LG appoints Publicis Modem to track its online buzz

Publicis Modem will use its Decipher Process to focus on LG's TV and mobile business units and the LG umbrella brand, across five key European markets including the UK, France and Germany.

The Decipher Process tracks the brand's "noise" and analyses it, including looking at how much noise there is, where the brand is being talked about, and coding conversations as positive, negative or neutral.

The overall findings will be linked to the Net Promoter Score, the statistic reached when brands contrast the number of consumers talking negatively about them with those talking positively.

The findings on LG will be used to help raise its NPS score as well as providing information which will help to form future marketing strategies.

Dominic Chambers, European marketing director at LG Electronics, said: "LG Electronic's 21st century vision is to become a global digital leader. We want to make customers worldwide happy through our innovative digital products and services.

"Conversation analysis is key to that, and Publicis Modem has proved a great partner in planning and developing this project. We look forward to the findings."

Anthony Effik, chief strategy officer at Publicis Modem, said: "Conversations that are popular offline are also popular online, and these conversations drive market share.

"We believe this project will be instrumental in helping LG get closer to its audience and therefore win market share in this tough climate."

The first stage of the process will be completed by 31 March.