DURHAM, N.C.--(www.socialbowl.tv), an in-depth analysis of Super Bowl ads and their impact on brand performance for several months following the Super Bowl.)--Ad agency McKinney and business analytics provider EvoApp today declared Kia the winner of the Social Bowl 2012 (
“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.”
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 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 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 and Teleflex, as well as a number of the Fortune 500.