Brand Presence Scorecard: Babson College
Babson College wanted to analyze marketplace perception toward its business school using social intelligence tools. But there was some concern that the conversational data would not adequately gauge overall consumer sentiment. In the face of a limited research budget, Babson College needed reliable analytics to determine their competitive presence.
We developed a Brand Presence Scorecard (BPS) program which allowed us to collect more than a year of conversational data related to Babson College’s business school, along with four competing business schools. Using a simple scoring model, we benchmarked each institution’s data across five primary key performance indictors: volume of mentions, reach amplification, positive sentiment, negative sentiment and overall reputation.
The ESS captured actionable brand insights and revealed several options for Niantic to synthesize marketing strategies and outreach programs. Through our ESS scorecard analysis, Niantic recognized how certain audience segments and influencers impacted the event’s reputation. By monitoring future Pokémon events with ongoing ESS programs, Niantic will improve upon overall event marketing programs, enabling them to evolve the GO Fest’s ongoing communications strategy based on what is (or isn’t) working.