Enterprise Europe Network

Impact improvements for digital platforms by measuring digital markets on search volumes for more than 14’000 channels, in 200 countries and in 30 languages

Country of origin:
Country: 
SWITZERLAND
Opportunity:
External Id: 
TOCH20210818001
Published
18/08/2021
Last update
25/08/2021
Expiration date
26/08/2022

Keywords

Partner keyword: 
Digital Systems, Digital Representation
Embedded Systems and Real Time Systems
Databases, Database Management, Data Mining
E-Publishing, Digital Content
Information Filtering, Semantics, Statistics
Other commercial communications
Communications services
Web semantics
Advertising and public relations
Media related services
Other information technology and computer service activities
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Summary

Summary: 
A Swiss SME is applying a technology which uses a new valid approach for analyzing and benchmarking digital markets through extracting search volume data in real time (14’103 channels worldwide; search engines, social networks and e-shops). Results are used for user centric digital transformations, platforms, strategy, evaluations and campaigns assuring digital impact based on reliable data replacing classical market research for any industry. Mutual commercial agreements are sought.

Description

Description: 

Classical market research often no longer delivers reasonable results for the markets. The technology presented by the Swiss SME was originally developed by a Swiss R&D institute active in market research and digital impact. It goes far beyond existing surveys and applies a new cross- and multi-channel approach, extracting application programming interface (API) method where data from 14’103 sources worldwide including search engines (e.g. Wikipedia, Google, Bing, Yahoo!, Ask, Lycos), social media platforms (e.g. Facebook, Twitter, Linkedin) and e-shop searches (e.g. Amazon, ebay, Alibaba). The collected data is analysed systematically to reveal the frequency of queries submitted by internet users by the domains of 203 different countries in order to measure the potential online markets.

The extracted aggregated data show how often the selected keywords have been searched for and how this number varies over time. It therefore allows drawing conclusions about the population’s online search behaviour regarding the respective keywords.

This high-tech approach for market research is unique because it tracks down the active searches by the user community itself, measured by API or software interfaces on the respective platforms, where a search field is offered to users. The most prominent services include:

- keyword-analysis
- potential-analysis (future issues)
- single site analysis
- tech-check
- competitor-analysis
- relaunch-analysis

The keyword contents are gathered by a site grabbing technology. This technology extracts all the content of a website which is visible from the outside (published). Figure 1 shows the site grabbing technology. The structure of the site is displayed in a data tree. The site grab includes all sorts of text documents, meta data, descriptors, image descriptions, etc. It stores all the readable contents on a relational database where the information can be analysed.

In Figure 2 the aggregated search volume for some keywords (average search volume per channel measured in Switzerland) is compared to the content offered referring to these keywords. The content offered on a website for example is derived from the site grabbing technology mentioned before. The actual digital key performance indicators (KPI) measures are weighted in order to be comparable. The blue bars “Content Offered” show how prominently a product, service or topic is published on a specific website, campaign, app or e-shop. The red bars “Search Volume” show, how intensively online users in a specific country actively search for this product, service or topic on the internet via search engines, social media and e-shops within the last 30 days (normalized figures).

Figure 3 shows a sample comparison of content offered used in competitor analysis or benchmarking. This allows a comparison of which provider features what product, service or topic more or less prominently than others. The green, yellow and orange bars show, how prominently a topic is featured by the analysed competitors. This allows a comparison of different providers with a comparable offering in the same branch or industry.

Cooperation is possible in any industry with digital content creation, early digital transformation projects or campaigns. The goal of the cooperation is to measure the “digital impact” as opposed to guessing.
The Swiss company would like to establish commercial agreements with technical assistance. The SME provides digital impact measurements business intelligence and online market analysis to partners and customers.

The SME is also interested in cooperating in the context of publically funded programmes, e.g. Horizon Europe, as a subcontractor or as a consortium partner for market analysis, data science, digital impact, consulting assistance and support.

Advantages & innovations

Cooperation plus value: 
This approach focuses on the active searches by the user community itself as an active and reliable source for market intelligence. It measures with API and software interfaces on multiple platforms where any kind of search field is offered with a strong focus on the user’s interest. The advantage of this new method for analyzing digital market impact is that there are no interferences between interviewers and interviewees, which is still the case in most classical surveys. Tools from other companies often only take into account the searches on one single search engine or social network, whereas the present technology measures at large 14’103 different channels worldwide. The described technology considers an average over all data sources allowing a full overview per country as well as competitor analysis and benchmarking. The technology allows drawing conclusions about the population’s online search behaviour regarding the respective keywords without invading the privacy of a single person (fully in line with General Data Protection Regulation, GDPR).

Stage of development

Cooperation stage dev stage: 
Already on the market

Partner sought

Cooperation area: 
The specific area of activity of the partner: The technology can be applied to measure impact in any area of activity (e.g. industry, health, finance, environment, social sciences…). The Swiss SME has an interest in cooperation in the framework of any international projects which seek, or are meeting requirements to ensure “digital impact” and need reliable independent digital KPI’s. The tasks to be performed by the partner sought: Commercial agreement with technical assistance, consulting and support: Efficient cooperation, delivering clear useful KPI’s and data science results with a high affinity to the project. It includes experience with international projects or in general innovative project proposals where the partner is in need of delivering evidence of “digital impact” for his or her project.

Type and size

Cooperation task: 
SME 11-50,University,Inventor,R&D Institution,SME <10,>500 MNE,251-500,SME 51-250,>500

fig_1.png

Fig. 1: Site grab technology.

fig_2.png

Fig. 2: Content offered (blue bars) compared with search volume (red bars).

fig_3.png

Fig 3: Comparison of content offered on the sites of 3 competitors.