Due to the daily extraction of relevant data cpi CELEBRITY PERFORMANCE is able to detct daily, monthly or yearly trends. A celebrity's performance can automatically be compared with the average of a selection of celebrities (e.g. of a specific branch) or with all analyzed celebrities. Hence, we are able to estimate the buzz potential that a celebrity is likely to generate for a specific ad-campaign and how this compares to the potential of alternative brand ambassadors.

cpi CELEBRITY PERFORMANCE covers all relevant sources of online comments and categorizes them into the following media segments: news, blogs, social online-networks and other sources. Hereby we allocate in which media the celebrity's presence is particularly strong and how this matches to the preferred spheres of the brand's target group. From the analyses of this data we are able to draw implications for an efficient media planning.

A celebrity who is associated with an ambiguous lifestyle or who raises negative associations for other reasons can easily hurt a brand for time to come. To minimize this risk we apply the cpi-Sentiment-Analysis. In this process, comments and contributions are classified according to positive, negative, or neutral tonality.

This is mostly conducted according to intelligent computer algorithms. It is then further refined by constant re-testing of the automated results, by our qualified research analysts.

Among other services, we are able to identify personality attributes of celebrities and to evaluate the image fit of a celebrity to a particular brand. Furthermore we can analyze in what manner target groups perceive and discuss marketing activities during a campaign and whether it impats their perception of a brand or product in the intended manner. A visualization of the most-discussed topics in relation to the celebrity-brand-cooperation helps to understand the development of the campaign’s impact.