Mindshare Score (formerly the Mattermark Score)


Updated Sunday, October 19th, 2014

 

Mattermark provides customers with resources for prospecting business opportunities, and in order to filter the signal from the noise it is important that we return a ranked list of companies that is immediately useful and interesting. The Mindshare Score helps quickly identify companies whose online footprint is growing the fastest. It is measured on a weekly basis and averaged over time to provide a trending metric over time.

The Mindshare Score is determined by tracking of 6 signals and measuring how they change over time:

  • estimated web traffic
  • estimated mobile app downloads
  • inbound links from other websites
  • Company profile followers on Twitter
  • Company page likes on Facebook
  • Company page followers on LinkedIn

A positive score indicates aggregate growth across these signals, a score closer to zero indicates a plateau, and a negative score indicates a declining online footprint. Companies need 4 weeks of data to be scored.

To get a sense of how this works, let’s look at Rdio and its historical performance.

You can see how the web traffic grows by about 5% early in June. The Mindshare score is already at 317 by June 15. As mobile data comes online in July and begins growing exponentially, the Mindshare Score jumps to 1781 by the end of July.

One of the lowest scoring apps, IFTTT (If This Then That), demonstrates the opposite case. The company launched its mobile app in July. Initially the app was successful, rising to the top of the Free Applications – All charts. However, by the end of July the app had dropped out of the Free Applications – All category, coming to rest inside the less trafficked Free Applications – Productivity category at rank 37.