Score changes are an expected part of a healthy, active cohort – in fact, we would be worried if there weren’t changes! One of our Strategists explains your cohort in Brand Navigator like a trampoline full of kids – when one brand jumps (i.e. takes action) all other brands feel the bounce.
There are a few reasons we see changing scores:
Competitive Movement:
You or one of your competitors made a move – it could be in advertising spend, social posts volume, a campaign launch, major push on driving 3rd party review content, or a news blitz. Remember, scores range from 0 to 200, with 100 being the mean average, and, all scores are relative, so if a brand’s scores increase, other brands’ scores can decrease.
Data Availability and Refreshes:
Data moves at different speeds. Brand Navigator sources both fast (ex. social content posts) and slow (ex. quarterly financials) moving data. Scores can fluctuate as data points refresh.
Data Improvements:
At BlueOcean, we are always looking for opportunities to increase the value and accuracy of the data we provide our customers through the careful curation of new data sources. As new sources are ingested, scores may shift to reflect the improvement. When changes like this occur, BlueOcean will notify users either in Brand Navigator or through email as needed. We love customer feedback! If there are other types of data and/or sources of data that would help your business, please let us know.
Is that a normal amount of change?
It is common to see score shifts of 10 points from week to week in your brand’s BlueScore, along with Familiar, Relevant, and Revered Factors and Subfactors. Within Unique and Consistent Factors and Subfactors, it is common to see 35+ point swings because these scores are driven by brand and audience content and conversations, which experience greater volatility. It is important to note that when changes larger than those identified above occur, this is indicative of significant action(s) by one or more of your competitors giving you the fastest possible indicator that your team should further investigate.
Why DIDN’T my score move?
Expecting a shift that hasn’t happened yet? There are a few reasons why:
- Another brand(s) actions outweighed your own – a competitor made a bigger play at the same time diminishing the impact your actions had on the cohort.
- The impacts of some brand actions are more immediate than others. For example, new brand social content vs. audience sentiment. The next data refresh will reflect brand social content changes but shifting how an audience feels about a brand requires well-aligned content, time, and repetition to effect change.
