Analyzing the collective intelligence application software Wisdom Professional for (social) media planning: Case study Coca-Cola

Abstract

In this thesis, the main goal is set to demonstrate how a collective intelligence application software works and can be used for marketing purposes. Following this objective, it is aimed to optimize advertising in Social media for a company or enterprise by using a collective intelligence software. To this end, the Wisdom Professional software from MicroStrategy Company is utilized to derive required information. These data are kind of raw data that are derived from the information of Facebook users that are collected in Wisdom Professional. Wisdom Professional includes Facebook information of millions of people such as demographic, geographic, psychographic information. The information of Facebook users in Wisdom Professional are considered to be representative information of the whole population. The data derived from Wisdom Professional are further processed by means of different methods to demonstrate the best possible advertisement options for a specific enterprise.