The Opportunity
- A global consumer products company wanted to understand the impact of public relations events, such as product recalls, and bad publicity in traditional and social media.
Our Approach
- Using a case database of hundreds of cases across the world, with dozens of attributes on each case, we joined each case with sales and marketing data for a comprehensive analysis of how a public affairs “crisis” evolves and its impact.
The Impact
Some key findings of the study include:
- 71% of the time, there is no lasting impact to sales of an event.
- When there is an impact, we can use econometric models to estimate lost sales.
- We can classify patterns of how trends develop and evolve over the first few days and weeks of a crisis.
- Social media “listeners” are unreliable as an early warning system.
- Opportunities to improve data collection and integration were identified.