Brand Observatory

Goals

Knowing the daily sentiment generated by each brand on social media through Natural Language Processing.

The different decisions and actions of companies have an impact on their brand image that can either improve or worsen it. In order to have a better vision of this reality, MIK has developed the Basque Brand Observatory. A web platform that monitors mentions of Basque brands on social media and analyses the sentiment of the comments made.

Thanks to this platform, it is possible to measure brand awareness on social media by identifying positive, neutral or negative sentiment. The Artificial Intelligence that underpins the platform also makes it possible to quantify impact metrics such as number of comments, number of users commenting, number of favourites generated, and number of users impacted by the different sentiments detected. It also makes it possible to identify user activities with special relevance in the impact of the brand and to be able to analyse what sentiment these users are showing.

The Basque Brand Observatory also incorporates an analysis that allows correlating the previous sentiment analysis with the daily share price for listed companies, and thus identify the reactions on social media to changes in the share price, and vice versa.