Makana 360 & Tod partner to analyse consumer behaviour at the FIFA World Cup

Makana 360, a data-driven communications consulting firm, has signed a partnership agreement with TOD, beIN Media Group’s leading OTT platform for a comprehensive consumer behaviour analysis during the FIFA World Cup Qatar 2022 streamed exclusively on TOD for the MENA region.

Abdurrahman Al-Husami, CEO at Makana 360 said “We are proud to collaborate with TOD to help it stay ahead in a competitive market and rapidly changing digital landscape. Analysing consumer behaviour using social listening and AI-enabled technologies has become a crucial and integral part in helping brands understand consumers’ conversations about their products and services, and to meet their needs and demands.”

To better understand TOD’s online performance and visibility, Makana 360 will conduct extensive brand listening and monitoring operations using Buraq, an AI-enabled platform. Makana 360 will gather and analyse millions of public online interactions across social media, news websites, blogs, forums, and offline media in 187 languages, including Arabic, using its cutting-edge and distinctive interface. At every stage of the competition, its AI-enabled analysis will capture the sentiment of the fans toward their teams in real-time and forecast game outcomes.

John-Paul McKerlie, VP for Marketing and Sales at TOD said “TOD is all about extending an immersive streaming experience for our viewers. Our partnership with Makana 360 is a step further in this direction, wherein we will be leveraging their innovative and unique scoring tool that analyses millions of public online conversations to predict football matches results. These will be shared with viewers on a real-time basis to ensure that they do not miss out the sentiments of millions of FIFA World Cup fans across the globe. We will further use the consumer analysis provided by Makana 360 to enhance the platform and our offerings for future consumption.”