RELEVANCE IS
A QUESTION OF TECHNOLOGY

NEUTRUM TOPIC NAVIGATOR

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YOUR TREASURE MAP TO YOUR DESIRED POSITIONING:

With the Neutrum TOPIC NAVIGATOR, you can clearly see which topics are close to your target group’s heart, how they are connected, and which aspects particularly move them in the process. In this way, you find the words that really appeal to your target group – and the arguments and opinion leaders with which you place your products in the desired contexts. The basis of the TOPIC NAVIGATOR is the AI-supported analysis of many freely formulated texts of your target group – e.g. from social media, journalism, service calls, social intranets or knowledge management systems.

Best Content Solution: Content analysis

“THOSE WHO RECOGNIZE WHAT IS RELEVANT TO THEIR CUSTOMERS AND IN WHAT CONTEXT UNDERSTAND THEIR USE CASES AND NEEDS MUCH BETTER – AND SEE HOW THEY AND THEIR COMPETITORS ARE PERCEIVED IN RELATION TO THEM.”

– PHILIPP, TECHNOLOGY LEAD (FULL STACK)

YOUR ADVANTAGES

  • Our AI provides an undistorted map of what your market is really interested in
  • Only tool that also shows the connections between topics: who is passionate about A – what else is he passionate about?
  • AI-supported topic hierarchies: Which aspects are important in this topic?
  • Automatic entity recognition reveals how brands, people and places are associated with topics.
  • For each topic & argument, evaluation by sentiment, activation, top media, influencers and optimal communication timing.
  • Completely Big Data based: no waiting time for surveys, retrospective analysis possible.

THIS IS WHAT THE NEUTRUM TOPIC NAVIGATOR SHOWS YOU:

  • Which topics are important to my target group in the examined topic area?
  • How are they related to each other? Which “camps” exist in the market?
  • What are the aspects of each topic that move the most?
  • Where are different brands, people and places located in this context?
  • What is the most promising chain of argumentation to place an aspect in a particular context?
  • For each topic, aspect and argumentation chain: how are they emotionally occupied, how much reach do they get, how strongly do they activate, and in which media, via which opinion leaders and at which times are they best played?

cheers to success

HOW A SPIRITS COMPANY STAYS RELEVANT IN THE PANDEMIC

Many liquors are drunk especially in bars, clubs and festivals. This one, too. Corona lockdowns thus threaten sales and brand. What to do? Lead agency Drehmoment relies on solutions from Hase & Igel – and finds those drinking occasions, recipes and media for the brand that keep it in the hearts and throats of consumers.

SUCCESS STORIES

Berky, a leading supplier of specialized boats used to maintain dikes, sees new business opportunities in removing plastic waste from bodies of water. But how should the new market be conquered? With Hase & Igel solutions, Berky discovers the relevant use cases and industries and identifies typical target customers and suitable partners.

From high-rise buildings to tunnels – no complex construction project is carried out anymore without special software that performs the necessary calculations, e.g. for the required wall thickness or efficient drainage. Our customer has been an established player in the market for years and is known to all major companies in the industry.

Stadtsparkasse Düsseldorf wants to determine the value contribution of its marketing measures. With the AI solution from Hase & Igel, the data from all channels and the CRM are combined and analyzed along the entire funnel – evaluated with realistic benchmarks: A bridge between marketing and sales for optimal control.

THIS IS HOW YOU CAN USE THE NEUTRUM TOPIC NAVIGATOR

  • In an initial scoping we set up your topic field for you and connect the desired data sources – e.g. media monitoring, interview databases, social intranets, wikis & knowledge management systems or speech-to-text protocols from the call center.
  • After a short setup time, you will receive your TOPIC NAVIGATOR ready to go: with all data connections already set up and the data imported.
  • Explore the results, discover the most activating topics and arguments, the different camps and the best communicative environment for your story.
  • For each analysis, you’ll see explanatory texts & tooltips in the tool to help with interpretation.
  • All graphics, analyses and raw data can be exported with 1 click.
  • Repeated runs at fixed intervals (e.g. per quarter) show you how the topic landscape is developing and can be compared in snapshots.

