COMMUNICATIONS METRICS, WEB ANALYTICS & DATA MINING

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1 Dipartimento di Scienze Umane COMMUNICATIONS METRICS, WEB ANALYTICS & DATA MINING A.A. 2017/2018 Take your time with a PRO in Rome, 10 november 2017

2 2 M a x i m i s i n g d a t a i n s i g h t s A m y P a r r y, T r e n d - y C o n s u l t i n g

3 Hello! I m Amy, from Wales! I earned a Bachelors degree in Journalism, media and cultural studies 5.5 years ago I was the 3 rd Automotive Project manager to work in the Oxford office and my first client was Mercedes-Benz UK 18 months ago I became a freelancer for Communications Consulting in Munich. The last couple of months have focused on establishing Trend-y

4 Agenda Why do we use media analysis? Using Media analysis to inform your strategic decisions Measuring what matters identifying goals Which metrics to use? Understanding the data Case study of best practise example

5 Why care about media measurement and analysis? To keep finger on the pulse. To learn about media impact of events To make strategic plans ahead of events Insightful media analysis can help communications teams to: Understand the media landscape e.g. does the UK always comment negatively on convertible models? Identify which media to target e.g. which media are most likely to discuss EV topics? Set meaningful targets e.g. If I am not launching a model this year, what kind of media visibility can I expect based on other competitors? Prove the value of PR did test drive registrations increase as a result of media activity? All of these points (plus many more!) inform strategy and help communications teams make informed decisions backed by data.

6 6 Is this how everyone uses data? To check where your brand sits in the ranking To see if VW has finally fallen from the top of the benchmark or whether the media has finally given up talking about the emissions scandal To have a read about what went well for your brand and competitors after scoring a high reach piece in an influential media last month To see if you hit your targets Data can help you to do so much more!!

7 7 How you can use data to your advantage Don t get stuck in the past Using data to make strategic decisions ahead of the event Evaluation should be the process of improving with insight

8 8 Alliance Communications Seminar

9 Exercise Insights and Outcomes Take a look at the Tesla Case Study Report print out. In your groups, identify 5 insights of the report

10 10 M edia Measurement _ What are your goals? _ Are you asking your measurement agency the right questions? How can I be number 1? vs. The goal of the business is to be an EV leader, how can we position ourselves as this?

11 S pecific M easurable A ttainable R elevant T ime Bound

12 Metrics Relative values MEASUREMENT RELEVANT APPLICATION(S) PROS & CONS SHARE OF VOICE / SHARE OF COVERAGE (SOV OR SOC) VARIANCE VS. AVG. (OR SUBSET) MEDIA VISIBILITY > Premium Brand Benchmark > Asian Brand Benchmark > Volume Brand/Model Benchmark > Production Brand/Model Benchmark > Concept Model Benchmark > Competitor Brand/Set Benchmarking > Share of EV or AD Coverage > SOV vs. 3 rd Party Data (Market Share, Marketing Spend, Share Price, etc.) > Key Message Penetration > ROI by Event Type, Medium, Journalist (PR Value ) > In-Market Share of Voice Benchmark MEDIA TONALITY > Positive Negative Ration > Share of Positive Impact > Share of Impact > Variance vs. Avg. (Markets, brands or subset) Well-suited for assessing media performance of product message. SOV brand benchmarking of corporate presence should be avoided, corporate discussion as often driven by crisis - However, SOV benchmarking of specific themes such as EV strategy is advisable. - Key message penetration is a particularly effective method of assessing effective topic steerage in the corporate context. Offers big picture understanding of how a particular brand, series, derivative, engine offering, etc. is performing relation to the industry or relevant subset. KPIs set according SOV (SOC) not only measure the influences by Nissan communicators, but also the influences of all efforts of competitor brands caution: measure what you are really able to influence.

13 Metrics Absolute Values MEASUREMENT RELEVANT APPLICATION(S) PROS & CONS MEDIA REACH (MESSAGE CONTACTS) MEDIA VISIBILITY > Benchmarking: Brands, products, aspects, attributions, reputation factors, media, channel, executives, etc. > Period on Period Growth Development Trend - PR Value@ of Product Brands PR Activities, Events, Media Outlets, - Message Contacts Interpretation of metric is almost always straight forward and easy to communicate to higherups Absolute value KPIs are well-suited for assessing corporate brand performance. KPI expressed as absolute values if not benchmarked, may lack needed competitor perspective. Benchmarking market performance as an absolute value may lead to false conclusions when applying weighting due to differing reach potentials of media outlets. MEDIA TONALITY > Average Tonality by brand, reputation factor, model aspect

14 Understanding the data and the questions to ask Adding insight with the 5 Ws (and a H!) WHO Typically this is the brand, but it could also be the country or a competitor WHAT What is being shown in the charts WHEN Which month or time period? WHY This is the important part! Why was your brand so positive or why did the competitor take first place? WHERE This could be what country, but can also be used to add insight about which publications or media types are driving discussion HOW How did they achieve this result? Did the product rank as the most visible because there was a product launch? Or because they were mentioned in relation to a competitor launch? They don t have to be in this order! But asking these questions can provide the foundation of your insight.

15 Exercise Goals and Metrics 1. I am an American clothes company, wanting to break into the UK market. A. Which metrics would be best suited to me? B. What strategic reporting might help me ahead of the launch? C. What benchmarks might I consider? 2. I am an eco-friendly restaurant in a mall, how can I attract more customers? A. Which metrics would be best suited to me? B. What strategic reporting might help me? C. What benchmarks might I consider?

16 16 Case Study _ Best practise example of media measurement and analysis for smarter decision making.

17 17 Summary Media Analysis can offer you so much more Insights not information! Are you asking the right questions? Define your SMART goals at the start of the campaign and communicate them with you measurement agency Consider which metrics are appropriate. SOV? Key messages? Measurement should be a fully rounded approach Pre-event During the event Post-event

18 18 T h a n k y o u f o r l i s t e n i n g!

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