imarkscore: a new Canadian index measuring the perception of a brand’s interactive presence in the market

A couple of weeks ago, I had the opportunity to attend the 5th edition of webcom, where theHEC e-commerce research group officially launched imarkscore index; measuring the quality of the digital initiatives of enterprises.

The imarkscore index allows you to analyze the performance, on a scale of a possible 100, taking into consideration the enterprise’s website, social media activities, search engine rankings, as well as the mobile site and applications. This scoring will allow enterprises to compare themselves against their competitors, an excellent opportunity to more strategically position themselves in their market.


Methodology and results

The study was supervised by Sylvain Senecal and Sol Tanguay, and it was based on the opinions of 5,950 Canadian (the majority from Quebec) internet users, that critiqued the digital initiatives of 85 enterprises, coming from 15 different industries, such as Furniture, Car Insurance, Retail, Electronics, Real Estate, and Financial. The 85 enterprises that were chosen had to be part of the top 500 companies from “La Presse Affaires” (a French news publication), they also had to have a B2C business structure, and they needed to be active online.

In the end, the results showed that the top 5 enterprises were Radio-Canada (81.8), Ikea (78.6), Rogers Communication (78.4), Future Shop (77.9), and Home Depot (76.4).

And as for mobile…

Of the 85 enterprises that were critiqued, almost half did not have a mobile presence at all, with the Retail industry making no exception. The enterprises that did have a mobile presence included Radio-Canada, BMO, Sutton, and CIBC, just to name a few. It is important to note that the analysis did not include mobile display advertising. All in all, I would have expected that the majority of the enterprises analyzed would have had a stronger mobile presence because of all of the possibilities that it offers. If we take an enterprise like Starbucks for example, they allow clients to access their products through a number of different ways including being able to create your ideal coffee, locate the closest shop to you, and to pay at the cash, all with the use of their mobile application.

Why is this important?

The only index that is adapted to the Canadian market, specifically in Quebec, imarkscoreoffers a lot of potential to local and national enterprises across Canada. Of course there exists indexes of this nature, the Klout and the PeerIndex, however, imarkscore is the only one that is based on the opinions of Canadians.

The true success of this index will depend on its efficiency in helping enterprises to better position themselves. It would be interesting to see what a scoring actually means, and to find out what the suggestions are in order to improve the digital initiatives. This index will be based on an annual collection of results, and it will be interesting to see the difference between this year and next, and whether the mobile presence of enterprises will actually double or not. To be continued…

Click here to see the complete ranking of the 85 enterprises that were evaluated.