A comprehensive operation of web listening, brand monitoring and web benchmarking against competitors, to define web strategies in a particular area such as the brand VAILLANT, a leader in the field of home heating and cooling. After a primary stage of industry analysis and segmentation of competition, IAKI has developed an analysis plan that takes into account three main variables: the brand, the industry and the competition. For further details of the transaction, we spoke with Sandro Marchetti, CEO of IAKI.

What are the client’s needs?

The need of the customer is to confirm its leadership in the field of home heating and cooling on the web given the investments of some of its competitors in this area.

How did this web monitoring project start?

Our advice is to start a task of acquiring information to understand how the market talks of the industry, the brand and the competition and then proceed with an analysis of web platforms used by competitors. Hence the idea to develop three levels of analysis: listening to the web industry, brand monitoring Vaillant and a benchmark for the web with competing brands.

What tools did you use?

The first task of IAKI was to analyze the buzz of the industry and Brand Reputation of the brand. This initiative has been done thorough a job of listening with the web platform Nielsen My BuzzMetric. Then an extensive study on the corporate website of our client was subsequently made to see if they had the tools, both technical and communicative, able to meet the needs of customers that web listening highlighted. We finally drafted a web benchmark that would highlight the different approaches of the 17 brand competitors divided into: layout / usability, presentation tools offer, presence configurators, activities CRM / Customer Care, visibility, Dealers and Service Network, tools of digital marketing and social presence in space.

What results?

This method, to transform data into information, has allowed us to understand what are the most appropriate and feasible solutions for our clients without losing sight of the landmarks of our research: industry, brand, competitors. The use of multiple analysis tools and a team dedicated to this kind of initiatives has led to the highlighted different aspects and scenarios on which to plan the future of our client web strategy.