System and method for measuring social influence of a brand for improving the brand's performance

A computer-implemented system having a processor and a memory having stored thereon computer readable statements and instructions for measuring a performance of a given brand, the system comprising:

• A data collection module configured for:
• obtaining online conversation data representing activity data pertaining to a plurality of leading brands on one or more social media platforms, and factual data representing business outcomes for each brand;
• obtaining offline conversation data pertaining to the plurality of leading brands using a survey instrument in which respondents report recent conversations about the brands;
• and
• processing, indexing and cross-referencing the online data and the offline data for identifying and aggregating data entries pertaining to the given brand, thus producing aggregated data pertaining to the brand;
• an intelligence configured for:
• processing the aggregated data to extract a set of online metrics representing an online performance of the brand, and a set of offline metrics representing an offline performance of the brand;
• computing for each metric a moving average formula to produce transformed metrics having values that correlate the most with the factual data of the brands, the moving average formula being a function of time and being configured to produce different values at different execution times;
• computing a set of first coefficients to the transformed metrics, the first set of coefficients being computed so that their corresponding transformed metric values can correlate the most with the factual data;
• and
• calculating a total score representing the performance of the given brand using the transformed metrics and their associated coefficients.

A computer implemented method for measuring performance metrics representative of a performance of a given brand, the method comprising:

• obtaining online conversation data representing activity data pertaining to a plurality of leading brands on one or more social media platforms, and factual data representing business outcomes for each brand;
• obtaining offline conversation data pertaining to the plurality of leading brands using a survey instrument in which respondents report recent conversations about the brands;
• processing, indexing and cross-referencing the online data and the offline data for identifying and aggregating data entries pertaining to the given brand, thus producing aggregated data pertaining to the brand;
• using a proprietary algorithm, processing the aggregated data to extract a set of online metrics representing an online performance of the brand, and a set of offline metrics representing an offline performance of the brand;
• and
• computing for each metric a moving average formula specific to that metric, the moving average formula being a function of time and being configured to produce different values at different execution times, the moving average formula being computed so that the metric values produced by the formula correlate the most with the factual data of the brands;
• and
• calculating the metric values associated with the online metrics and the offline metrics using the computed moving average formula associated with each metric.

A computer-implemented system having a processor and a memory having stored thereon computer readable statements and instructions for measuring performance metrics representative of a performance of a given, the system comprising:

• A data collection module configured for:
• obtaining online conversation data representing activity data pertaining to a plurality of leading brands on one or more social media platforms, and factual data representing business outcomes for each brand;
• obtaining offline conversation data pertaining to the plurality of leading brands using a survey instrument in which respondents report recent conversations about the brands;
• and
• processing, indexing and cross-referencing the online data and the offline data for identifying and aggregating data entries pertaining to the given brand, thus producing aggregated data pertaining to the brand;
• and
• an intelligence configured for:
• processing the aggregated data to extract a set of online metrics representing an online performance of the brand, and a set of offline metrics representing an offline performance of the brand;
• computing for each metric a moving average formula specific to that metric, the moving average formula being a function of time and being configured to produce different values at different execution times, the moving average formula being computed so that the metric values produced by the formula correlate the most with the factual data of the brands;
• and
• calculating the metric values associated with the online metrics and the offline metrics using the computed moving average formula associated with each metric.