Are You Thinking What We’re Thinking?

Audience Analysis, Consumption / by Roman Golubov on January 15, 2019

Social Fans VS Buyers: What Gives?

Despite marketers' enormous efforts spent on engaging with consumers on social media, there has been very little data about how this translates into real-world product purchase and consumption. How do you correlate consumer interests online to what really matters: product purchase and consumption?

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Media, Audience Analysis / by Roman Golubov on December 15, 2018

Drama Affinity Rankings Jan - June 2018

Crime shows and thrillers. Sci-fi and dystopian fantasies. Of more than 200 TV dramas that premiered during the first half of 2018, which shows bring out the fanatic fans? Helixa's inaugural Affinity Rankings show that The Bold TypeThe Fosters and 13 Reasons Why enjoy the strongest interest among women 18-49, whereas Into The Badlands, The Flash and The Expanse rank highest among men 18-49.

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Audience Analysis, Hospitality / by Roman Golubov on October 1, 2018

Hyatt: U.S. Audience Analysis


Hyatt Hotels, based in Chicago, Illinois is one of the leading global luxury hotel chains in the world, with almost $4.68B of revenue and over 45,000 employees globally as of 2017. Hyatt has a long history of acquisitions that have driven continuous growth since the first Hyatt House opened in 1954 at Los Angeles airport, but remains only a strong #3 in the industry behind Marriott Corporation and Hilton Worldwide.

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Audience Analysis, Clothing / by Roman Golubov on September 15, 2018

Under Armour: U.S. Audience Analysis

Under Armour is an athletic wear and digital health brand, known for diverse line extensions and celebrity endorsements, that has joined the ranks of Nike and ADIDAS as an iconic sports gear brand. CEO Kevin Plank has his eyes on overtaking Nike as the forerunner  of the industry. "In May, Plank told NBC Sports his 10-year-plan is still for Under Armour to become the No. 1 sports brand in the world" wrote Yahoo Finance.

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Audience Analysis, CPG, Toys / by Roman Golubov on September 1, 2018

Mattel: U.S. Audience Analysis

When it comes to brands known for evoking nostalgia that have also managed to transform over time to adapt to cultural and social changes, Mattel and its flagship Barbie are among the best recognized.

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