RMP Media Analysis

Moreover – Moving Media Measurement Forward

In Measurement, PR Vendors on October 20, 2014 at 12:53 pm

As of today, Monday October 20th LexisNexis has acquired Moreover Technologies. From the press release which can be found here: “In the near term, new and existing Newsdesk customers will be able to subscribe to LexisNexis licensed content, which can be accessed via Newsdesk. In 2015, additional content from LexisNexis will be directly integrated into LexisNexis Newsdesk, along with additional capabilities. LexisNexis customers will now have an unprecedented suite of current awareness solutions, which includes LexisNexis Publisher and LexisNexis Newsdesk. “

I wrote the post below without knowledge that Moreover was in talks with LexisNexis. After reading through this again – I haven’t changed any part of it because it still holds even after the acquisition.

MoreoverHarvesting media content is the core of Moreover’s business. Why would anyone think of this company as a measurement specialist? The fact is Moreover has a split personality.

One side is as a vendor to major public relations software companies (Cision (Vocus), PRIME Research, Salience Insight, MyMediaInfo etc.)

The other side is as a service provider directly to customers through the NewsDesk platform.

Moreover Technologies Managing Director, Mark Denn is a colorful no-nonsense veteran of the industry who sees trends before they are readily apparent to others. Moreover’s business model focused on providing a service which was in turn re-sold and reused by their customers customer. Why not take out the middle man? That is what Moreover has done essentially with NewsDesk.

PR vendors can purchase Moreover content, PR Agencies can purchase Moreover content and now Direct Customers can purchase Moreover content. I say now but Moreover’s NewsDesk has been available for a few years now.

Providing content (data) is only one piece of the measurement puzzle. Providing insights into that data is the golden ticket.

How is Moreover Moving Media Measurement Forward?

NewsDesk is not a full workflow product for public relations and corporate communications, it is a media monitoring and analysis product that allows PR agencies and customers alike to perform their own adhoc analysis and surface insights.

The industry (especially researchers) has used Boolean logic to find relevant content in their queries. Forming complex queries is time consuming and requires a certain level of expertise. You know your industry best, you know what your strategy is and all it’s nuances, the ability to create a targeted search strategy and all the iterations required to refine it is not practical for the man on the street.

Moreover designed NewsDesk to move clients away from Boolean simplifying the act of discover by indexing all content. From a discovery perspective the ease of use makes NewsDesk very appealing.

News Desk by the Numbers

5 Million posts per day  from over 20 million blogs

55K Online sources creating up to 2 million articles per day

Global Print articles from all markets

As Moreover continues to refine and include new features NewsDesk will evolve into a tool that can be used easily by the average PR professional without significant on-going training and required mastery. The question of PR budgets though may hinder the acceptance of this fledgling offering as it heads out into the open market.

CARMA/Salience Insight – Moving Media Measurement Forward

In General Analysis, Measurement, PR Vendors on October 16, 2014 at 9:00 am

First A Little Background

Salience Insight is the combination of the former UK-based Report International and US-based KDPaine & Partners which was acquired in 2012 and the original Salience based in the Middle East. Salience has over 150 consultants and analysts operating in the Middle East/North Africa, Europe and North America and is a subsidiary of News Group.

In March of this year, Salience Insight announced the acquisition of the US operations of CARMA International. CARMA (established in 1984) has the distinction of being the first company  to commercialize media content analysis in the United States. The acquisition does not include CARMA International’s overseas franchise operations, which are licensed to operate under the CARMA brand and use the proprietary technology and methodology for media evaluation services.

Angie Jeffrey, US Strategy Director Salience Insight, and Katherine Eickhoff, Social Media Manager/Senior Analyst CARMA, recently spoke with me about the success of CARMA in the media content analysis space.

How is CARMA Moving Media Measurement Forward?

The question should probably be which vendors are emulating CARMA’s methodology. As I stated above CARMA has deep roots in media content analysis here in the US. Building on experience over 30 years CARMA has developed proprietary metrics which are defined here below (straight from their website) and a full outline of the process is available here.

MethodSTN-ModifiedProprietary Metrics

CARMA Favorability Rating: A measure of quality that takes into account the tone, sources, messages, and prominence of a story. As an overall metric, it provides the “average rating per story” across all analyzed stories.

