CIC Releases the First Internet Word of Mouth (IWOM) Analytics Dashboard in China

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Home > Archives 2009 >
CIC Releases the First Internet Word of Mouth (IWOM) Analytics Dashboard in China
Monday, 01 June 2009 00:00

After 4 years as the Internet Word of Mouth (IWOM) thought leader in China, Shanghai based IWOM research and consulting firm CIC is now putting consumer and digital intelligence at your fingertips with the launch of its powerful IWOMmaster online dashboard, the first of its kind in China.

IWOMmaster provides a full set of IWOM analytics which allows marketers to take the pulse of their brands' and products' online buzz dynamics and tap into the social media world. Marketers can utilize the tool to derive consumer insight, develop digital PR and campaign strategies and track reputation.

In addition to the standard metrics of social media, like buzz volume and sentiment, IWOMmaster helps marketers track China specific measurements of influence for communities and online opinion leaders from the 3rd party perspective. CIC is an independent agency that only measures, and does not engage in marketing execution.

Utilizing the core technology previously only available to CIC's analyst team, the dashboard is powered by CIC's patent pending text mining engine developed for the unique Chinese social media landscape. This technology implements a semantic search to 'slice and dice' CIC's exclusive categorized archive of over 1 billion online consumer comments with over 1.5 billion pre-identified mentions of brand, product and attribute mentions by tens of millions of consumers dating back to 2004. The IWOMmaster is a simple yet powerful tool for understanding the Chinese consumer and the digital world they live in.

IWOMmaster is a consumer and digital analytics platform for strategic brand communications planning

More than just a simple "buzz clipping" or online reputation tracking platform, IWOMmaster provides strategic insight via a comprehensive, quantitative research-based methodology developed for the unique China market, including:

  • Buzz content and trends with built-in industry, category, brand and product analysis
  • Buzz drivers with built-in multiple level attribute and sentiment analysis for product, brand, community and efluencers
  • Buzz source with Chinese community performance and influence tracking
  • Buzz creators with efluencer performance and influence tracking

IWOMmaster is powered by patent pending, Chinese language text mining technology infused with China experience

With CIC's powerful semantic search technology and industry specific keyword taxonomies built based on CIC's years of experience in the China market, there is no need for keyword programming; users can simply select from pre-programmed menus covering 300,000 different brands, products and attributes which take into account net slang and all relevant English and Chinese name iterations. This makes the dashboard not only easy to use, but also allows for more reliable and accurate measurement.

IWOMmaster offers objective, comprehensive and professional measurement and analytics from a 3rd party perspective

CIC is an independent China IWOM research and consulting firm. Since CIC does not do marketing execution or 'buzz marketing' of any kind, CIC can offer a '3rd party' perspective void of the inherent conflict of interest that comes with marketing agencies which try to both "influence" and "measure" the buzz they create. Furthermore, our solutions come from almost 5 years of an exclusive focus on working with Fortune 500 clients to understand the essence of IWOM and IWOM analytics.

IWOMmaster is a service platform showcasing all of CIC's IWOM services

In addition to the newly launched dashboard service, for full access accounts, IWOMmaster offers immediate access to deliverables from CIC's customized and syndicated reporting as well as easy access to CIC's other IWOM resources, including CIC's IWOM trend watch reports, IWOM whitepapers, seeisee blogs, and IWOM glossaries.


As China's first and leading provider of Internet intelligence and insights based on IWOM (Internet Word of Mouth), CIC provides customized research consulting services, syndicated reports, as well as technical solutions and platforms to help companies meet their business and marketing needs. Since coining the term IWOM in 2004, CIC has pioneered the industry by supporting strategic planning and innovations across the entire spectrum of communications including brand reputation, business intelligence, product development, advertising, media, campaign planning and execution all via an objective, third party perspective.

Utilizing its patent pending text mining technology and analytic tools, CIC makes sense of over 46 million naturally occurring consumer comments every month. CIC gathers these messages from a range of uniquely Chinese social media platforms including blogs, BBS and social network sites and applies its unique, China derived methodology and indexes to provide a detailed and comprehensive picture of online discussions and their implications. CIC has analyzed and archived well over 1.5 billion mentions of brands and products from well over 1 billion consumer comments.

CIC has built and maintained strong, long term retainer relationships with multinational agencies and Fortune 500 companies, including Nike, Pepsi, Intel, L'Oreal Group, BMW, P&G, Unilever and many more.

For more information, please visit (CIC IWOMmaster intelligence service platform) (CIC website) (CIC Company blog in Chinese) (CIC Founder's blog in English).

For more information on the study or arrange an interview for additional quotes, please contact:

Charles Huang
Assistant Marketing Manager, CIC
This e-mail address is being protected from spambots. You need JavaScript enabled to view it  
This e-mail address is being protected from spambots. You need JavaScript enabled to view it  
+86–21-64049191 ext 8803


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