We use a proprietary mix of specific data points.
We are happy to share at a high-level our data and their sources. We generally use three types of data:
1. Strategic Signals
We collect marketing content from brands (website content, social content, digital ads, website and ad creative, and more) and break it down thematically to analyze and determine consistency, uniqueness, affinity, alignment, and connection with audiences, as well as media spend by channel. Our sources include content from the brand and its competitive cohort, Nielsen, Kantar, SEMRush, social channels such as Facebook, and YouTube, as well as our research and proprietary algorithms.
2. Business Performance Signals
We collect financial and business performance data such as revenue, market capitalization, news sentiment, search trends (e.g. branded and non-branded search), employee support and more. In addition, we have access to data sources from United States SEC, Dun & Bradstreet, capital IQ, Craft.co, and Pitchbook to supplement our financial data. We also do financial modeling for private companies and for products nested within larger organizations.
3. Audience Signals
Our sources include forums, reviews, and engagement key metrics from social media. In addition, we look at the sentiment and thematic summarization of this content and analyze it to determine consistency, uniqueness, affinity, alignment, and connection with the brand and its marketing. Sources here vary by industry, segment, and category. However, some specific sources are G2, TrustRadius, Capterra, Amazon, Yelp, App Store, Drizly, and more. We use findable, relevant review content as our primary audience signal, as they are intentional and less noisy than social media. Secondarily, we use social media metrics – specifically engagement metrics such as followers, reply rates over time, etc. versus analyzing audience-generated content on social channels.
Further, people ask how we know our data is accurate. Oftentimes, data acquired directly by BlueOcean from industry leading providers includes modeled or estimated numbers. These numbers reflect accepted standards for digital, media spend across many channels, financial and other metrics. While your own source data will always be the most accurate point of reference, our goal at BlueOcean is to bring visibility into data that you do not currently have or do not have the ability to bring together in a comprehensive way inside your organization. This data comes together into the BlueOcean framework, and provides insight into how your comprehensive marketing efforts support overall brand health. Further, we are one of the only sources where you can receive this type of holistic data on your competitors, as well.
