# YouNet Media Credentials 2026


Last updated: June 30, 2026


### **Social Media & E-commerce Intelligence for Marketing Systems**


## **1\. About YouNet Media**


YouNet Media, a member of YouNet Group, is the leading **Social & E-commerce Intelligence** company in Vietnam and Southeast Asia.


YouNet Group is **The Measure Group powering Marketing Systems**, with a mission to build **Decision Infrastructure for Marketing and Commerce** \- enabling organizations to understand reality, learn from it, and continuously improve the quality of their decisions. By connecting data, measurement and intelligence with execution and operating architecture, YouNet Group helps brands and agencies make better decisions and run their marketing and commerce operations as a unified, accountable, and scalable system.


Within the YouNet Group ecosystem, YouNet Media operates in the **Data Intelligence** layer, combining **Social Listening Intelligence** and **Commerce Intelligence** to help brands and agencies understand consumers, categories, competitive dynamics, and market signals.


Through continuous monitoring, market benchmarking, and the early detection of opportunities and risks, YouNet Media helps organizations move from fragmented tracking to systematic market visibility. This enables them to optimize operations, adapt to market changes, and support better marketing decisions.


YouNet Media's capabilities help organizations answer the critical questions that arise throughout marketing operations:


* **What is happening now?**  
* **What should we monitor?**  
* **Where should we optimize?**  
* **What should we do next?**


### **1.1. How We Create Value**


YouNet Media combines qualified data coverage, AI-powered analysis, and deep industry context. Our experts interpret social signals, extract meaningful insights, and support decisions that brands can act on.


This capability enables YouNet Media to support brands throughout the marketing lifecycle \- from **Strategic Planning** and **Daily Operations** to **Strategic Measurement**.


Across these stages, our work is grounded in three core foundations: **Signal Coverage, Measurement Frameworks, and Human Expertise**.


## **1.2. Regional Footprint and Proven Scale**


YouNet Media is expanding its Social Media & E-commerce Intelligence capabilities across Southeast Asia, with current coverage spanning six key markets: **Vietnam, Thailand, Indonesia, Malaysia, the Philippines, and Singapore**.


Our data coverage encompasses 14 platforms: Facebook, TikTok, YouTube, LinkedIn, Threads, X, Instagram, Online News, Forums, Blogs, Reviews, E-commerce, Blockdit, and Pantip. We continuously adopt the latest AI models and localize them under the supervision of market-specific expert teams.


Over 13 years of operation, YouNet Media has worked with **1,000+ clients** and delivered **3,000+ projects** across **30+ industries**.


Leading brands working with YouNet Media include:


* **FMCG:** Nestlé Vietnam and Indonesia, FrieslandCampina, TH, VitaDairy, LOF, Morinaga.  
* **Finance & Banking:** VPBank, MSB, Vikki Digital Bank, Cathay United Bank, Dragon Capital, VPS.  
* **F\&B:** Mars Thailand, Acecook, Jollibee, KFC, McDonald's.  
* **Retail:** AEON, FamilyMart, CellphoneS, FPT Shop, CANIFA, Decathlon.  
* **Beverages:** Pepsi, Heineken, SABECO, TCP Group.


## **1.3. Why YouNet Media?**


#### **1.3.1. Signal Coverage**


The quality of every analysis depends on the quality and completeness of its input data. YouNet Media connects signals from social media, online media channels, and e-commerce into a unified data system that is continuously maintained. Our advantage extends beyond multi-source coverage to include data depth and the accumulation of historical data, creating a stronger foundation for more reliable analysis.


### **1.3.2. Measurement Framework**


Methodology guides every analytical activity. Behind every ranking, campaign report, or crisis alert is a standardized system of measurement frameworks and analytical methods, built on YouNet Group's years of market research and consulting experience. This ensures that every conclusion is grounded in a consistent, objective, and reliable approach.


