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GfK testa com sucesso novos standards para SMA global

NUREMBERGA, Alemanha, January 17, 2013 /PRNewswire/ --

A GfK definiu com sucesso normas consistentes para umaAnálise de Social Media  (Social Media Analysis, SMA) verdadeiramente global e integrada, preenchendo assim uma lacuna existente no seu portfólio de serviços.

O Dr. Ralph Wirth, especialista internacional em inovação e meios digitais da GfK, afirmou, a propósito: "Os especialistas em marketing internacional sentem-se muitas vezes frustrados com o fato de praticamente não existir uma oferta verdadeiramente global no campo da Análise de Social Media. Essa situação força-os a trabalhar com vários fornecedores diferentes, o que complica a agregação de resultados e a obtenção de uma perspectiva global".

A nova oferta da GfK coloca a empresa, a nível mundial, numa posição de poder fornecer aos seus clientes uma recolha de dados a partir da  internet muito mais flexível bem como análises em qualquer idioma, com a qualidade de um líder de mercado. As especificidades locais do cenário virtual são tidas em conta e uma perspectiva mais ampla é obtida ao cruzar dados de SMA com outra informação essencial num contexto específico, como dados de estudos ou conhecimentos sobre o comportamento de compra.

A GfK testou os seus novos standards de SMA num estudo recente de 'status quo', realizado na República Popular da China, identificando, recolhendo e analisando movimentações online para quatro marcas de smartphones líderes de mercado. O sucesso da metodologia estabeleceu o padrão mundial da GfK na área da análise Social Media, resultando numa solução única, inteiramente evolutiva e independente dos idiomas.

Wirth explica: "Escolhemos a China porque é o mercado de Social Media disponível mais desafiante, combinando regulamentações estritas e um ambiente online único. Dados obtidos através do nosso estudo de grande sucesso foram já utilizados em vários projetos em curso na China e provámos que usando codificadores humanos suportados por algoritmos automáticos, podemos oferecer resultados de qualidade superior e corrigir nuances, como a ironia e o sarcasmo - o que é absolutamente crucial para entender a forma como as pessoas conversam online".

As normas mundiais de Análise de Social Media da GfK são o produto de vários projetos realizados a nível mundial, incluindo uma ampla gama de projetos comerciais, bem como vários estudos de 'pesquisa sobre pesquisa'.  

Sobre a GfK

Para mais informações, aceda a http://www.gfk.com/ ou siga a GfK no Twitter: http://www.twitter.com/gfk_group

Contatos:

Ralph Wirth, Inovação Global e Recursos Digitais, T. +49-911-395-2812, [email protected]

Amanda Wheeler, Relações Públicas e Comunicação, T +44-7919-624-688, [email protected]

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