A Presentation on the Online Brand Equity Management/Insight Service I have initiated at Celcius Technologies. We use external brand data, such as mentions over the news websites, blogs and social media. Then we add a layer of internal data that may be GA, Comscore, Omniture, Facebook Insight or Twitter Business data. A third layer is Online/Offline Sales performance data. Then we build the insight. We suggest/execute tailor-made campaigns to get first hand engagement data, which is invaluable.

1. MEASURE YOUR ONLINE BRAND PRESENCE.
MEASURE ONLINE AND SOCIAL CAMPAIGN PERFORMANCES
FROM CELCIUS TECHNOLOGIES PVT. LTD.

2. What is MOBE? Why do you need it now more than ever?
•Cut the Noise and listen to conversations about your brand on the web
•Fuse Website Analytics, Inbound and Outbound social marketing data in one place
•Gain deep insight into how your competitors are performing
•Discover unforeseen opportunities in unknown geographies
•Get competitive insights with actionable recommendations to improve brand performance

3. Why Us and Not the Self Service Tools Scattered Across the Web
Self Service Tools
MOBE
Self service tools , such as Sprout Social and Huitsuit
Pro, offer machine-driven/learnt data on fixed query
parameters, they don’t have different services for
different industry verticals.
We first listen to your Business Needs, evaluate your
data and then we provide analytics that suits your
needs. The insight will be prepared by our people.
Self service tools work best with Internal Data, such as
Google Analytics /Omniture data or Facebook/Twitter
data, which require access approvals.
MOBE insights are mostly built on External
Unorganized Data scattered around the web. We add
the Internal Data Layer on top of it to gain accurate,
actionable data insight.
Most self service tools don’t offer you custom Big Data
query analysis. If they do, they charge you a fortune for
that.
MOBE analyses Big Data at many steps. But we don’t
charge you extra for that. Extra charges are incurred
only when the analysis request is extremely complex
and require third party software integration.
What goes around in the name of Big Data these days
are not always useful. One always needs to ask before
emptying one’s wallet on a popular Big Data insight
piece—do I at all need this?
We don’t feed you useless Big Data Cookie that is hard
to digest. We look around, and come up with wonderful
insights from available datasets .

4. Before You Start…
•The following slides highlight the basics of MOBE Online Brand Monitoring services. It
exclusively uses External Data which a business have no primary control on
•The paid reports would go much deeper and present more incisive analysis of your brand’s
online presence.
•The Brand Mention intelligence snapshot was created using a sample of more than 30
million indexed pages. It covers News articles, Blogs and Features on the Entire Web
•The Search Intelligence data uses samples from Google Search Index—the most Authentic
Search Data available on the earth

5. Covers Entire WWW
Web Mention Chart for Emirates. Time Range: 1 Week.

6. Covers Entire WWW. Mostly Excludes Social Media Data
Web Mention Chart for Emirates. Time Range: 4 Weeks

7. Covers Entire WWW. Mostly Excludes Social Media Data
Comparative Web Mention Chart for Emirates, Etihad,
British Airways and Lufthansa. Time Range: 4 Weeks

8. Covers Entire WWW. Mostly Excludes Social Media Data
Comparative Web Mention Chart for Emirates, Etihad,
British Airways and Lufthansa. Time Range: 4 Weeks
Interest in Etihad surges during the
Weekends and Emirate’s dips, which
directly impacts Emirates ticket sales.