### **1.3.3. Human Expertise**


The true value of data lies in the ability to interpret it within the right category, brand, and market context. YouNet Media's research, analytics, and strategic consulting experts combine specialist knowledge, practical experience, and market understanding to transform data into meaningful insights and actionable recommendations aligned with business objectives. This human expertise is what distinguishes a data tool from a strategic consulting partner.


### **1.3.4. Trustworthy Intelligence**


Businesses need more than data or reports; they need intelligence they can trust to make decisions. Built on large-scale, high-quality data infrastructure, standardized methodologies, and expert validation, YouNet Media's analyses provide evidence-based perspectives grounded in market context. This foundation underpins the reliability of every insight and actionable recommendation, giving businesses greater confidence in their strategic decisions.


---


## **2\. Capability Stack**


YouNet Media provides **Social Media & E-commerce Intelligence for Marketing Systems**, where data is cleaned, standardized, and analyzed using AI and strategic expertise to turn social conversations into actionable recommendations.


This creates a continuous intelligence loop, so every decision informs the next.


### **2.1. Intelligence Domains**


YouNet Media's capability system supports seven intelligence domains:


1. **Brand Intelligence**  
2. **Campaign Intelligence**  
3. **Consumer Intelligence**  
4. **Category Intelligence**  
5. **Content Intelligence**  
6. **Crisis Intelligence**  
7. **Social-to-Commerce Intelligence**


These capabilities help organizations transform measurable signals into operational intelligence and measurable business impact.


## **2.2. Measurement and Decision Support System**


YouNet Media deploys a system of measurement frameworks developed by YouNet Group, enabling businesses to connect signals from communication activities, brand strength, and commercial outcomes within a unified measurement structure.


The measurement and decision support system includes:


* **Measure Spine**  
* **Creative Performance Framework**  
* **Social Brand Health Index**  
* **E-commerce Intelligence**  
* **Benchmarking**  
* **Decision Playbook**


Rather than tracking isolated metrics, this system helps businesses determine what is happening, understand the reasons behind the results, and identify the priorities that require action to improve performance.


---


## **3\. Solution System**


YouNet Media's solutions support brands in strategic planning, content development, execution tracking and optimization, as well as performance measurement and benchmarking.


### **3.1. Strategic Intelligence for Planning**


**Understand the market & consumers to define the right strategy.**


#### **3.1.1. Category Intelligence Report**


Category Intelligence Report decodes the category across **competitive landscape, consumer feedback, and emerging trends** to uncover actionable growth opportunities.


**Benefits for brands:**


* Benchmark against competitors and identify clear positioning gaps.  
* Understand consumer needs, pain points, and drivers.  
* Identify and act on emerging trends early.  
* Turn insights into concrete strategic direction.


#### **3.1.2. Consumer Intelligence Report**


Consumer Intelligence Report decodes **consumer needs, behaviors, and decision drivers (U\&A)** to uncover how brands can connect with the right audience and influence decisions.


**Benefits for brands:**


* Improve product & service relevance.  
* Enhance communication effectiveness.  
* Increase effectiveness across message, activities, channel, campaign, and touchpoints.  
* Identify new growth opportunities.


#### **3.1.3. Campaign Landscape Report**


Campaign Landscape Report **audits and benchmarks market campaigns** to identify winning tactics and consumer drivers, enabling more effective, differentiated, and optimized campaign planning.


**Benefits for brands:**


* Increase campaign effectiveness.  
* Strengthen campaign differentiation.  
* Optimize campaign planning & execution.  
* Unlock new campaign ideas & angles.


#### **3.1.4. Online Survey**


Online Survey **collects customer opinions through online surveys**, enabling brands to gain a more holistic view of real-life users and social users by comparing social conversations with responses captured directly through surveys.


**Benefits for brands:**


* Brand Lift Measurement (Post-campaign).  
* Campaign Evaluation.  
* Enhance Social Listening U\&A research.  
* Media Habit Understanding.  
* Target Audience Exploration.  
* Trend Tracking.


