Blog
HOMEPAGE >> BLOG >> Quantity does not equal quality – how to correctly measure the effectiveness

Quantity does not equal quality – how to correctly measure the effectiveness

To fully capitalize on the potential of media reports, one needs to have a certain knowledge of the presented indicators and know how to read individual data. It is very easy to fall into a few traps that will make the conclusions of the analysis inconsistent with reality. 

One of the most common mistakes is basing far-fetched conclusions on quantitative indicators only. Please remember that data cannot be analyzed in isolation from the context in which they are shown. It applies to both the number of publications about the studied brand, entity or topic, as well as the advertising equivalency or the number of pieces of information with a specific sentiment.

HOW TO MEASURE EFFECTIVENESS?

Let us imagine that Brand X was featured in 967 publications over a month while brand Y was featured in 121 of them. The difference is enormous. But is it to the benefit of brand X? Is the number of 967 publications sufficient to announce a media victory? Of course not. Why is that? Because based on such data, we do not know virtually anything about the structure of the communication.

  • What was the share of those publications in separate media types?

The data from the example do not tell us how many of those publications were featured in the Internet, social media, radio, TV or the press.

  • What was the share of the brand in separate publications?

The media material may be entirely devoted to the studied brand or it may only be mentioned as a side note. The impact of such publications on the audience is definitely different.

  • How many of those publications had negative or positive sentiment and how many were neutral?
  • What was the reach of the titles/websites/channels in which the brand was featured?
  • On what area was the information distributed and is it in line with the promotion strategy?
  • What is the profile of the media reporting about the brand/issue in question?

When measuring effectiveness, one should also take into account whether the audience of the publication corresponds with the target group defined in the objectives of the campaign.

It is easy to imagine a situation where publications about brand X were featured only in the local press, insignificant internet services or blogs whose readers are loosely connected to the campaign’s goals and on several forums where the name was included in the footer of one of the users.

Meanwhile, brand Y had a 20 per cent share on radio and TV. They were thematic stations whose audience is the same as the target group of the product. The Internet publications were featured on industry websites of high reach indicators and a feature on page 3 of the prestigious magazine “ABC” was devoted to the product. 38 per cent of the materials had a positive sentiment while the remaining ones were neutral. The information about the brand generated discussions on several industry fanpages of high reach.

It is only the combination of all that information into a whole that can fully reflect the effects of marketing communication. It is worth adding that we will get an even more complete picture by comparing ourselves with the competition.

PSMM_CTA_bottom_250x213px
PROTECT BRAND IMAGE,
REACH CUSTOMERS,
BOOST SALES
Podobne wpisy
PRESS-SERVICE Monitoring Mediów / 01.01.2021
Is advertising equivalency a communication value?
Many newcomers to public relations do not know how to use the advertising equivalency index very well. The lack of…
See more
PRESS-SERVICE Monitoring Mediów / 29.01.2021
How to find communication niches?
A communication niche is a media area in which the information about a managed brand is never featured or is…
See more
PRESS-SERVICE Monitoring Mediów / 06.04.2020
What can you check with a free test?
Testing media monitoring services is the best way to find out how important it is to have easy and immediate…
See more
PRESS-SERVICE Monitoring Mediów / 12.02.2021
Do you know… what information sentiment is?
The approach to public relations has changed very significantly over recent years. The number of published press materials is still…
See more
PRESS-SERVICE Monitoring Mediów / 06.01.2021
Do you know how to… read a benchmarking map?
Benchmarking is an analysis that compares a company, brand, service, product or process with its competitors or compiles data over…
See more
PRESS-SERVICE Monitoring Mediów / 06.01.2021
Do you know how to… interpret the size of a publication?
Each monitored material can be assessed in terms of its size. Depending on the space occupied by the information about…
See more
Artur Bartkowiak / 26.02.2021
Media monitoring at the service of influencers
Translated literally, an influencer is a person of influence. Many experts and market analysts present the influencer as a profession…
See more
PRESS-SERVICE Monitoring Mediów / 07.01.2021
Media activity analysis and reporting – why is it worthwhile?
In order to achieve a high position on the market, it is necessary to develop a strategy based not on…
See more
PRESS-SERVICE Monitoring Mediów / 07.01.2021
E-mail marketing as an effective sales tool
Should the effectiveness of e-mail marketing be questioned in the era of social media expansion? Should we undermine its positive…
See more