Business Situation:

Our client - a leading publisher of scientific journals - was trying to deal with a rapidly evolving industry. Researchers felt the publishers pricing
policy was too aggressive and this was hampering dissemination of quality research to a wider audience. The publisher wanted to engage with
researchers and thought leaders having influence in the publishing domain to gain insights regarding best practices of the industry, so that
they could fine-tune their business model accordingly.
The Task:
Identify key influencers in publishing industry with whom the company can engage using various events to spread positive word of mouth and
reduce the tussle between the academia and publishers.
Analytical Framework:
Marketelligent helped the publisher identify key influencers using human analysis and recognition tools. All influencers were ranked based on
their digital media footprint and reach among consumers of publishing industry.
Influencer Profiling:
Based on the ranking, top ten influencers were profiled with specific details like Klout Score & # of Twitter followers. Influencer profiling also
included connection diagram which showed linkages of each influencer with organizations or individuals who are authorities in the publishing
industry.
The Result:
The academic publishing company engaged with top influencers of the industry to gain great insights regarding their business model going
forward. Key enhancements were made :
Open access was given to a number of articles in tune with other publishing companies
Subscription rates were overhauled to make articles easily available for researchers and scholars
Positive reviews in terms of articles and blogs written by these influencers helped the company enhance its brand value
Analytics in Action
Leveraging Social Media Analytics to Identify Influencers
Scanning
Universe
A scan of
secondary
sources and
social media is
done to arrive
at the universe
of
stakeholders
related to a
particular
topic
First Level of
Filtration
On the basis of
relevancy and
volume of
conversations;
organizations,
individuals &
informational
websites are
shortlisted
Ranking Key
Influencers
All the key
stakeholders
are rated
based on
parameters
like popularity,
engagement,
relevancy &
connectedness
& are listed in
rank of their
importance
YOUR PARTNER FOR
DATA ANALYTI CS SERVI CES
MANAGEMENT TEAM
GLOBAL EXPERIENCE.
PROVEN RESULTS.
Roy K. Cherian
CEO
Roy has over 20 years of rich experience in marketing, advertising and media
in organizations like Nestle India, United Breweries, FCB and Feedback
Ventures. He holds an MBA fromIIMAhmedabad.
Anunay Gupta, PhD
COO & Head of Analytics
Anunay has over 15 years of experience, with a significant portion focused
on Analytics in Consumer Finance. In his last assignment at Citigroup, he was
responsible for all Decision Management functions for the US Cards
portfolio of Citigroup, covering approx $150B in assets. Anunay holds an
MBA in Finance fromNYU Stern School of Business.
Greg Ferdinand
EVP, Business Development
Greg has over 20 years of experience in global marketing, strategic planning,
business development and analytics at Dell, Capital One and AT&T. He has
successfully developed and embedded analytic-driven programs into a
variety of go-to-market, customer and operational functions. Greg holds an
MBA fromNYU Stern School of Business
Kakul Paul
Business Head, CPG & Retail
Kakul has over 8 years of experience within the CPG industry. She was
previously part of the Analytics practice as WNS, leading analytic initiatives
for top Fortune 50 clients globally. She has extensive experience in what
drives Consumer purchase behavior, market mix modeling, pricing &
promotion analytics, etc. Kakul has an MBA fromIIMAhmedabad.
ADVANCED ANALYTICAL SOLUTIONS
MARKETELLIGENT, INC.
80 Broad Street, 5th Floor, New York, NY 10004
1.212.837.7827 (o) 1.208.439.5551 (fax) info@marketelligent.com
CONTACT
www.marketelligent.com
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