#### **3.1.5. Growth Intelligence Report**


Growth Intelligence Report provides **in-depth market analysis and business performance insights** to help brands develop competitive strategies in the digital commerce space.


**Benefits for brands:**


* Gain a competitive edge by leveraging actionable industry intelligence.  
* Classify categories and products by age group, popularity, features, and price to deliver in-depth insights into the market and competition.  
* Identify brands and product lines driving market growth or contributing to declines.


### **3.2. Execution Intelligence for Content Effectiveness**


**Maximize content effectiveness with scalable, data-driven execution.**


#### **3.2.1. Content Intelligence Dashboard**


Content Intelligence Dashboard helps brands make better content decisions by providing a **structured view of consumer conversations**, enabling clearer prioritization and a more effective content strategy.


**Benefits for brands:**


* Make data-driven content decisions instead of assumptions.  
* Identify relevant content directions & angles.  
* Stay aligned with real consumer interests in real time.  
* Improve content relevance and effectiveness.


### **3.3. Strategic Tracking for Optimizing the Execution**


**Track brand, campaign, and competitive signals.**


#### **3.3.1. Brand & Competitor Intelligence Report**


Brand & Competitor Intelligence Report monitors **brand performance, consumer feedback, and competitor movements** to optimize communication effectiveness and social reputation.


**Benefits for brands:**


* Refine messaging and channels.  
* Track and improve brand reputation over time.  
* Monitor competitor moves and market shifts.  
* Turn insights into a clear, actionable direction.


#### **3.3.2. Brand & Competitor Intelligence Dashboard**


Brand & Competitor Intelligence Dashboard is an online dashboard to **track brand performance** and **monitor competitor activities** on social media.


**Benefits for brands:**


* **Customized Dashboard:** Fully customized setup to track specific brand needs.  
* **One-click Reporting:** Automated reports exported to PowerPoint or Excel with a single click.  
* **Comprehensive Metrics:** A versatile library of 98 chart types covering 50+ communication and brand performance metrics.  
* **Multi-platform Tracking:** Continuous monitoring across 14 platforms, featuring AI & Machine Learning-driven sentiment analysis.


#### **3.3.3. Daily Highlights Newsletter**


Daily Highlights Newsletter is a digital intelligence digest that **tracks and interprets online news and social conversations**, delivering key signals, context, and potential impact to help managers make faster, better-informed decisions.


**Benefits for brands:**


* **Operational Efficiency:** Ready-to-read summaries help teams quickly grasp key market movements without manual tracking.  
* **360° Industry News:** Continuous monitoring of competitors, regulatory shifts, policy changes, online news, and social media.  
* **Intelligent Risk Detection:** Quickly identify sentiment and surface potential risks that require timely attention.  
* **Structured for Action:** Delivered in a clear, executive-friendly format for quick reading and decision-making.


#### **3.3.4. Campaign Intelligence Dashboard & Report**


Campaign Intelligence Dashboard & Report enables brands to **track and optimize campaign performance and social impact** across all campaign stages \- pre, during, and post campaign.


**Benefits for brands:**


* **Smarter Planning:** Define accurate messaging and realistic KPIs.  
* **Better Optimization:** Adjust channels and tactics based on real performance.  
* **Continuous Learning:** Identify clear success drivers and areas for improvement.


#### **3.3.5. Crisis Intelligence**


Crisis Intelligence helps brands receive **alerts via Mobile App and Email** for negative mentions and potential risks, enabling early detection and mitigation of communication crises.


**Benefits for brands:**


* Visual & Video Negative Alert Detection.  
* Dedicated Specialist Team.  
* Leading Data Coverage.  
* Alert channels via Email and SocialHeat Mobile App.


---


## **4\. Platforms Overview**


YouNet Media's solution ecosystem is powered by YouNet Group's infrastructure and platforms, including:


* SocialHeat  
* SocialTrend  
* SocialLift  
* EcomHeat


### **4.1. SocialHeat**


**Vietnam’s Leading Social Listening Platform**  
SocialHeat combines comprehensive data coverage, AI technology, and human expertise to help brands transform social data into high-value insights.


