose and Beats products on Twitter.
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Why Even Olympic Sponsorships Need A Context Qualifier View a sample screen

Why Even Olympic Sponsorships Need A Context Qualifier

Posted by on Feb 25, 2014 in Advertising Effectiveness, Client Pitches, Entertainment & Media, Media, Sports and Entertainment

February 25, 2014

With all of the traditional, digital, and social real estate that is available at our fingertips, the decision of where a brand spends thousands or millions of dollars on a sponsorship should be no less meticulous than the selection of the people who are chosen to compete (and actually create the engaging content) in the first place.
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