A desk, not a platform.
Most of what is said about a luxury house online is no longer said by the house. It is said by creators, on three networks, every day of the month. Someone has to read all of it and say what changed.
That is the work of the desk. We count every public post that names a house or its rivals, value each one by a single published method, and write down what the numbers show.
The result goes to the people who decide: a brief of eleven pages, with one finding on each. There is nothing to log in to and nothing to configure.
- 92,129
- creator posts read
- 31,567
- creators
- 8
- houses, over 12 months
The first brief: one category in two markets, October 2025 to September 2026.
Eleven folios, one finding on each.
Every page states what happened and gives the number, in its title. A house is always set against its closest rival and the leader of its category, never shown alone.
What a brief holds
- ICover The category, the houses and four totals.
- IISummary The headline finding and four things the year shows.
- IIILeaderboard Every house ranked by creator value.
- IVThe race Each month's share, house by house.
- VMarkets Where each house is strong, country by country.
- VIPlaybooks How three houses earn their value, side by side.
- VIIMomentum Creators each quarter, and how many are new.
- VIIICreators The six behind each house's value.
- IXPosts The five most valuable posts, each linked.
- XWhat to watch Four numbers to follow month by month.
- XIMethod How it was counted, and every check.
- Cadence
- Monthly
- Scope
- One house and up to fifteen rivals
- Detail
- By market and by creator
- Currency
- Yours, at the day's reference rate
How we know.
A number is only as good as the way it was counted. The last page of every brief says how. This is the short version.
- 01
Public posts only
Posts published publicly on Instagram, TikTok and YouTube that name or tag a house. Nothing private is read.
- 02
Creators, not the house
A house's own accounts are taken out, with its regional, staff and parent-group accounts. Every number is creator activity.
- 03
One value, stated
Earned media value: $25 per 1,000 views on TikTok and YouTube, $0.09 a like, $4.19 a comment, $1.10 a share. The same for every house, and shown in your currency. It is a modelled estimate, not sales.
- 04
Ads marked
A post with a paid label, or an ad disclosure in its caption, is marked. The brief shows where each house stands with those posts and without them.
- 05
False matches removed
A video that names a house only in a pasted link is not about the house. The largest accounts are checked by hand, and the brief says what was taken out.
- 06
Counted twice
Every total is recounted independently from the original files before a brief leaves the desk.
The brief observes. It recommends no budgets and estimates no sales.
Why Machiavelli.
From 1498 to 1512 Niccolò Machiavelli was secretary to the Second Chancery of Florence. He was sent to courts and camps to watch, and he wrote dispatches that told the republic's leaders what was happening and what it meant.
The desk is named for that work: observation, written plainly, for the people who decide. Analitica is the Italian for analytical.