**Key strengths:**


* **Largest Data Coverage:** The system continuously and comprehensively collects data from 14 platforms, including Facebook, TikTok, YouTube, LinkedIn, Threads, X, Instagram, online news, forums, blogs, review sites, e-commerce, Blockdit, and Pantip, enabling brands to monitor conversations, trends, and market movements.  
* **AI-powered Full-data Processing with Expert Validation:** AI technology automatically analyzes and labels 100% of the data without sampling. The results are then quality-controlled by expert teams to ensure accuracy and real-world relevance.  
* **Up to Three Years of Historical Data:** Data can be stored and retrieved for up to three years, supporting in-depth analysis, insight generation, and comparison with past periods.  
* **Customizable Attributes:** Brands can define the attributes they want to monitor, ensuring that analysis is closely aligned with their specific brand reality and business objectives.  
* **Customized Dashboard:** The system provides 98 chart types and more than 50 metrics, allowing data to be visualized across the dimensions most relevant to each brand.  
* **One-click Reporting:** Automated reporting enables data export in PowerPoint or Excel format, making it easier to consolidate and share results.


**SocialHeat supports brands across key use cases:**


* **Brand Health Audit:** Identify competitive advantages and optimize communication activities.  
* **Industry Movement:** Quickly capture changes in consumer needs to support product and service improvement.  
* **Consumer Insights:** Improve communication effectiveness and identify new business opportunities.  
* **Campaign Tracking:** Benchmark against competitors, optimize execution performance, and proactively manage risks and opportunities.


### **4.2. SocialTrend**


**The First Social Media Trend Platform in Vietnam**  
SocialTrend helps brands and creators catch the hottest trends and turn trend signals into more relevant content and campaign decisions.


**Key strengths:**


* **24/7 Trend Detection on Multi-platform:** Threads, TikTok, Facebook, YouTube, and online news.  
* **Coverage of up to five topic groups:** Social News, Music, Movies, Social Slang, and Travel.  
* AI & Machine Learning applied on Big Data Technology.  
* Deep-dive Trend Analysis.


**SocialTrend supports content creation by helping users:**


1. **Understand audiences:** What are people discussing, and what are they interested in on social media?  
2. **Increase the potential to go viral:** Identify high-interest topics that can be incorporated into content and increase the likelihood of being recommended by platforms.  
3. **Stay close to the social conversation:** Easily capture emerging trends and hot topics across social media.  
4. **Generate new ideas:** Discover unmet needs and develop products or services aligned with emerging trends.  
5. **Optimize timing:** Act on the right trend at the right time, or adapt messaging to the current context.  
6. **Monitor the category and competitors:** Capture the full landscape of hot category topics and track how competitors participate in trends.


---


## **5\. Methodology and Measurement Frameworks**


YouNet Media deploys a system of **Measurement Frameworks** developed by YouNet Group, enabling businesses to connect signals from communication activities, brand strength, and commercial outcomes within a unified measurement structure.


Rather than tracking isolated metrics, these measurement frameworks help businesses determine what is happening, understand the reasons behind the results, and identify the priorities that require action to improve performance.


### **5.1. Measure Spine**


**Measure Spine** is a **Measurement & Validation Infrastructure** that connects **Campaign Reality, Brand Reality, and Commerce Reality** into a unified system for validation, learning, and decision support.


Measure Spine connects three measurement layers:


* **Campaign Reality** is measured through the Creative Performance Framework.  
* **Brand Reality** is reflected through the Social Brand Health Index.  
* **Commerce Reality** is validated through E-commerce Intelligence.


By connecting these data layers, Measure Spine helps businesses assess whether communication activities are creating the intended perceptions, whether those perceptions are strengthening the brand, and whether brand strength is being translated into market outcomes.


