COVID-19: "People are afraid to die, but people are most afraid to collapse financially"
Our predictive model to help corporate clients predict when they might begin to operate again is featured in Bloomberg this week! “People are afraid to die, but I think people are most afraid to collapse financially.”
- eBrandValue CEO, Ayşe Akçura.
Ayşe Akçura and Tolga Akçura
Apr 9, 2020
eBrandValue's predictive modeling capabilities were featured in Bloomberg this week!
Based on datasets of global confirmed COVID-19
cases, we were able to build a model that predicts the direction of the
pandemic on a country by country basis and identifies when each country
will hit its peak.
We then used these models
to understand when and how people could start returning to work. We
found that "clients should prepare for the possibility of re-starting
operations 15 to 20 days after a country’s peak."
Select a country or state from list to see up to date graph.
eBrandValue's mindshare and brand affinity metrics play significant roles in volume sales and market share predictions. This is presented in a new white paper titled ”Accelerate Your Marketing Through eBrandValue’s Sales Model,” available at www.ebrandvalue.com/whitepaper/.
The new white paper provides a detailed analysis of the legacy approaches and their sales/ market share prediction abilities. Incorporating eBrandValue's metrics improve volume fit one third over the legacy metrics. Linking market share improvements with content metrics in an accountable way opens a revolutionary path for marketing executives and branding professionals.
Over the years eBrandValue generated a suite of novel tools and methodologies to define modern branding. The focus is centered on brand affinities. Brand actions can now be measured in an accountable manner towards increasing long-term sales and brand value simultaneously. eBrandValue's most recent white paper summarizes this approach culminating in a brand-health framework.
eBrandValue operates in a real-time, relative world. eBrandValue metrics are based on the premise that brand messages are competing for limited customer attention. The engagement is the ultimate feedback that certain messages are registered and creating attention ripples. The "salience" of such engagements determine whether and how brand messages are effective in creating Awareness, Interest, Desire and Action (AIDA). This is simplified in eBrandValue's Awareness-Desire-Satisfaction funnel approach and ties directly with a brand's value.
Built on datasets of global confirmed COVID-19 cases, we were able to build a model of the trend that enables us to predict the direction of the pandemic on a country by country basis. Just like the term "viral marketing" is inspired by a pathogen, there are parallels between marketing models and epidemiology.
Since the first Coronavirus case was announced in Turkey on March 12, Turkish social media users have been discussing their alcohol stocking habits online. Among these discussions, Beer consumers had the highest mindshare with 20%. Wine (17,5 %) had the second highest mindshare, followed by Rakı (14 %).
With the digital disruptions, Marketing Mix Model is increasingly seen as obsolete and not so intuitive to use. Why? Short answer: Defining specific attribute levels with discrete variables is obsolete.
Jan 22, 2020
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