9. Covers Entire WWW Mostly Excludes Social Media Data
Covers Entire WWW.
Comparative Analysis for Phrases Containing Keyword
‘Emirates’. Time Range: Last 4 Weeks

10. Covers Entire WWW Includes Social Media Data
Covers Entire WWW.
Comparative Brand Sentiment Analysis. Time Range: 1
Week

11. Covers Entire WWW Completely Excludes Social Media
Covers Entire WWW.
Comparative Brand Sentiment Chart. Time Range: 1 Week

12. NO
W
View the Already Presented ‘Mention’ Data in Conjunction with Global Internet
Search Intelligence to Determine Other Important Factors Such as Brand Interest
Geography, Interest Timings and Many More.
You Might Ask, Why the Brand Mention Data Itself Doesn’t Factor in Geography
Classification? Geography Hasn’t Been Determined in the ‘Mention’ Since Most of the
‘Mention’s are Hosted on Shared /Cloud or Free Servers With Locations Completely
Different from the Content Origination Point. Geography Determination Efforts Proved
Futile in Most Cases.
Search Intelligence Data that Google and Bing Capture, is accurate Geographically
and provides an accurate map of Brand Interest.

13. Covers Entire WWW
Based on Google Search Data
Interest Factor
Comparative Brand Interest Intelligence.
Past 3-Week’s Data
The Interest factor on the Y axis represent search interest relative to the highest point on the chart. If at most 10% of
searches for the given region and time frame were for "pizza," we'd consider this 100. This doesn't convey absolute
search volume.

14. Covers Entire WWW
Based on Google Search Data
Interest Factor
Comparative Search For Emirates in India, UK and USA
The Interest factor on the Y axis represent search interest relative to the highest point on the chart. If at most 10% of searches for the given
region and time frame were for "pizza," we'd consider this 100. This doesn't convey absolute search volume.

15. Covers Entire WWW
Based on Google Search Data
Interest Factor
Comparative Search For Emirates in India, UK and USA
Weekend plunges in
the interest graph of
Emirates is a
common
phenomenon
across countries.
The Interest factor on the Y axis represent search interest relative to the highest point on the chart. If at most 10% of searches for the given
region and time frame were for "pizza," we'd consider this 100. This doesn't convey absolute search volume.

16. Covers Entire WWW
Based on Google Search Data
Interest Factor
Comparative Search For Emirates and Singapore Airlines in USA.
The Interest factor on the Y axis represent search interest relative to the highest point on the chart. If at most 10% of searches for the given
region and time frame were for "pizza," we'd consider this 100. This doesn't convey absolute search volume.

17. Covers Entire WWW
Based on Google Search Data
Interest Factor
Comparative Search For Emirates and Singapore Airlines in USA.
Even Singapore
Airlines shows the
same weekendplunge syndrome,
but with less
intensity.
The Interest factor on the Y axis represent search interest relative to the highest point on the chart. If at most 10% of searches for the given
region and time frame were for "pizza," we'd consider this 100. This doesn't convey absolute search volume.

18. Covers Entire WWW
Based on Google Search Data
Interest Factor
Comparative Search For Emirates, Singapore Airlines and Qatar
Airways in USA.
The Interest factor on the Y axis represent search interest relative to the highest point on the chart. If at most 10% of searches for the given
region and time frame were for "pizza," we'd consider this 100. This doesn't convey absolute search volume.

19. Covers Entire WWW
Based on Google Search Data
Search For Emirates in USA
Interest Factor
Let’s Now Break The Search into Sub-regions….
The Interest factor on the Y axis represent search interest relative to the highest point on the chart. If at most 10% of searches for the given
region and time frame were for "pizza," we'd consider this 100. This doesn't convey absolute search volume.

20. Covers Entire WWW
Based on Google Search Data
Search For Emirates in USA
Now Let’s Break The Search into Sub-regions….

21. Covers Entire WWW
Based on Google Search Data
Search For Emirates in USA
Let’s Also See the Search Volumes in Each State….
Big business
zones.

22. Covers Entire WWW
Based on Google Search Data
Search For Emirates in USA
And If You Want to Map it to Online Ticket Sales Figures….
Sales Figures in $$. Imaginary Data Used for Demonstration Purpose.

23. Covers Entire WWW
Based on Google Search Data
Search For Emirates in USA
Let’s Also Compare Interests in Emirates and Qatar Airways by US Regions!