### **5.2. Creative Performance Framework**


The **Creative Performance Framework (CPF)** is a framework for measuring the impact of creative content in social media marketing.


CPF is not merely a collection of individual performance metrics. It defines the types of outcomes that creative content needs to generate across three layers:


* **Coverage:** Does the creative generate sufficient presence across the social media landscape?  
* **Matched:** Does the creative connect with the right audience, needs, and context?  
* **Qualified:** Does the creative generate credible signals and genuine trust?


These three layers reflect the process through which creative content generates **Attention**, builds **Relevance**, and strengthens **Trust**.


The Creative Performance Framework helps businesses move beyond evaluating creative content solely through reach or engagement. It enables brands to determine whether their content is merely attracting attention or is genuinely building the relevance and trust needed among consumers.


### **5.3. Social Brand Health Index**


The **Social Brand Health Index (SBHI)** is a framework for measuring **Brand Power** through conversations generated by **Qualified Users** on social media. It comprises five components: **Recalled, Matched, Outstanding, Net Sentiment, and Resonant**.


Each component reflects a different dimension of brand strength:


* **Recalled:** Is the brand thought of when a need arises?  
* **Matched:** Is the brand associated with the right consumer needs?  
* **Outstanding:** Is the brand distinctive enough to be prioritized in consumer choice?  
* **Net Sentiment:** Do consumers feel positively or negatively about the brand?  
* **Resonant:** Do consumers continue to mention and amplify the brand?


Through these five components, the Social Brand Health Index helps businesses answer four strategic questions: Is the brand thought of, chosen, trusted, and able to build lasting affinity?


The Social Brand Health Index does not directly measure revenue, but it reflects brand strength that is associated with competitiveness and **Market Share**.


### **5.4. E-commerce Intelligence**


**E-commerce Intelligence (ECI)** is a **Retail Audit & Commerce Intelligence System** that measures the retail market and provides in-depth e-commerce analysis, creating a validation layer for what is actually happening in the market.


How E-commerce Intelligence works:


* Collects market-wide data across e-commerce platforms.  
* Structures, standardizes, and analyzes the data by category, brand, and product unit.  
* Uses technology to process the data, while expert teams conduct validation, creating a **Single Source of Truth** for analysis, consulting, and decision-making.


This measurement framework helps businesses:


* Track **Market Share** and brand or product performance.  
* Identify sources of growth, growth drivers, and market **whitespace**.  
* Evaluate e-commerce execution across pricing, promotions, conversion, and distribution.


E-commerce Intelligence helps businesses move beyond observing sales outcomes to understand the factors driving growth or constraining market performance.


### **5.5. Benchmarking**


**Benchmarking** is a standard capability that helps businesses evaluate brand performance relative to competitors, the category, and relevant measurement frameworks.


Within YouNet Media's consulting process, Benchmarking is conducted after signals have been collected, continuously monitored, and measured. The resulting benchmarks then serve as a basis for analyzing performance drivers and supporting business decisions.


This enables businesses not only to determine their market position, but also to understand the gap against competitors, the factors creating differentiation, and the areas that should be prioritized for improvement.


### **5.6. Decision Playbook**


The **Decision Playbook** is a standardized set of scenarios and corresponding decision logic, enabling organizations to avoid rebuilding their decision-making approach from the beginning each time a situation arises.


The Decision Playbook is developed from the outputs of the measurement system and diagnostic capabilities. When a signal or relationship between metrics is detected, businesses can compare it with the corresponding scenarios to identify what needs to be investigated and which course of action is most appropriate.


For example, when **Brand Power** increases but **Market Share** does not improve, the business may prioritize investigating commercial bottlenecks rather than continuing to adjust communications.


The Decision Playbook transforms data and measurement outcomes into decision-oriented questions, optimization opportunities, and prioritized actions. This enables businesses to make more consistent decisions, shorten the analytical process, and accumulate learning for subsequent cycles.


