How we measure up
You'll know for sure if our tactics generated the results you wanted
After the execution of your plan is underway, you'll want to know how it's working--as soon as possible, so any needed adjustments can be made. At Merritt Group, we hold ourselves accountable for delivering measurable results for your communications dollars. Measurement considerations include:
- Comparison with the research. Our initial research provides a benchmark against which to measure the effectiveness of our communications.
- Has your share of voice gone up against your key competitors? How are you tracking in your top tier media? No guessing; you'll know.
- Quantitative and qualitative analysis. Merritt Group doesn't just clip and count articles, we actually read them. This allows us to not only provide your share of voice in your market, but accurately report on the prominence and tone of your coverage, analyze message pull-through to see what's gaining traction, and provide qualitative analysis at the level of detail you prefer.
- The importance of investing in measurement. If you're even thinking about skimping on measurement, we urge you to think again. The CMO Council says, "When 25-40% of a typical marketing budget is devoted to 'soft' areas like communications, public relations, [etc.], it is vital that these investments be measured and benchmarked for the value they provide to the company."
The Council continues, "Less than 20% [of surveyed companies] had formal measurement in place, despite spending as much as 25% of their revenue on marketing." So if you've been a bit wobbly on measuring results from your communications, you're not alone.
Now it's time for Merritt Group to help you know for sure. Learn more about us and our industry expertise.
Frequency/Share of Voice
Number of news articles or other relevant media appearing within the given time period for the company; or, alternatively, the number of news articles or other relevant media appearing within the given time period for the company relative to its top competitors.
Prominence of Coverage
Measures how prominently company is mentioned in each article:
- Brief Mention - passing mention of the company within an article, such as inclusion in a list of companies
- Mention - significant mention of the company within the context of an article
- Feature - focus of the story is about the company, or the company is listed in the headline and/or lead paragraph
Media Tonality
Measures the sentiment of the reporter towards the company and/or product, rating each article as positive, negative, or neutral.
