LookOut is a competitor monitoring tool that provides actionable
intelligence, allowing you to know how well your brand is really
doing.
Concept
LookOut is a competitor monitoring tool that has been
specifically created to help companies see how they and their
competitors are doing on all platforms by pulling in data from
multiple sources.
There are two major parts to the tool, one being the ability to
monitor your own brand, and see how much engagement you are
generating on a particular platform, or how last quarters
revenue spend effected conversion.
The second side is to see the same information about your
competitors and be able to compare that to your brand.
DESKTOP
MOBILE
EMAIL
COMSCORE
TWITTER
FACEBOOK
Challenge
Using multiple sources is difficult, not only because of the
technical complexities involved but also the ability to analyze
that data and take that out into a human readable format.
What is considered 'good' on one platform might not be the same
for another, what we needed to do was find a way to calculate a
baseline for each competitor, industry, and the platform as a
whole.
Only by doing this would be able to give a realistic view of
what was happening and surface that to the user over multiple
days, months and even years.
Designing with Data
Often times companies calculate engagement, but what does that
actually mean?
Is 0.5 good?
Is this good for you?
Is this good for your industry?
Is it good on a specific platform?
If your average is 0.45 then a 0.5 increase might seem like
your doing better, but not if it cost you an extra 80 hours of
customer support and the majority of those replies are negative
comments about your brand.
BOUGHT
Ones which the brand has created and maintains
OWNED
Advertisements and display media purchased
EARNED
Social media and networks that have been built
By using real data we have been able to develop a tool that
analyzes your brand as a whole and surfaces alerts and early
warnings, and highlights things your doing well but also
including areas to improve on.
Mixed Disciplines
Working closely between disciplines between user experience,
design, backend and frontend development we were able to analyze
the data, priorities functionality and implement them while
keeping blockers to a minimum.
If a particular feature would take longer for the backend to
develop or required external APIs we would be able to quickly
see this and focus on others that might be easier for the front
end team to implement in the meantime.
By sitting together and constantly sharing what we were working
on and when, we were able to quickly turn an idea into a fully
functioning product.
Product Launch
LookOut has been used to monitor hundreds of companies across
multiple industries and been used to help generate actionable
reports based on real data to help clients know more about their
own brand and their competitors.
It has been been a wonderful opportunity to work on the project
and help bring it to life, and i am very thankful to the team
who help make it a reality.
