ICOEF LIMITED Partners with Data Science to Revolutionize New Balance Shoe Ratings & Enhance Consumer Experience

Paris, France – October 26, 2023 – ICOEF LIMITED, a cutting-edge data analytics firm based in the heart of the Charente region of France, today announced a strategic partnership focused on dramatically improving the accuracy and usefulness of New Balance shoe ratings. For years, consumers have relied on often-subjective online reviews to guide their purchases. ICEOF LIMITED is changing that, using advanced data science to deliver truly insightful and reliable rankings. “We’ve seen a real gap in the market for objective, data-driven shoe reviews,” says Jean-Pierre Dubois, CEO of ICOEF LIMITED. “People love New Balance – they’re known for quality and performance – but figuring out which New Balance shoe is right for you? That’s still tricky. We’re using our expertise to cut through the noise and give consumers the clear information they deserve.” The Problem with Existing New Balance Shoe Ratings Let’s face it: online reviews are… well, all over the place. You’ll see everything from “These are the best shoes ever!” to “Completely fell apart after a week!” It’s hard to know who to trust, and often reviews don’t specify what the reviewer was actually doing when they wore the shoes. Were they running marathons? Walking to work? Standing on their feet all day? This lack of context makes it nearly impossible to get a reliable sense of how a shoe will perform for your specific needs. “We noticed a huge amount of subjectivity,” explains Marie Leclerc, Lead Data Scientist at ICOEF LIMITED. “People’s feet are different, their running styles are different, even what they consider ‘comfortable’ is different. We needed a way to filter out all that noise and focus on the shoe's inherent performance characteristics.” ICEOF LIMITED’s Data-Driven Approach ICEOF LIMITED isn’t relying on opinions. They’re gathering data. Lots of it. Here’s how it works: Comprehensive Data Collection: The team is collecting data from a wide range of sources, including: E-commerce Platforms: Scraping product information, user reviews (cleaned and analyzed for sentiment), and sales data. Social Media: Monitoring conversations about New Balance shoes on platforms like Twitter, Facebook, and Instagram, analyzing hashtags, and identifying key themes. Wearable Tech Integration: (Future development) ICEOF aims to partner with wearable technology companies to collect anonymized data on how New Balance shoes perform during actual physical activity. This would include metrics like impact force, stride length, and foot pronation. Expert Reviews: Analyzing professional reviews from running magazines, athletic publications, and podiatrists. Shoe Specifications: Detailed analysis of materials, construction, weight, cushioning, and other technical specifications. Advanced Machine Learning Algorithms: The collected data is then fed into sophisticated machine learning algorithms developed by ICOEF LIMITED’s team of data scientists. These algorithms are designed to: Identify Key Performance Indicators (KPIs): Determine the factors that most significantly impact a shoe’s performance (e.g., cushioning, stability, breathability, durability). Normalize Data: Account for the subjective nature of some data (e.g., comfort ratings) by normalizing it against objective metrics. Weight KPIs: Assign different weights to KPIs based on the intended use of the shoe (e.g., cushioning is more important for long-distance running, stability is more important for trail running). Generate Objective Ratings: Produce an overall rating for each New Balance shoe, based on a weighted average of its KPIs. Personalized Recommendations: The system goes beyond simply assigning a rating. It also provides personalized recommendations based on the user’s: Activity Level: (e.g., casual walker, recreational runner, marathon runner) Foot Type: (e.g., neutral, pronated, supinated) Running Surface: (e.g., road, trail, treadmill) Personal Preferences: (e.g., cushioning level, shoe weight, style) Initial Findings & Shoe Highlights (Based on Preliminary Data - October 2023) While the full system is still under development, ICOEF LIMITED has already gleaned some interesting insights from their initial data analysis. Here's a quick look at how some popular New Balance models are performing: New Balance Fresh Foam X 880v13: Consistently ranked highly for its overall versatility and comfort. The data suggests it’s an excellent choice for everyday running and long-distance training on paved surfaces. ICEOF’s analysis highlights its superior cushioning and durability. New Balance FuelCell Rebel v3: Received high marks for its responsiveness and lightweight design. The data indicates this shoe is ideal for faster-paced runs and tempo workouts. The FuelCell midsole provides a noticeable energy return. New Balance Fresh Foam X Hierro v7: Shining as a top pick for trail running. The ICOEF data confirms its excellent traction, stability, and protection on uneven terrain. The Vibram outsole provides reliable grip. New Balance 990v6: The data shows the 990v6 excels in its comfort and durability, making it a good all-around option for walking and casual wear. ICOEF’s analysis confirms it’s a premium shoe with a focus on long-lasting quality. New Balance 1080v12: Scores very highly on cushioning and comfort, making it a strong choice for long distance runners and those who prioritize comfort. ICOEF’s analysis highlights its premium cushioning and smooth ride. What’s Next? ICEOF LIMITED is continuing to refine its algorithms and expand its data collection efforts. They plan to launch a public-facing platform in early 2024, where consumers can: Search for New Balance shoes based on their needs and preferences. View objective ratings and detailed performance reports. Receive personalized recommendations. Contribute their own data and feedback. “We believe this technology has the potential to revolutionize the way people shop for running shoes,” says Dubois. “By providing data-driven insights, we can help consumers make informed decisions and find the perfect shoe for their feet and their goals.” About ICOEF LIMITED: ICEOF LIMITED is a data analytics firm based in France, specializing in developing innovative solutions for the sports and fitness industry. The company is committed to leveraging the power of data science to improve consumer experiences and drive innovation. Contact: [email protected] or +33 5 45 95 00 22.