---


## **6\. Business Challenges YouNet Media Has Helped Address**


The following cases illustrate how YouNet Media applies intelligence across different business needs, from continuous monitoring and the rapid identification of noteworthy signals to operational optimization and the development of more relevant marketing directions.


### **6.1. Brand & Competitor Intelligence: Building a Brand Monitoring System to Support Post-Crisis Recovery**


**Context**  
A brand faced a severe crisis following a proactive product recall. In this context, conventional monitoring methods were not sufficient to distinguish between the recovery of consumer trust and the continued presence of concern.  
The brand needed a tailored monitoring system to observe shifts in brand-switching intent, conversation dynamics, and signals of trust recovery.


**How the Challenge Was Addressed**  
Brand & Competitor Intelligence was deployed through a six-month recovery tracking framework focused on shifts in conversation narratives and the process of rebuilding trust.  
The system monitored **Switching Intent Rate**, organic behavioral recovery, positive associations, and brand trust indicators. A feedback loop was also maintained to observe how consumer sentiment changed after each brand communication activity.


**Key Benefits**  
Tracking recovery signals over time enabled the brand to quickly identify changes in consumer response and adjust its communication approach based on objective data.  
The analysis helped the brand refine messaging for each stage and focus on addressing the factors most likely to drive brand-switching behavior. As a result, communication was optimized not only to shift perceptions, but also to support the recovery and protection of the existing customer base.


### **6.2. Daily Highlights: Monitoring News in the Packaged Food Industry**


**Context**  
The packaged food industry in H2 2025–H1 2026 was highly sensitive, with developments ranging from changes in food safety regulations to consumer responses surrounding serious incidents under investigation by authorities.  
At the same time, communication teams often had to process a large volume of information, spending significant time filtering news while still struggling to determine its relevance and potential business impact.


**How the Challenge Was Addressed**  
The Daily Highlights Newsletter transformed raw news and conversations into an AI-Newsletter through a classification process designed around the specific characteristics of the industry.  
The system supported monitoring of competitors, regulatory changes, policy updates, online news, and social conversations. Content was filtered, interpreted, and organized into a clear format, with every summary subsequently validated by YouNet Media's expert team before being delivered to the client.


**Key Benefits**  
Instead of manually monitoring and filtering individual information sources, the team could quickly capture important market movements, conversation sentiment, and risks requiring timely attention.  
The information was presented in a management-ready format, reducing manual processing time and helping decision-makers act faster with stronger context and a clearer basis for evaluation.


### **6.3. Campaign Landscape: Decoding Tet Campaigns in the Beer Category**


**Context**  
Tet is the peak competitive period for the beer category. A beer brand had executed multiple campaigns but needed to evaluate performance, benchmark against competitors, and identify a more effective execution formula for future seasons.


**How the Challenge Was Addressed**  
Campaign Landscape evaluated performance across multiple channels, benchmarked the activities of competing brands, and analyzed consumer response during the peak period.  
The analysis focused on clarifying channel performance, the factors driving engagement, and conversation sentiment. This enabled the brand to identify the role of campaign launch timing, UGC activities, local communities, KOLs, and TikTok creators in generating communication effectiveness.


**Key Benefits**  
The analysis showed that an early launch combined with UGC activities created an advantage in visibility. It also found that local communities generated stronger organic brand recall than an approach dependent solely on A-list KOLs.  
Based on these findings, the brand had a stronger basis for reallocating budget from high-cost KOLs to communities with greater impact and to TikTok creators. The analysis was also translated into data-driven execution directions for future festive seasons.


### **6.4. Content Intelligence: Turning Consumer Interests into Actionable Content Directions**


**Context**  
An FMCG brand wanted to reach the **Active Youngsters** segment through their strong interest in Sports. However, “Sports” is an extremely broad territory, and the brand needed to determine which sports to prioritize, which angles to explore, and which channels to activate.


