Our Approach.

We put your audience first.

We start with calculating what’s by far the most important thing – your audience.

We identify the size of audience most likely to have found, read and been influenced by online media coverage about your brand, products/services, themes, issues, competitors and sector.

This is a different and far more realistic approach to take than basing evaluation simply on volume of coverage and treating it all as equal. In the real world, not every consumer finds and reads every piece of coverage – the assumption that they do results in vastly inflated metrics which generate false confidence, misleading conclusions and poor business decisions.

Metricomm uses online data that reflects how the vast majority of people access news in the real world, to determine the coverage consumers are most likely to find, read and be influenced by.

Our audience data can be combined with other independent data sets to increase understanding of the power of media coverage in creating business impact, including (subject to availability):

Google search data

Google Analytics

Brand tracking data

Google Shopping data

Social media data

Paid advertising data

Share price data

Sales leads & revenue data

Subscriptions data

TV audience data

We name your most effective media.

We identify the named media and specific content most likely to be influencing consumer behaviour and moving people along the path from consideration to purchase – whether that’s performing searches, visiting your website, watching your broadcasts, responding to your advertising, activating a sale, or choosing your competitors.

‘Boiling the ocean’ by analysing all coverage associated with a brand or issue is a counterproductive approach. In reality, the vast majority of impact is typically generated by just 20% of media coverage, with the remaining 80% having much less business value.

Metricomm data reveals that the ‘relevance’ of media coverage, i.e. what it is about, is an important deciding factor in its effectiveness. Metricomm’s platform splits every piece of media coverage into its constituent parts. Each of these sections is analysed and the resulting data aggregated to provide a highly accurate picture of what the coverage is about, along with the strength (relevance) of any named brands within it.

Our analysis also demonstrates how audience data replaces the unreliable measurement of ‘sentiment’ to guess how audiences might react to coverage. Showing the incontrovertible link between specific articles within coverage and audience response removes any ambiguity about what is shaping behaviour.

Metricomm lets you zero-in on the most important media – the ones that are actually influencing audience behaviour.

We compliment your brand tracking.

News has a quantifiable impact on consumer awareness, attention, buzz, impression, purchase consideration, purchase intent and customer status – all the elements covered by brand tracking and fundamental to good brand management.

As a licensed partner to YouGov, and with the ability to correlate our data with brand tracking data from other providers, Metricomm identifies the influence of media on consumer perception and response, allowing you to tap into near-real-time data to measure consumer reaction to headlines and assess the business impacts.

Rather than guessing from traditional sentiment analysis how consumers might respond to what they read in the media, Metricomm helps you to understand which topics in coverage are highly likely to inhibit commercial results, or influence success.

Metricomm’s ability to identify the drivers behind brand and corporate reputation is important not only for ‘business as usual’ but also plays a key role in quantifying potential threats, and opportunities, for risk management.

Our NewsIndex^TMtracks audience online engagement with posted news, and is strongly correlated with consumer attention. This index provides a real-time affirmation of the reach and resonance of news, and, in the event of a potential crisis, an early warning indicator of a potential shock.

We benchmark your performance.

Knowing how your competitors are performing is just as important as knowing what’s working for you, and what isn’t. Metricomm benchmarks the success of your activity against that of your named competitors or within the context of the sector in which you operate. This reveals opportunity gaps in your market positioning, media targeting and messaging.

These insights allow you to make a difference and validate or improve the efficiency, effectiveness and return on investment of your media, PR, communication and search advertising in pursuit of competitive advantage.

News amplifies marketing activities.

Advertising, digital or offline, creates brand awareness at the point a customer is thinking of buying or engaging. Metricomm shows that media coverage can produce the same effect; moving the audience through the sales funnel, at a fraction of the cost of advertising. Equally importantly, it actively supports other communication activities – including advertising and digital marketing – to amplify their effect and help drive audience response.

Metricomm provides evidence that the audience reading online media coverage contributes to a quantifiable uplift in search, directly influencing the effectiveness of paid search advertising. If there is no search, the advertising will have no effect.

If media coverage can be used to generate higher levels of search, paid advertising has a greater influence on consumers, encouraging them along the path to purchase.

Media coverage influences revenue.

Metricomm combines data from online media coverage with independent data sets such as Google search, website analytics, sales revenue, brand tracking data, TV viewing audience and share price. In fact, we can use any data which exists within the organisation – allowing media data to be combined with any other evidence that resides in the marketing tech stack, or from other platforms. Our data is showing brands how media coverage is having tangible, measurable impact on audience behaviour right through the funnel to include actual revenues that are influenced by media coverage. That’s why some clients are also incorporating Metricomm data into their econometric models.

It’s a myth to say that sales cannot be directly attributed to media coverage, when the way that we consumer media these days means that we are inherently just a mouse click or screen tap away from pressing the purchase button.

Trends reveal key opportunities.

Media effectiveness is not about generating a snapshot at a point in time. It’s about looking at trends over time and examining how your campaign performance compares against what would be considered ‘business as usual’, and against named competitors or your sector as a whole.

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.

These insights allow you to make a difference and validate or improve the efficiency, effectiveness and return on investment of you media, PR, communication and search advertising.

Navigating the news cycle.

Metricomm’s Headline Risk Framework^TM helps you to identify when the dark clouds are gathering and navigate the storm of a negative news cycle. It provides you a barometer to measure news the media has covered, the news people have seen or heard and how they are reacting.

It’s not enough to know when the storm has hit though. You need to understand what business as usual looks like and be able to identify the signs that something serious is afoot. Metricomm helps you to proactively measure, monitor, mitigate and manage Headline Risk, helping you differentiate between negative headlines that will blow over and a potentially seismic brand shock that requires a well-coordinated response from PR, Marketing and senior leadership.

Only Metricomm can help you to Measure, Monitor, Mitigate and Manage the headline risk of negative news cycles.

News has a measurable impact.

Data and analytics are crucial to business growth. 98% of UK CMOs believe that having the right mix of marketing and communication tactics is essential. When it comes to digital channels and social media, there is endless data to help the decision-making process. It’s a different story when you ask for robust metrics about the impact of news media.

Our data is showing brands how media coverage is having tangible, measurable impact on audience behaviour right through the funnel. That’s why some clients are also incorporating it into their econometric models.

Want to know more?

If you’d like to know more about how news is impacting your brand, then arrange a call below.