Fizziology, an American social media research company that analyzes the world of entertainment, advertising, sports and a variety of other industries to forecast real world behavior, has announced the launch of its Canadian research arm. Fizziology is now able to deliver Canadian-based intelligence using a multi-layered language and geo-location approach that captures only Canadian social media conversations. This technique helps studios, networks and brands better determine how to craft their marketing strategies for Canada without the noise of additional markets.
Using a proprietary system, Fizziology monitors social media buzz from Facebook, Twitter and blogs to grade sentiment, spot trends, and identify what’s driving online conversation. Real people – not automated keyword searches – read a statistically relevant sample of the social media chatter to provide actionable data. And since the company was born from ad agency executives who were unhappy with the way tech platforms were only equipped to track social conversation, Fizziology also performs detailed analyses of the data it creates to provide brand, agency and entertainment industry executives with marketing insights, media optimization intelligence and recommended actions that help them make informed business decisions.
“Until now, it has been nearly impossible to accurately sort which social media conversations are taking place in Canada and which are taking place in the U.S.,” said Jen Handley, COO and co-creator of Fizziology. “By tailoring our services to the Canadian market, we’re providing social media intelligence that can be used to more accurately measure media impact and sharpen messages that are more relevant to Canadian audiences.”
In addition to marketing insights for brands and television networks, Fizziology provides insight as to which television shows would offer the best returns on advertising dollars. Because ratings are only one of the dimensions of value for advertisers and networks to consider, Fizziology measures the social media impact of programs and quantifies the value of that impact. This score can be used as a point of comparison with traditional ratings or combined to create a more holistic view of a program’s value.
Unlike other providers that rely on small, skewed sample sizes and solely on an algorithm instead of human intelligence, Fizziology’s approach ensures decision makers are equipped with the most accurate insights to make their business decisions. Fizziology’s proprietary methodology allows a larger database of geographically tracked feeds to be pulled, and these conversations are read by trained analysts. Because real people are used in the analytical process, sarcasm, misspellings, slang, pop culture references and trends that would otherwise be overlooked by a computer program are properly accounted for to guarantee an extremely high level of accuracy in Fizziology’s findings.