Use Cases.

Metricomm closes the gap between PR metrics and actual business metrics using 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.

We work with brands and agencies to provide validated media intelligence and insights that prove the impact that online media coverage is having on key business outcomes. Our data analysis and reporting are designed to help you meet strategic objectives including client retention, search advertising uplift, refinement of PR and communication strategies, budget and resource management, achieving sales targets, and establishing a competitive position in your market.

We go further and deeper than anything that volume-based media monitoring or PR measurement can provide. In fact, clients often use our insights to supplement existing reporting and analysis.

Whatever your challenge, whether it’s proving the value of PR and communication activity to the C-suite, gathering competitor insights to identify opportunity gaps, responding to a crisis management or reputation issue, or moving consumers along the path to purchase, Metricomm can provide the evidence you need to make the right business decisions.

The power of PR is frequently under-estimated. While the influence of advertising is well understood, PR has not been able to provide data to quantify its contribution to brand and performance.

Often, reading something in online media is a tipping point, that shapes consumer perceptions and buying behaviour. Metricomm reveals when, where, how and why media coverage is moving the needle. This analysis shifts the focus from counting ‘what we delivered’ to understanding ‘what made a difference.’

• Regular monthly or quarterly reporting
• Board-level insights, tailored to align with business priorities and KPIs
• Time-series analysis to support business planning or real-time business intelligence

Insights can include:

• Measuring the contribution of media coverage to BrandIndex buzz, consideration, reputation, purchase intent and other metrics
• Showing how media coverage influences consumers through the funnel
• Calculating the contribution of media coverage to direct or third-party sales revenues
• Unpicking how PR amplifies other activities in the marketing mix, including advertising and paid social
• Understanding which topics and themes in coverage are stimulating consumer reaction, for better or worse
• Revealing the named online media and PR activities that have most influence on consumers over time

For brands, large-scale campaigns are business opportunities to cement existing customer relationships and attract new ones.

Often, they entail months of planning and significant investment.  There is only one chance to execute them well and excite the target audience. Metricomm puts campaign activities into context and connects media data with real-world consumer outcomes.

• Campaign planning, in-flight progress tracking and retrospective effectiveness analysis
• Tailored to align with comms priorities and KPIs
• Suitable for brand, product, educational, political or public awareness campaigns
• Time-series analysis to compare campaign impact to business-as-usual

Insights can include:

• Measuring the contribution of campaign media coverage to BrandIndex buzz, consideration, reputation, purchase intent and other metrics
• Showing how media coverage helps engage consumers, by increasing search volumes and website visits
• Early warning of when things might not be going according to plan
• Calculating the ‘before and after’ contribution of media coverage to desired outcomes
• Understanding how PR supports other activities in the marketing mix for the duration of the campaign
• AI-driven analysis of which topics and themes in coverage are stimulating consumer reaction
• Revealing the named online media and PR activities that are most effective at delivering campaign outcomes

Brands that invest heavily in advertising and sponsorship also spend a lot of time planning and purchasing media space to support campaign activations.

They must assess which media outlets will provide the best exposure and value for money. The combination of daily BrandIndex data and Metricomm media audience data provides a new perspective on how and why media content delivers results for a given brand.

• Media planning and retrospective effectiveness analysis
• Understanding how earned media coverage supports and amplifies advertising to build brand
• Based on deep analysis of impact on real consumer outcomes
• Suitable for brand, product, educational, political or public awareness advertising campaigns
• Time-series analysis to compare results short- and long-term

Insights can include:

No organisation operates in a vacuum. Executives always need to know how their performance compares to others in their sector, or beyond.

Media coverage can provide substantial insights into the pressures, threats and opportunities that abound in the business environment. Across a range of sectors, we can ascertain whose media coverage is contributing to under- or over-performance compared to industry peers.

• One-off tailored report, or regular reporting
• Suitable for brands and industries that feature regularly in the news
• Consistent, repeatable metrics that facilitate understanding of market trends and changes over time

Insights can include:

Whatever the industry, PR teams are constantly under time, resource and budget pressure.

Difficult economic times mean constant requests from the C-suite to ‘do more with less’. The good news is that this can be achieved, by making the right strategic choices, informed by credible and actionable data that puts PR performance into context, aiding planning and prioritisation while delivering the results the organisation seeks.

• Campaign planning and ongoing effectiveness analysis
• Tailored to report on how comms activities contribute to business priorities and outcomes
• Suitable for PR, corporate comms and marketing communications teams
• Time-series analysis to track media outcomes consistently, elevating the role of PR by demonstrating value-add

Insights can include:

When is a crisis not a crisis? And when is it a serious threat to brand and business performance?

Busy press offices deal regularly with the fallout from ‘damaging’ media coverage. It can be hard to know which situations merit a response and when the team should allow the storm clouds to blow over. Traditional media evaluation bases crisis management on volume of coverage, tagging of key themes and sentiment analysis. All of these are poor proxies for how consumers react in the real world. Being able to properly identify and calculate the scale of a real crisis is very important.

• Ongoing media audience monitoring, crisis response and retrospective evaluation
• Feeds into the crisis response plan by providing concrete, real-time data
• Time-series analysis to track audience impact of damaging coverage compared to business-as-usual

Insights can include:

Our media impact reports are used by leading brands across a variety of sectors, on a monthly, quarterly and annual basis. They provide valuable insights into how media coverage relating to the brand is directly influencing consumer behaviour throughout the funnel and in support of business objectives, including sales.

Of course, knowing how your competitors are performing is just as important as knowing what’s working for you. Metricomm cost-effectively 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.

Want to see actual examples of our reporting? Simply click on the image below to view or download the pdf.