What is the SPOCA-Value?
The SPOCA Market Value is a business performance indicator consisting of various components such as media data, market prices and the purchasing power of target groups. The result is a performance value that accesses all information available on the market, according to the fair value principle and thus determines an objective market value of the personal brand of an athlete. In determining the value, a distinction is made between an Operating Value – the value an athlete generates through his activity for a club or in competition – and the Social Value – a value that describes the market penetration of a personal brand.
What is the information available on the market?
Relevant market information is all available data that provides information on the value of a personal brand at a given time. These include press articles, social media data, performance data of players, business figures of clubs, prices of merchandising articles or macroeconomic indicators, such as the purchasing power of certain regions and countries.
Which press data is analyzed by SPOCA?
The GDELT-Database analyses digital news articles published every 15 minutes worldwide in almost 67 languages. These are articles from news portals such as the New York Times, Reuters or Spiegel Online. In addition, we use a media monitor developed by almagenic to monitor specialist blogs such as kicker.de, 11freunde.de oder goal.com.
ACCORDING TO WHICH CRITERIA is THE MEDIA DATA SELECTED AND EVALUATED?
Based on the athletes’ names, the SPOCA athletes are identified in the news articles via an entity detection. Every article in which a SPOCA athlete is named is then subjected to a sentiment analysis (Sentiment Detection) and the reputation of the athlete is measured in this way. The average value (per hour) of the media reputation is stored in the system and contributes to determining the value of the social value.
What is the role of social media in SPOCA?
Social media plays an enormous role in determining the social value of an athlete. Firstly, the acceptance of an athlete’s brand can be determined very accurately. This is done, for example, by measuring key metrics of the follower count, the like count of posts or by tracking the talking about rates. Furthermore, social media trends on specific topics can be determined, e.g. via the hashtags on Twitter.