Last week in the Brands App
Welcome to this week’s Whit.li blog. This week’s blog is from our resident mathematician, Andi Gillentine, you can follow her on twitter @andigs_whitli. This week we are going to answer a common customer question “Is my brand normal?”
The sections this week:
Is My Brand ‘Normal’?
One of the questions that Whit.li gets asked frequently, is how do our brands results compare to the entire population? Is our Daring segment really big or is everybody’s Daring segment that big? The mood of our Rugged users seems lower than others, is that normal?
We took a deep dive into our Brands App data to answer that question. Whit.li has analyzed more than 620,000 engaged twitter followers for more than 200 brands. Of those followers 445,324 had enough data to be included in our segmentation model. Here’s the Whit.li segmentation model across all of those users:
Total Users: 621,257
- Wholesome: 10%
- Daring: 14%
- Reliable: 23%
- Sophisticated: 15%
- Rugged: 9%
- Not enough data to segment: 28%
Now for their mood:
Overall, the nearly 500,000 users that had enough data to analyze are a positive, but not overly positive, group, at the high end of neutral with a 6.7. But that was not consistent across segments. The mood scores can range from 0.1 (very negative) to 9.9 (very positive).
- The Wholesome segment had an overall positive mood with a score of 7.
- The Daring segment, our most positive group, had a mood score of 7.9.
- The Reliable segment was decidedly neutral at 6.0.
- The Sophisticated segment was almost as positive as the Daring at 7.7.
- And the Rugged group, they are the most negative overall, at 4.7.
Under the Microscope
Now that the overall breakdown is understood, let’s look at a specific brand and see how their audience is different than the overall. Coca Cola (@cocacola) has 3,800 profiled users. Their segmentation looks like this:
| Wholesome: 4.8% | Mood 7.5 |
| Daring: 20.7% | Mood 7.9 |
| Reliable: 15.1% | Mood: 6.4 |
| Sophisticated: 11.0% | Mood: 7.9 |
| Rugged: 19.7% | Mood: 6.1 |
Check out how your own favorite brand looks: brands.whit.li
Now You Know
In the Brands App () you can compare your brand’s segments with your competitors side by side. Make sure that you select your brand and a competitor in the left bar, or choose @cocacola and @pepsi. Then click the Compare button. You can then click directly on a segment in the bar graph in each brand to see how those segments compare. The graphic below shows @cocacola’s and @pepsi’s Daring segments in direct comparison: