|[March 15, 2012]
EvoApp and McKinney Crown Kia Winner of Social Bowl 2012
DURHAM, N.C. --(Business Wire)--
Ad agency McKinney and business analytics provider EvoApp today declared
Kia the winner of the Social Bowl 2012 (www.socialbowl.tv),
an in-depth analysis of Super Bowl ads and their impact on brand
performance for several months following the Super Bowl.
EvoApp, a Durham, NC-based creator of business intelligence
applications, partnered with independent agency heavyweight McKinney to
analyze social conversations around Super Bowl 2012. Using EvoApp's
real-time data analytics platform, the two companies conducted an
in-depth analysis of all 35 non-media brands that not only advertised
during the game but also leveraged social media to build a solid
foundation for continued success. The goal was to understand the
business impact of Super Bowl marketing investments.
Users can see results and score cards for each brand on the Social Bowl
website, as well as follow the conversation on Twitter (News - Alert) using #socialbowl.
The site provides score-cards based on three high-level variables:
Social Momentum, Digital Interest, and Value of Social Engagement,
compounded to create an overall composite score. All 35 brands that
aired Super Bowl ads are then ranked in order of performance.
"Social Bowl is unique in its analysis of the ROI from Super Bowl ads
and the surrounding social conversation" said Kip Frey, EvoApp President
and CEO. "We have created a platform to quantify and measure the impact
of these high-value investment decisions on each advertised brand,
rather than simply hosting an ad-spot popularity contest."
"Next year, we aim to collect and analyze more behavioral data in order
to generate consumer insights for different product categories" said Joe
Davy, EvoApp Founder and Chief Product Officer. "We will analyze this
data based on the intent or primary ROI metric of each brand, allowing
us to really quantify the business impact of these investment decisions."
Social Bowl Methodology
EvoApp used its proprietary technology to track and analyze social
metrics such as trending themes, sentiment, influence, and share of
voice. The company then employed the EvoApp platform's advanced analysis
capabilities and custom metrics such as cumulative sentiment, media
value and change in influence, to determine the impact of Super Bowl
social conversation (over 30 million tweets, Facebook (News - Alert) posts, forum and
blog mentions) on three high-level variables: Social Momentum, Digital
Interest, and the Value of Social Engagement. Together, these metrics
enabled sound comparative measurements of business and digital traction
for each Super Bowl brand.
EvoApp makes analyzing big data easy by finding the patterns in relevant
conversations that impact business decisions.
The company's real-time data mining and analysis platform gives big data
meaning by correlating with metrics that drive businesses. EvoApp has
helped customers quadruple lead generation, dramatically improve
customer service, find the language that makes them six times
more relevant to their target audience, and accelerate product launches.
Connecting big data with business metrics provides new and better ways
to answer the questions critical to success. EvoApp makes big data
actionable with a scalable analysis platform previously only available
to the largest institutions. More information is available at www.evoapp.com.
Some of EvoApp's customers include ABB, RTI, Bandwidth.com (News - Alert) and Teleflex,
as well as a number of the Fortune 500.
[ Back To TMCnet.com's Homepage ]