Social Media KPI Tracking

This Freedata product allows you to capture and continually analyse the number, the type of conversations on the web and the level of web listening. It gauges the strength and the structure of digital channels and allows you to gather fundamental data to analyze the competitive positioning of products and brands.



It gathers spontaneous results, analyzing every day thousands of tests from all the major websites and catalogues them using heuristic analysis of automated algorithms.

It provides a gauge of exposure (in terms of contacts) obtained from both traditional digital channels and the social media.

It covers a time span from January 2009 to date.

It uses the daily detail of the single posts and each individual conversation published on the web and, on a weekly basis calculates the standard KPI, validated by the Freedata method, that can then be cross checked with the times series analysis of communication investments, market and awareness performance data.

It provides brand or (when applicable) product assessment, consistently in line with the key client’s market vision.

Produces Excel output formats with detailed tables and synthesized graphs.


Among the main KPI included in the service are:

  • Buzz: volume of online conversations
  • Sentiment: index of product/brand evaluation
  • Baseline buzz: the expected buzz level for a given time span calculated extracting historical data
  • Exposure: estimation of contacts
  • Brand Race Quadrant: : a tool, which visualizes the position of the brands being monitored by cross matching the buzz (notoriety) and net promoter score (advocacy) levels.

All the gauge tools are assessed separately in the Web’s key channels, all of which have their different and individual characteristics: MAINSTREAM, BLOGS, FORUM, SOCIAL MEDIA, WIKI, VIDEO SHARING.

Freedata carries out additional “SPECIAL ANALYSIS” to interpret the phenomena observed: changes in the KPI trend, possible anomalies in both the brand perception and the quantity of conversations in the web linked to “viral” phenomena.



Being a database that gathers three years of results from the web (news, posts, comments, video and photos, tweets,…), it hence allows clients to interpret historical data and build up a reference baseline for all markets;

High coverage: the Web Listening platform used gathers approximately forty million new results every day;

The abundance and value of the tools: using the best estimation tools available, the volume data sets are multiplied in order to assess the actual number of users that have had access to each individual text; it is therefore possible to create exposure assessment tools (contacts) using both traditional web channels and the social media;

New and original tools such as the concentration index, that synthesizes Buzz distribution (few major sites or rather many minor sites)

International scalability: Freedata is able to replicate the methodology applied in multiple foreign countries, thanks to the global underlying database as well as the previous experience matured in multi-country projects.



This tool allows clients to promptly track and control their own consumers’ attitude towards products, brands (own and competitors’) and the Market reflected on the web;

It provides customer clients with a database that can be readily compared with other sources and can also be used for descriptive statistic analysis or Marketing Mix and Market Simulation models;

It is a starting point to develop projects aimed at specific marketing needs: analysis of brand competitiveness, launch of new products, strategic understanding of the opportunities that the various digital channels offer.



Daniele Paladini – Research Director

[email protected]


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