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GfK crea un estándar para el análisis global de medios sociales

NÚREMBERG, Alemania, January 17, 2013 /PRNewswire/ --

GfK ha establecido con éxito estándares uniformes en su oferta global e integrada de Análisis de Medios Sociales (SMA, por sus siglas en inglés) dando así respuesta a una necesidad que los profesionales del marketing han tenido desde hace tiempo.

El Dr. Ralph Wirth, especialista en innovación global y digital de GfK, explica que "los expertos en marketing internacional a menudo se ven frustrados ante la escasa oferta verdaderamente global que existe en el campo del análisis de los medios sociales, situación que les obliga a trabajar con diferentes proveedores, lo que a su vez dificulta la agregación de resultados y la obtención de insights globales."

La nueva oferta de GfK aprovecha la red internacional de la empresa en cien países para organizar la recopilación de contenidos generados por los internautas y la realización de análisis en cualquier idioma  En estos proyectos se tienen en cuenta las características locales del entorno web y, a la hora de obtener un panorama más amplio, se integran a los insights del SMA con otra información disponible gracias a otras soluciones de GfK, como datos de encuestas o conocimiento previo sobre el comportamiento de compra del consumidor.

Recientemente, GfK ha probado los nuevos estándares para SMA en un estudio 'status quo' llevado a cabo en la República Popular China. En él se identificó, recopiló y analizó el buzz online de las cuatro marcas principales de smartphones del mercado. La investigación ha permitido establecer un estándar global de GfK para el análisis de los medios sociales, así como para entregar una solución exclusiva, que no depende del idioma y es totalmente escalable.  

Wirth comenta que "se ha elegido a China porque se trata del mercado más desafiante en términos de medios sociales ya que en él confluyen tanto una reglamentación estricta como un panorama online excepcional. Los insights de nuestro estudio forman ya parte de varios proyectos en curso en China. Además, hemos podido demostrar que la utilización de codificadores humanos soportados por algoritmos automáticos nos permite ofrecer resultados de calidad superior  y  corregir matices, tales como la ironía y el sarcasmo, esenciales en la forma en que la gente se expresa en las redes sociales."

Los estándares globales para SMA de GfK son el resultado de numerosos proyectos realizados en la red global, entre los que se incluyen una amplia gama de proyectos comerciales, así como meta-investigaciones.

Sobre GfK

Para más información, visite http://www.gfk.com o síganos en Twitter: http://www.twitter.com/gfk_group

Persona responsable según la legislación sobre prensa escrita

Amanda Wheeler,
Global PR and Communication, Consumer Experiences, GfK
Ludgate House, 245 Blackfriars Road, London, UK
T +44-7919-624-688 / [email protected]

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