LG signs Publicis Modem for buzz tracking

UK-- Electronics manufacturer LG has contracted Publicis Modem to track and analyse online conversations about its TV and mobile business units.

The digital marketing agency will track LG's ‘buzz' by looking at online conversations about the brand and coding them as positive, negative or neutral. A more qualitative method will be used for researching certain conversations in more detail.

Findings will be linked to the Net Promotor Score methodology, which measures a company's potential to grow based on the number of brand promoters it has versus the number of detractors.

The project will be led from London with a focus on the UK, France and Germany.

LG's European marketing director Dominic Chambers said: “We want to make customers worldwide happy through our digital products and services. Conversation analysis is key to that and Publicis Modem has proved a great partner in planning and developing this project. We look forward to the results.”

Author: James Verrinder