It’s rocket science!
Ok, maybe not quite rocket science – but it is highly sophisticated data analysis grounded in decades of academic research, technical development and rigorous testing that has only been made possible thanks to unrivalled knowledge and experience, performed at the very highest levels of statistical significance to produce results that are validated to an accuracy of one in a billion! That’s essentially higher than Six Sigma levels of precision and rigour.
Metricomm uses this robust statistical analysis to identify the relationships between audiences generated by online media coverage and a whole range of completely independent consumer data sets, such as Google Trends, Google Analytics, TV Viewing figures, Sales revenue, paid advertising data, Share Price indexes and many more.
The use of AI in media evaluation is growing. However, simply applying AI to traditional media evaluation methods fails to address the challenge of demonstrating real audience impact. Instead, it confirms the success bias of the organisation which wants to validate that its key messages are ‘getting through’ in coverage.
Unlike competitors, Metricomm’s approach to AI uses our consumer data for ‘training’, revealing which messages in coverage – intentional or otherwise – are truly triggering a reaction.
Using online data that reflects how the vast majority of people access news in the real world, Metricomm determines the coverage consumers are most likely to find, read and be influenced by. This will be a different media mix for every organisation or sector and facilitates a new approach to measuring the effectiveness of media coverage and media targeting.