Marketing analytics used in conjunction with big data will help many organizations in evaluating their marketing performance, making evidence-based marketing decisions, gaining insight into market trends, their clients’ purchasing habits and needs.
Listening, understanding and acting on what customers are saying about their experience with a company propels improvement in user experience and as a result; the long term customer profitability.
Insurance is one of the biggest industries in Mauritius. It is no surprise that insurance companies frequently appear in conversations and articles across all online channels from social networks and blogs to online news and forums.
In our brand analytics for the Insurance industry of Mauritius, Metropolitan Insurance leads the online presence by capturing the highest share of voice (SoV) for the month of April 2016.
Metric details
Brand Analytics tracks the performance of your brand, measures its competitiveness and specific KPIs on the online platform.
Share of voice (SOV) is basically analysing the performance of a brand vs. a named set of competitors that can encompass multiple keywords.
SOV gives an unlimited picture of competitors against your keyword portfolio. This helps to understand direct and indirect competitors. SOV feature enables to identify who is your true competition online, what content gaps exist in your strategy by analysing the competitor. You can then feed your insights back into SOV to further inform and drive your digital marketing campaign.
Daily Activity represents the volume of mentions picked up by days of the week across four time intervals (12AM – 6AM, 6AM – 12PM, 12PM – 6PM and 6PM – 12AM) for monitored brands.
Popular Sources outline the share of mentions picked up for each monitored brand of the Insurance industry by sources.
Methodology
The report was conducted for the period April 1st to April 30th 2016, where our tool scanned the internet from news websites to social networks in Mauritius. Real time information for instance brand mentions, complaints and concerns were picked up to derive business value in complex, expressive, and sometimes-confusing human language.
The Insurance industry was picked up in our data analysis whereby we have monitored three brands namely: Metropolitan Insurance, SICOM and Mauritius Union on a real time basis. The analysis is broken into Part A which details SoV, Daily Activity and Popular Sources for the Insurance industry and Part B which focus on each of the three monitored brands.
Industry Analysis
Share of voice
As depicted by the doughnut, Metropolitan Insurance has led the race on the online platform, followed by SICOM and Mauritius Union with 96 mentions, 62 mentions and 6 mentions respectively. Their average number of mentions picked up per day was 3, 2 and 0 respectively.
Daily Activity
The highest activity for the monitored brands of the Insurance sector was recorded on Tuesdays, Thursdays and Saturdays from 6PM to 12AM, 12PM to 6PM and 6AM to 12PM respectively.
Popular Sources
During the period under review, the highest number of mentions picked up for the monitored brands were from Facebook followed by News, Instagram and Twitter.
Brand Analysis
Metropolitan Insurance Brand
The highest volume of daily mentions picked up for Metropolitan Insurance was 12 followed by 11 and 10 on 25th, 22nd and 24th of April respectively.
The column chart illustrates that the highest daily activity for Metropolitan Insurance was on Tuesdays (22 mentions) followed by Mondays (16 mentions) and Thursdays (14 mention) from 6PM to 12AM, 6AM to 12PM and 6PM to 12AM respectively.
The diagram below shows that the online presence for Metropolitan Insurance was geared towards Facebook. It is to be noted that Metropolitan Insurance has done promotional activities for “Job Vacancy” on its Facebook page.
SICOM Brand
The highest volume of daily mentions picked up for SICOM was 5 followed by 4 and 3 on 21st, 26th and 16th of April respectively.
The highest daily activity for SICOM was on Saturdays (13 mentions) followed by Thursdays (12 mentions) and Tuesdays (9 mentions) from 12PM to 6PM and 6AM to 12PM respectively.
SICOM was popular on News platforms followed by Twitter, Facebook and Instagram. It is to be noted that, SICOM has done promotional activities for “Car Lease” on Facebook.
Mauritius Union Brand
The line chart below depicts that Mauritius Union picked up 1 daily mention on each of the 6 active days.
The column chart, the highest daily activity for Mauritius Union was on Tuesdays (2 mentions) and the daily activity for the other days was 1 mention per day mostly from 12PM to 6PM, 6PM to 12AM and 6AM to 12PM respectively.
Mauritius Union was mostly present on News platforms and on Facebook where it has advertised the “Open Day” organised by La Prudence Life Insurance.
Our Analytics team will be pleased to discuss how Sentiments Analysis can add value to your online brand management. Contact us on2331636 or via email: contact@infosystems.mu for further information.
