To always have an experienced advisor with you live and in every suitable situation, who makes life with dogs more stress-free and happier, that is the idea of a brother and sister. The concept is convincing and wins prizes. But what are the situations in which future users would be particularly helped by such an app? And when and where is it best to reach them in these contexts? An analysis is needed that helps the app’s creators to be in the right place at exactly the right time and in the right context with their idea in order to quickly and efficiently win over enthusiastic users.
With NEUTRUM, the key topics and occasions are identified based on information behavior—what articles they read, what they search for, and what they post. AI-powered content and context analysis precisely highlights the most important concerns of dog owners and reveals which specific questions and situations are particularly relevant—and how these may vary depending on the dog breed as well as the living and working situation. For these identified topic clusters, ongoing monitoring determines how interest is developing and in which media, on which channels, and at what times dog owners can best be engaged with these topics and occasions. Finally, the most relevant influencers for each topic and context are continuously identified.
Data-driven, NEUTRUM’s applications make it possible to address potential users in a truly relevant context. This starts with an editorial plan that defines the right topics and how they should be presented, and extends through a tailored content-channel matrix (which topic on which channel) and send time optimization (what to publish, when, and where), all the way to identifying the right communication partners—everything optimized for maximum activation. This enables WhatzDogs a successful market entry.
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