24. Covers Entire WWW
Based on Google Search Data
Search For Emirates in USA
Let’s Also Compare Interests in Emirates and Qatar Airways by US Regions!
Areas that need focus

25. Covers Entire WWW
Based on Google Search Data
View Data on a Map
INTEREST
The Interest factor on the Y axis represent search interest relative to the highest point on the chart. If at
most 10% of searches for the given region and time frame were for "pizza," we'd consider this 100. This
doesn't convey absolute search volume.

26. Covers Entire WWW
Based on Google Search Data
View Data on a Map
INTEREST
The Interest factor on the Y axis represent search interest relative to the highest point on the chart. If at
most 10% of searches for the given region and time frame were for "pizza," we'd consider this 100. This
doesn't convey absolute search volume.

27. Covers Entire WWW
Based on Google Search Data
Interest in Emirates by Indian Sub Regions
INTEREST
The Interest factor on the Y axis represent search interest relative to the highest point on the chart. If at
most 10% of searches for the given region and time frame were for "pizza," we'd consider this 100. This
doesn't convey absolute search volume.

28. Covers Entire WWW
Based on Google Search Data
Comparative Interests in Emirates & Qatar AW by Indian Sub Regions.
EM Search
QA Search
INTEREST
The Interest factor on the Y axis represent search interest relative to the highest point on the chart. If at
most 10% of searches for the given region and time frame were for "pizza," we'd consider this 100. This
doesn't convey absolute search volume.

29. Covers Entire WWW
Based on Google Search Data
Comparative Interests in Emirates & Qatar AW by USA Sub Regions.
INTEREST
The Interest factor on the Y axis represent search interest relative to the highest point on the chart. If at
most 10% of searches for the given region and time frame were for "pizza," we'd consider this 100. This
doesn't convey absolute search volume.

30. Covers Entire WWW
Based on Web Mention Data
Interest in Emirates in USA.
Let’s bring back the Emirates Web Mention Diagram…

31. Covers Entire WWW
Based on Web Mention and Google Search Data
Interest in Emirates by USA Sub Regions.
…And View it Against the Search Interest Data

32. Based on Web Mention and Google Search Data
Interest in Emirates by USA Sub Regions.
And Also, Let’s Bring on the Facebook Business Page Link Click Data.
Dummy Facebook Data Used! We Don’t Have Access to Real Emirates FB Data.

33. Based on Web Mention and Google Search Data
Covers Entire WWW
Interest in Emirates by USA Sub Regions.
And Finally, Let’s Try to Blend All.
Dummy Facebook Data Used! We Don’t Have Access to Real Emirates FB Data.

34. How we Integrate
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We understand your Data Insight needs
We evaluate the methods of Data Capture or Readymade Data sources
We may suggest Online & Social Media Campaigns to get Fresh, insightful data
We suggest social contents that triggers better Social Engagements that can be tracked
We Create Social Dashboards for Social Publishing and basic Data Monitoring on Special Requests
We create custom insight reports
Data Sources for Building Insight
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Google Analytics/Comscore/Omniture Data
Facebook Insight Data
Ad Network Paid Campaign Data
Social Media Campaign Data
Twitter Business Page Data
Offline Sales Data with Geography
Online Sales Data with Geography
Television TAM Data
Offline Survey Data

35. How we Integrate
Online and Offline sales performances of a Brand are directly related to its online presence, people’s interest in the Brand
and how those people are being engaged online. Since MOBE includes all three sorts of data, the derived insight always
leads to action items targeted to boost sales.
MOBE Reports drill down to granular market levels, from significant business zones to smaller market segments based on
Search/Mention analysis. MOBE reports always help you unlock potentials in geographies you’ve never cared to think
about
MOBE will integrate with your business offering a powerful combo of online marketing and analytic skills—at your
boardroom, or at the corner office. Our price advantage helps you save significant amounts that you would have otherwise
spent on an analyst. Continuous relationship with MOBE will help you discover new opportunities for your business.

36. Thanks! Happy Analyzing!
Contact: sebabrata.banerjee@celciusindia.com
Hangout: banerjee.sebabrata
Skype: sebodbz