Skip to content

Archive for junio, 2011

30/06/2011

tdrlogoblack94
5 Comments

Could the coolhunting 2.0 turn into a science?

Coolhunters have traditionally roamed the streets, trendy clubs or art galleries, and from their knowledge and intuition help fashion brands to set the trends for the coming seasons. It seems clear that by this simple definition, we are not talking of a science, maybe it is an art itself, but definitely not an exact science.

For some years, probably since 2002-03 when the term “2.0″ was coined (although created in 1999), Coolhunting 2.0 is a well-known concept. When searching Coolhunting 2.0 through the Internet, we can find that some concepts are repeated, at least in Spain, thanks mainly to literature created by people such as Victor Gil (@victorgil), Daniel Córdoba-Mendiola, Anna Maria López (@annaomline) or Manuel Serrano (@ManoloSerrano). But for us, the interesting concept is the consumer and trends panel 2.0.

This week we started a netnography project on a clothing brand. We would like to research the potential of sites like Chicisimo.com or Chictopia.com to create trends panels, in this case, within the clothing sector, trying to go beyond the panels of which, for instance, Victor Gil speaks (presentation in spanish), which monitor the mentions on blogs, Twitter, Google searches and so on. We want Coolhunting to become a scientific art.

Today, the project is in the process of refining the data. We extracted a total of 3,000 looks of a particular brand from three different websites and now we want to see what patterns we can find.

chicisimo.com

chicisimo.com

In the next post we will explain what we have analyzed and the results of the research, and what’s more important for us, the potential of value for brands in the extraction, visualization and data analysis.

Ah, what brand have we chosen for this test? A brand that:

  • Was born in Barcelona.
  • Is international.
  • The Data Republic members (currently all men) love their male line :-)

junio 30, 2011   5 Comments

10/06/2011

tdrlogoblack94
2 Comments

Tourists’ behavior patterns in Barcelona on the air: but still more to come

It took us a little bit more than we expected (bit busy around here), but today we are glad to announce that our project about tourists’ behavior patterns in Barcelona is on the air. Well, at least the first part of the final work we would like to complete, because we keep on working in a second part, which will be published very soon.

With this first part we have built two maps that gather more than 42,000 geolocated pics taken in Barcelona during a period of a year. One of the maps (built with Geocommons) provides with information about the major areas of tourists concentration all over the city. At the same time, we built 30 polygons for the Top 30 tourists attraction areas in Barcelona, so we can take a look at which of them are most visited. The other map (built with Google Fusion Tables) allows you to play with several filters in order to identify how behavior patterns changes according to variables such as the day of the week, the hour, the country of origin or the weather.

You can play with our maps by yourself but as a sign of how we understand data research at The Data Republic, we have published a report to bring you some of the major conclusions of the analysis, together with some graphs.

 

But we thought that this was not enough because we have many more questions still to answer. Now, we would like to analyze the impact of tourism over the occupation of public space all over the city. We want to compare the number of tourists in certain areas with variables such as population or number of businesses, so we can visualize which neighborhoods are above or below the average and, therefore, which have a greater or lesser degree of saturation.

To be continued…

Read the complete project and play with the maps

 

junio 10, 2011   2 Comments

02/06/2011

tdrlogoblack94

My Twitter followers: from quantitative to qualitative

Now that companies have decided that they should be in Twitter, now is the time to go further. Currently, the vast majority of companies find impossible to calculate the ROI of their activity in social networks so they simply respond with quantitative data:

“We have 3,000 on Twitter and 2,800 Facebook fans“.

But is that enough? What do these numbers tell us? Well, we think that not really much.

Our aim at The Data Republic is to go deeper and get the most of these 3,000 followers on Twitter. Where are they? What music do they like? What are their sources of information? What other brands do they consume? Etc.

My Twitter followers: from quantitative to qualitative

Extracting the information of a brand followers through the Twitter API and applying analytical work to the results, you may get some interesting answers to these questions.

We are currently helping a local clothing chain to get to know their customers through this analysis methodology, because they found out that they had a very poor knowledge of them. They do not have a Twitter account, but some of its competitors do, so they want to profile those followers as they might be potential customers. Through our analysis they will be able to know some of their preferences, habits and behavior patterns: where they go out on weekends or where they like to go shopping, what other beer or electronics brands they love, what their favorite bands are or what media sources they use to be informed. If they know their common places of leisure or shopping, they will be more effective when choosing a new store location. If they know the music they listen to, they will play that music at their stores. If they know what other brands they love, they will be able to set up partnerships with them and look for synergies. If they know their favorite media sources, they will put ads there.

All these possibilities do not deny the work of the community manager, whose job, to build relationships face to face with customers, is still necessary. But that’s another story.

It is not simply about your customers, it is about your future customers, it’s about increasing your sales.

junio 2, 2011