CUSTOMER VOICES

use cases

MARKET ANALYSIS

Predict sales, identify opportunities:

Only those who meet the market demand correctly will be successful. With us you know in advance

  • how many people are interested in your product – with trends & forecast
  • which use cases and regions have the highest potential
  • how strong the competition is – and who you are up against
  • which “camps” there are in the market – and what is important to each of them

POSITIONING & CONTENT STRATEGY

Using the right topics to achieve the right positioning:

I am only relevant when I address real needs in the right context – and am understood. We show you

  • how your target group perceives the market
  • how their topics are connected and which contexts activate them
  • where your competitive positioning opportunities lie
  • which use cases are in demand with which expectation

COMPETITIVE ANALYSIS

Know the strengths and weaknesses of competitors:
If you analyze your opponent correctly before the match, you are more likely to win. Thanks to Big Data & AI, you can determine with our solutions

  • strengths and weaknesses of your competitors
  • quantitative (figures, data, facts) and
  • qualitative (perception, position, arguments) aspects
  • with which budgets and through which channels your competitors attract prospects

AND THE CONTRACT? THE COSTS?

The TOPIC NAVIGATOR is set up by us according to your specifications and then handed over for use in self-service

1


Book your free scoping call HERE including access to a demo instance.

2


You will receive an individual offer from us, which is transparent and modular based on the following factors:

  • how many different topic maps (e.g. markets, languages, target groups)?
  • do you provide the data or do we collect it externally for you?
  • one-time run or regular repetition?

3


If you decide to commission us on the basis of the offer & demo, we will set up your topic field, combine the data and hand over your personal TOPIC NAVIGATOR after a few days to a maximum of a few weeks (depending on complexity).

4


You receive training for all users via web meeting (documentation and instructions are stored in the system anyway) and start working with the tool. Of course we are always available for questions and support.

AWARDS AND REFERENCES

FREQUENTLY
ASKED
QUESTIONS

Our proprietary AI algorithms use our own further development of the so-called word embedding methods in Natural Language Processing. Of these, at least a few thousand text units are needed – these can be individual posts, articles, call logs or interviews, for example. The source system from which this text data comes – whether from call tracking tools, media monitoring dashboards, survey panels or knowledge management systems, for example – is secondary. They must only be able to be exported from their source system as full text.
If data from media or websites are to be examined, you can also use the TOPIC NAVIGATOR without any database of your own: optionally, we are happy to use our own crawlers, scrapers and APIs to collect texts from the web for you and feed them into your topic navigator.

Our proprietary AI algorithms use our own further development of the so-called word embedding methods in Natural Language Processing. This means that the algorithms not only examine which words the target group uses – but in which context which combination of words occur and how this is related to what else the text is about and what emotional quality it has. In this way, the AI recognizes not only connections of meaning, but also which concepts and associations are decisive in each case. The sense clusters (= concepts) in the TOPIC NAVIGATOR are created on this basis. Aspects that always occur in connection with a concept (B only occurs when A occurs) are assigned to it as an association. The associations between concepts are based on how often both concepts occur in the same text.

The larger a concept or association is, the larger its point is represented. The closer together two dots are, the more they are used by the target group in a similar context. The stronger the line between them, the more often they are mentioned by the target group directly in connection with each other.

The TOPIC NAVIGATOR is not a media monitoring tool – but an instrument for recognizing meaningful connections from text data and making them easy for you to navigate. If you have a media monitoring tool and want to use the TOPIC NAVIGATOR to investigate how people talk in the media – great, then load the data from your monitoring into the TOPIC NAVIGATOR. Because then you don’t just get word clouds and influencer lists, but a real mental map where you can identify the resonance, the appropriate media and opinion leaders for a specific argumentation… and discover what arguments there are in your market at all. But you can also feed the TOPIC NAVIGATOR with other sources – for example your social intranet, your knowledge management, chat logs etc.

The TOPIC NAVIGATOR works for all major world languages. We can provide quality assurance and support for English, French, German, Italian and limited support for Spanish and Dutch. For other languages, you would need to provide an expert for the QA process or hire a translation agency (unless our DeepL API is enough for you).