CARMA Weighted Rating: A measure of overall quality that takes into account the tone, sources, messages, and prominence of each story compared to its circulation/audience, to determine the “average rating per viewer/reader.”

CARMA Media IQ: A measure of media impact that takes into account the media reach and favorability of coverage. It is calculated by incorporating the CARMA rating system into a single measure along with audience reach and story volume.

CARMA Index: A benchmark measure of quality drawing on more than 9.5 million stories in CARMA’s research database.

“CARMA research is based on the contention that the media strongly influences the way that people think. We use the CARMA rating system to help companies identify the impact of the communications and public relations efforts.”- Katherine Eickhoff, Social Media Manager/Senior Analyst CARMA

You might think CARMA is giving away the secret to their success by providing this information so openly. However the methodology is only one aspect of what makes this organization so valued with customers. The driving force behind the CARMA success story are the senior analysts. The most accomplished and successful organizations recognize that automation in analysis is a tool, not the end game.

CARMA works one-on-one with customers according to Katherine to  “develop a list of specific topics and messages that are important to the client, i.e. the divisions of a particular company, a tag line, a particular service, product, etc. We can then break out the favorability score by these specific topics over a particular time period, determine share of voice vs. competitors, perform correlations, etc.”

Closing Thoughts

Human analysis is essential to uncovering insights and connecting the strategies with the outcomes of public relations and corporate communications efforts. I’ve evangelized this approach since Day 1 of establishing RMP Media Analysis and every successful measurement organization employs some flavor of this “hybrid” approach.

CARMA moves measurement forward by providing truly customized reports based on proven metrics and then making analysis accessible to the customer to explain the entire report or just specific metrics if there are ever any questions. Essentially they provide the customer service to support their metrics and embrace the questions customers present.

***I’ll be featuring Salience Insight/CARMA in a future post as the integration between the organizations continues.***

 

PRIME Research – Moving Media Measurement Forward

In Measurement, PR Vendors on October 6, 2014 at 9:00 am

PRIME Begin

Begin Simply, Simply Begin – Mark Weiner, CEO PRIME Research Americas

This quote sums up PRIME Research’s overall philosophy and gives us  insight into the firm’s success. I interviewed Mark as part of this series on how vendors are “Moving Measurement Forward” in the communications space.  Mark has been in the measurement industry for over 20 years. He founded Medialink Research, the company that acquired Delahaye in 1999. He was CEO at Delahaye until it was acquired by Observer Group (later re-branded as Cision) in 2006. In 2008 Mark joined PRIME Research as CEO of North America. His pedigree in measurement is impressive. Which is why I wanted to include PRIME in this series. The general idea is to see what different vendors in the space are doing to move measurement forward, and Mark has always been a strong advocate for advancing the public relations industry’s measurement efforts.

How is PRIME Research moving Measurement forward?

When I asked this question I was surprised that Mark did not offer up a “new” approach the company was taking on to achieve market leverage. After all we live in a world where new is the thing to be. His response was multifaceted but it comes down to these two main points:

1. Use Statistical Modeling to correlate traditional and social media outputs with outcomes and business results by integrating surveys and transactional data.

2. Work with Clients to look ahead and establish a predictive model based on their business. There is no one-size fits all. Although one-size can be altered to fit most.

PRIME works with clients on a one-on-one basis to create customized approaches reflecting the client’s priorities and preferences. This flexibility is further enhanced by PRIME’s content agnostic approach of both traditional and social media. With “everyone talking in real-time” PRIME takes into account “how people are going to use the social conversations as a factor in the delivery of their analysis.”

Mark explained that “you must measure for output to understand and better manage for positive outcomes.” In this way PRIME is not throwing mention frequency, share of voice, outlet placement etc. out the window but rather using these fundamental metrics to provide actionable insight for more effective campaigns, more efficient proactive outreach and to mitigate risk during a crisis.

Keep an eye on PRIME, with the recent addition of Richard Bagnall this year as CEO of UK and chair of the AMEC social media measurement group I expect to see more measurement innovation and visibility for PRIME in this space.  If you plan on attending the PRSA 2014 International Conference see Richard at the PRSA/AMEC Measurement Symposium on Sunday from 8 am to Noon.

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