**How the Challenge Was Addressed**  
Content Intelligence systematized the full landscape of conversations around Sports, including prominent topics, high-interest content clusters, and the relevance of each potential direction.  
The analysis also decoded how consumers talked, including subtopics, community-specific slang, and characteristic emotional cues, while tracking where these conversations took place to determine the role of each platform.


**Key Benefits**  
The brand gained a clear map of interest clusters, priority topics, and the platforms most effective for generating relevant engagement around each content area.  
The analysis was translated into weekly messaging pillars, enabling the brand to use language that felt closer to the audience while optimizing activity and channel selection to improve content relevance and effectiveness.


### **6.5. Category Intelligence: Unlocking Growth Opportunities around the Need to Help Children Catch Up on Growth in the Formula Milk Category**


**Context**  
The formula milk category is highly competitive, with parents expressing a wide range of growth-related needs. Alongside established growth propositions, an emerging need to help children catch up on development had begun to appear but had not yet been clearly defined in the market.


**How the Challenge Was Addressed**  
Category Intelligence decoded mothers' perceptions and emotional motivations surrounding concerns about children's growth.  
The analysis also benchmarked the roles of competing brands to identify positioning whitespace, clarify the gap between growth standards and parents' real concerns, and assess the fragmentation in how competitors were addressing this need state.


**Key Benefits**  
The analysis helped the brand identify a need space that had not yet been clearly defined, build a map of consumer perceptions, and uncover competitive whitespace that could be activated.  
This gave the brand a basis for developing a **“Growth”** positioning, focusing its messaging on specific periods when children experience slower growth and shaping an approach to a new growth segment.


### **6.6. Consumer Intelligence: Unlocking the “Stay Alert & Recharge” Need for an Instant Coffee Relaunch Strategy**


**Context**  
Office workers were increasingly seeking solutions that could help them feel alert quickly and mentally recharge during the day. Before relaunching an instant coffee line, the brand needed to understand how consumers perceived and used products associated with alertness.  
One of the key tensions was the need for rapid alertness while concerns remained about restlessness, insomnia, and other unwanted effects of coffee.


**How the Challenge Was Addressed**  
Consumer Intelligence analyzed the tension between the need for immediate alertness and the need for balanced mental recovery.  
The analysis explored usage contexts throughout office workers' daily routines, while clarifying the functional motivations, emotional needs, and barriers influencing the choice of instant coffee.  
This enabled the brand to identify the need for a **“Chill Moment”**, develop consumer personas based on energy needs, and determine key barriers such as insomnia and restlessness.


**Key Benefits**  
The analysis helped the brand shift its messaging focus from alertness alone to **“Balanced Energy & Mental Recharge.”**  
It also provided a basis for identifying additional usage occasions and refining the product positioning to balance functional benefits with emotional value. These findings directly supported communication, usage occasion, and positioning decisions throughout the product relaunch.


---


## **7\. Where Should Brands Start?**


Depending on the priority business challenge, a brand may begin by assessing its current position, establishing ongoing monitoring, expanding into in-depth analysis, validating findings against commercial outcomes, and gradually building a recurring decision-making process. Each step addresses a specific need while creating a foundation for the business to progress to the next stage when required.


### **7.1. Assess the Current Position (Diagnostic)**


YouNet Media helps businesses assess the current state of their brand, category, or communications risks through a Brand Audit, Category Audit, or Crisis Review.


The outcome clarifies the brand's position, the competitive context, and the signals that should be prioritized. This gives the business a stronger basis for defining the problem to address and selecting an appropriate direction for implementation.


**Best when:** The business needs to understand where it currently stands and what to prioritize before investing in a long-term monitoring or analytical system.


### **7.2. Establish Ongoing Monitoring (Always-on Visibility)**


An Intelligence Dashboard combined with Content Intelligence helps businesses monitor changes across the market, brand, campaigns, and category, while identifying unusual movements or communications risks that require attention.


Rather than viewing the market through isolated reports, businesses can maintain a regularly updated picture of what is happening and the changes that may affect marketing operations.


