The Challenge:
Tracking consumer perception and performance of actions in the highly competitive telecom sector. This industry is constantly evolving and has a high engagement by its consumers. The actions that the brand takes in terms of offers, announcement, technology, development of new campaign etc. are highly influenced by consumers. Hence, tracking the consumer expectations and perceptions becomes a vital task.
The Outcome:
Provided a complete outlook on the overall population of conversations about the brand online including performance measurement across marketing elements, e.g., advertising, PR, paid /earned a promotion, POS, and experiential. Top triggers driving conversations and their vibe split were identified. Also, provided an assessment of what is over- and underperforming in time to course-correct and optimize, then provide a uniform KPI to easily track performance over time.
Work:
The role required me to structure and organize the team into a strategic plan. A three-level deep text mining was conducted for the decided sample size of the data. The data was further scaled up to the entire population of conversations. A key component of the role was to find relevant triggers for the time period and comprehend the various drivers associated with those conversations. Also, conducted quality checks and reviewed processes. Finally, prepared reports and presentations.