Linking with Financial Success

What is Public Response Analysis?

Public Response Analysis is a combination of social media and sales analytics, provided by InsightsAtlas and PwC Finland.

InsightsAtlas and PwC Finland

Janne Sergejeff, Senior Manager of Data Analytics & IT Security Audits at PwC Finland, explains about the service in the video. Transcript of the video can be viewed from the bottom of this page.

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How Public Response Analysis Works

InsightsAtlas Sentiment Analysis
  • First, analysis on current events and factors impacting the client’s business is carried out with the client in workshops.

  • Second, based on the previous general hypothesis phase, existing sales and revenue data is extracted from client’s IT systems.

  • Based on these general hypothesis and financial analysis, existing customer and product data is extracted from client’s IT systems.

  • Finally, social media data is extracted from Twitter, Instagram and Facebook, and these are combined together with all the other data we have extracted in the previous phases.

What do you get by using Public Response Analysis?

  • Real-time overview that combines public discussion, current events, and their business performance

  • Insights into how social media activities and visibility correlates with sales and financial success.

  • Which events, actions or individuals have driven positive or negative discussions, and why.

  • Insights into how your marketing and communication strategy should be modified.

  • …. and more!

Would you like to hear more how PwC and InsightsAtlas can help you?

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Public Response Analysis by PwC Finland and InsightsAtlas
(Video Transcript)

My name is Janne Sergejeff and I am the Senior Manager for Data Analytics and IT Security Audit.

Q. What is Public Response Analysis?

Public Response Analysis is the combination of social media and sales analytics.

First, analysis on current events and factors impacting the client’s business is carried out with the client in workshops. Then, based on the general hypothesis phase, existing sales and revenue data is extracted from client’s IT systems. Based on these general hypothesis and financial analysis, existing customer and product data is extracted from client’s IT systems. Finally, social media data is extracted from Twitter, Instagram and Facebook, and these are combined together with all the other data we have extracted in the previous phases.

The outcome of this process is that our clients can get a real-time overview that combines public discussion, current events, and their business performance to evaluate how social media activities and visibility correlate with sales and financial success.

For example, in this diagram, you can see the big picture of how social media activities are correlating with this particular company’s sales. This green bar shows positive sentiment posts, comments, and tweets, and the red line up here shows the amount of products sold. You can see that the sales correlates with the amount of positive sentiment in social media discussions for this company. The same hold true the other way around. So when there are negative sentiment within social media discussions, which is shown with the yellow bar, the sales revenue is going down. 

Q. What benefits does InsightsAtlas bring to PricewaterhouseCoopers?

I’d say that PwC and InsightsAtlas combining expertise in sales and social media analytics is mostly benefiting our clients. I mean it’s fun working with InsightsAtlas since we perform analytics in which we, for the first time, get the visibility in how public conversation, news, marketing campaigns and sales performance fit into one picture and relate to each other. As far as I know, at least in Finland, this type of comprehensive analytics is and can be only provided by us (PwC Finland & InsightsAtlas).

Q. Why did you decide to partner with InsightsAtlas?

When I discussed in depth with Matti (Matti Miettinen, Sales Director, InsightsAtlas), I got to understand what InsightsAtlas actually does as far as social media analytics goes. We at PwC, on the other hand, have been searching for a competent partner in that area for a long time. We have strong experience in analysing our clients’ business data, particularly sales data. InsightsAtlas provided then the best and most accurate analytics for social media, to improve PwC’s offering.

I don’t think any company can afford to overlook how social media and public conversation and opinions relate to their sales performance. I think our analytics is currently the only way to get deeper understanding and meaningful statistics on how these things play together and how to respond in the market place.

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