**Best when:** The business wants to stay close to the market, brand, and competitors while identifying noteworthy signals in a timely manner.


### **7.3. Expand into In-depth Analysis (Intelligence Report)**


Once monitoring data is available, YouNet Media extends the analysis across Brand, Campaign, Consumer, Category, Crisis, and Social-to-Commerce Intelligence, combining benchmarking with analysis of the factors driving performance.


At this stage, businesses move beyond knowing what is happening to understanding the meaning of the signals, the reasons behind the outcomes, and the issues that should be prioritized for action.


**Best when:** The business wants to move from market observation to a clearer understanding of the problem and the most relevant course of action.


### **7.4. Validate Against Commercial Outcomes (Commerce Validation)**


Social Media signals and analytical findings are compared with data on market share, growth, and E-commerce execution performance through E-commerce Intelligence.


Connecting these two data layers helps businesses assess whether positive movements in communications and brand strength are genuinely reflected in market outcomes. This gives teams a stronger basis for determining which activities should be continued, adjusted, or scaled.


**Best when:** The business wants to validate marketing effectiveness against commercial outcomes and identify the factors that genuinely contribute to growth.


### **7.5. Establish a Recurring Review and Decision-Making Process (Decision Rhythm)**


Social Media data, analytical outputs, measurement systems, and Commerce data are connected within a shared process, supported by monthly or quarterly reviews.


Each review cycle helps the business evaluate results, identify required adjustments, and capture learning for the next stage. The outcomes of previous decisions become inputs for subsequent ones, enabling marketing to be managed more consistently instead of depending on isolated reports or campaigns.


**Best when:** The business wants to build a marketing process capable of tracking, measuring, adjusting, and accumulating learning over time.


---


## **8\. Service Pricing**


YouNet Media does not apply a single fixed price across all businesses. Pricing is determined based on the objectives, data scope, and level of implementation required for each service, ranging from always-on monitoring platforms to in-depth analytical reports and industry-specific solutions.


### **8.1. Key Factors Affecting Service Pricing**


#### **8.1.1. Data Processing Frequency**


Data processing frequency is determined by how often the business needs information to be updated. Depending on the implementation objective, data may be processed monthly, weekly, or daily. Monthly updates are appropriate for periodic monitoring and measurement; weekly updates help businesses keep pace with brand, competitor, and campaign activity; while daily updates support close monitoring of conversation developments, negative news, and potential communications risks.


#### **8.1.2. Data Volume**


Data volume depends on the total amount of data that needs to be collected and processed within the implementation scope, including entities such as brands, competitors, products, campaigns, or categories. The larger the data volume or the greater the number of entities to be monitored, the higher the corresponding requirements for data collection, processing, and management configuration.


#### **8.1.3. Depth of Data Processing**


The depth of data processing is determined by the level of analysis required by the business. The scope may begin with monitoring overall metrics and developments, then extend to attribute analysis, conversation sentiment, consumer perceptions of the brand, and responses to activities, campaigns, or products. For more specialized objectives, YouNet Media can design an analytical approach tailored to the specific business challenge.


### **8.2. Consultation and Quotation Process**


The consultation process begins with the collection of initial information about the business objective, the entities to be monitored, and the implementation context. Based on this information, YouNet Media's consulting team works with the business to clarify its needs and determine the appropriate data scope, update frequency, and level of analysis.


Once the requirements have been aligned, YouNet Media designs the solution and prepares the corresponding quotation. The proposed approach is then discussed and refined with the business before the final implementation configuration is confirmed.


### **8.3. Information Brands Should Prepare for Consultation**


To make the consultation process more effective, businesses should provide the intended use case; the brands, products, campaigns, or categories to be monitored; the key platforms or data sources; the preferred update frequency; and any specific analytical requirements. This information helps YouNet Media understand the current context, define the implementation scope, and recommend a more relevant solution.


**Contact the YouNet Media team to discuss your needs, select the right solution, and receive a quotation aligned with the implementation scope.**