Colligent, a Marketing Technology Company, Announces MeQ™
Provides Innovative Measure of Mutual Engagement (MeQ™)
Between Two Entities as Reported by Social Networks
Cuts Through the "Ashton Kutcher Effect"
Colligent (www.colligent.com),
a technology company specializing in social network data collection and
research, announces the release of a breakthrough in measuring the
strength of connection between fans, brands, media and entertainment
entities. Colligent's groundbreaking MeQ™, or Mutual Engagement
Quotient, measures the level and strength of engagement between two
entities.
Colligent cross-compares the Facebook "likes," Twitter "follows" and
other engagement behaviors of more than 270 million consumers with an
ever expanding database of 36,000 music, TV, radio, movies, sports,
magazines and brands. This information is used to create the MeQ score
for every entity tracked in the Colligent system, thereby enabling
companies to identify the strongest business building opportunities via
brand partnerships, sponsorships, media and communication programs and
other wide ranging marketing and promotion activities.
"At Colligent we think of MeQ as measuring the mutual love between two entities, or the 'I like you, you like me factor,'" says Sree Nagarajan, Founder and CEO of Colligent.
"Our goal is to help companies identify those relationships where
mutual love is the strongest. With this information we believe companies
can grow their brand franchises through more successful partnering and
increase the success rate of their initiatives."
With MeQ, Colligent has found a way to translate rich emotional data;
namely, the level of consumers' self reported engagement in the things
they are passionate about to help find the right brand partner.
Quantifying this reciprocal liking into a simple percentile score
provides powerful insights that can drive business. For any brand, you
can find the right celebrity, music, sports, TV or other brand partner.
Take for example, Ashton Kutcher, who is very popular on
Twitter and was one of the first celebrities to reach 1 million
followers. He ranks among the top 10 celebrities liked by fans of
K-Mart, Oral-B, Emilio Pucci, Save the Children and Sega. But should all
these brands rush out and hire him as their spokesperson? Not
necessarily. For brands to make serious marketing decisions using this
data, the insight needs to evolve beyond who is popular to who is also
relevant for the brand. It is important to have mutual affinity between
fans of the brand and the celebrity.
So instead of Ashton Kutcher, who should the brands mentioned above
partner with? Better options based on MeQ might be: Sega - William
Shatner, KMart - Joy Behar, Oral-B - Holly Robinson Peete, Emilio Pucci -
Brad Goreski and Save the Children - Jessica Stam. Looking for this
"mutual love" or mutual engagement will lead to more effective
sponsorships and partnerships.
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