How do you translate rich emotional data; namely, the level of consumer engagement in the things they are passionate about, to help find the right brand partner?
Is it possible to quantify this reciprocal liking into a simple percentile score?
Redmond’s Colligent suggests you check your Q score – with MeQ™! MeQ™, short for Mutual Engagement Quotient, measures the level and strength of engagement between two entities. For brands wishing to engage, finding the right celebrity, music, sports, TV or other brand partner is in the numbers.
Colligent cross-compares Facebook “likes,” Twitter “follows” and other engagement behaviors of more than 270 million consumers with an ever expanding database of 36,000 music, TV, radio, movies, sports, magazines and brands. This information is used to create the MeQ score for every entity tracked in the Colligent system, thereby enabling companies to identify the strongest business building opportunities via brand partnerships, sponsorships, media and communication programs and other wide ranging marketing and promotion activities.
“At Colligent we think of MeQ as measuring the mutual love between two entities, or the ‘I like you, you like me factor,'” says Sree Nagarajan, Founder and CEO of Colligent. “Our goal is to help companies identify those relationships where mutual love is the strongest. With this information we believe companies can grow their brand franchises through more successful partnering and increase the success rate of their initiatives.”
With MeQ, Colligent has found a way to translate rich emotional data; namely, the level of consumers’ self reported engagement in the things they are passionate about to help find the right brand partner. Quantifying this reciprocal liking into a simple percentile score provides powerful insights that can drive business. For any brand, you can find the right celebrity, music, sports, TV or other brand partner.
Take for example, Ashton Kutcher, who is very popular on Twitter and was one of the first celebrities to reach 1 million followers. He ranks among the top 10 celebrities liked by fans of K-Mart, Oral-B, Emilio Pucci, Save the Children and Sega. But should all these brands rush out and hire him as their spokesperson? Not necessarily. For brands to make serious marketing decisions using this data, the insight needs to evolve beyond who is popular to who is also relevant for the brand. It is important to have mutual affinity between fans of the brand and the celebrity.
So instead of Ashton Kutcher, who should the brands mentioned above partner with? Better options based on MeQ might be: Sega – William Shatner, KMart – Joy Behar, Oral-B – Holly Robinson Peete, Emilio Pucci – Brad Goreski and Save the Children – Jessica Stam. Looking for this “mutual love” or mutual engagement will lead to more effective sponsorships and partnerships. [24×7]
