At the IPA’s 2020 Effworks conference, Les Binet presented his analysis on the potential for Google search to predict market share (link here). In his presentation, Binet talks about the “clear effect that advertising has on share of search” and he goes on to explain how share of search is a “nice, clear way of…
The paper recently published by the PRCA’s Innovation Forum, ‘Beyond Share of Search’, will not be taken seriously by the advertising industry it attempts to challenge because it is flawed says PR big data specialist, Metricomm. The main flaw concerns share of search itself. The PRCA paper claims “this is the number of times your…
Metricomm, which uses big data to understand the effectiveness of PR and its impact on business outcomes, has uncovered how media coverage can deliver long-term benefits beyond the direct impact of news announcements. The long-term effect, which Metricomm calls “PR utility”, adds further value to the benefit of PR, which Metricomm believes has been considerably…
In a previous post we explained how it is now possible to understand the impact online media coverage, which has become the main source of news for the UK population, has on consumer reaction and behaviour. This ranges from driving Google searches to website visits and purchasing. Here we take a step further forward to…
Forget everything you might have heard or read about there being no magic bullet for media evaluation. In reality measuring PR – as with everything else in marketing and communication – is simply down to understanding the effect it has upon audiences. The crucial point is not to be taken in by the silly audience…
One of the main challenges facing PR teams at the moment is whether the coronavirus pandemic should be addressed in key messages. On the one hand the pandemic is affecting pretty much everyone and should always be covered, but on the other there is a danger of pandemic-fatigue, in which case avoiding it in messaging would make…
Metricomm urges PR industry to rethink media evaluation approach now, or risk losing budget to other marketing disciplines. Mark Westaby, media evaluation pioneer, launches data company for today’s PR Digital marketing has further exposed the difficulties PR faces when it comes to measurement. This, along with the exorbitant cost of accessing quality data for PR planning and…
The traditional way of measuring the tone of media coverage, which has not changed for over 30 years, is to use positive, neutral or negative sentiment. This is simple, but it reveals little about the media coverage and the impact it is likely to have on an audience. Take any crisis, for example, where the…