How to effectively measure and communicate the value of earned media, is a question that’s plagued the PR industry for years.
Marketing communications agency Keep Left has taken a step forward in solving this with a major update of its proprietary earned media evaluation and reporting tool, the Impact Score.
Available from February 2020, the all-new Impact Score will allow clients to better understand the quality and impact of their earned media coverage through live reporting and in the context of their specific business or communications objectives.
The Impact Score’s algorithm grades each piece of media coverage out of a possible score of 100, based on how well it performs against a broad set of success metrics, as well a specific metrics relevant to that client. The higher the score, the greater the impact.
The Impact Score is now a cloud-based, digital dashboard that can provide live reporting, supporting a more data-driven approach to public relations, with greater accountability.
Keep Left CEO, Caroline Catterall (feature image), said: “The Impact Score ensures our team really has their finger onthe pulse in terms of campaign performance, and can share live updates with clients.
“This means we don’t have to wait until the end of quarter or end of campaign to know if we’ve generatedthe results our clients care about, and that truly add value for their business.”
Catterall added this major update to the Impact Score had been born out of half a decade of learning and fine-tuning. “We first launched the Impact Score in 2014 and over the last five years have refined theevaluation methodology to factor in shifts in media landscape. The new algorithm applies all theselearnings.”
Charlie Spendlove, Head of Marketing & Communications at Guide Dogs Victoria and NSW/ACT said:“Guide Dogs have worked with Keep Left for the past seven years. We introduced the Impact Score aspart of our earned media analysis when it launched in 2014. It ensures activity is always results-drivenand based on Guide Dogs’ overarching communications objectives.”
Other updates to the Impact Score include customer KPI tracking against a project’s scope of work, theability to measure syndicated coverage, coverage log generation, and the inclusion of podcasts as a measurement option alongside TV, radio, online and print.
The Impact Score is available free of charge to Keep Left’s clients. From mid-2020, multinational clients will have the option to licence the platform to their international agency partners so that all markets can report on their impact, using the same methodology and platform.
Leading independent media agency, Avenue C, is thrilled to announce the appointment of Paula Lopes as Digital Director. Paula, a seasoned professional with over 17 years experience in the media industry, joins Avenue C from her role as Chief Operations Manager of KINESSO (merger of Reprise, Matterkind, and Kinesso specialities).
oOh!media brought together more than 260 of its sales, operations, commercial, marketing, finance and leadership teams last week for its national annual revenue and growth conference. Held over two days at the picturesque Rydges Resort in Hunter Valley, the event ‘Fusing people and performance’ focussed on how to build a high-performance mindset and how it […]
Free TV has welcomed the federal government’s ongoing commitment to ensuring that all Australians can access their local free television services on connected TVs through the introduction of legislation to implement a prominence framework in coming days. Free TV CEO Bridget Fair (lead image) said: “Right now, Australian viewers are being steered in the direction […]
New-generation media agency 27 Degrees Media has been appointed to manage digital media for national tyre retailer Tyreright in one of its first Australian client signings. Lead Image: Loan Morris – 27 Degrees Media CEO Under the partnership, 27 Degrees Media will be responsible for all digital media strategy, planning and buying, along with influencer […]
Brisbane performance agency farsiight has announced the launch of its new market positioning, Growth for Good, in response to a changing business landscape, marking a departure from a “growth at all costs” mentality that has defined the industry in recent years. Agency founders and brother duo, Josh and Ben Somerville, envision Growth for Good as […]
Australia’s largest privately owned transit media supplier, GoTransit Media Group, now offers unprecedented options for transit advertising in Newcastle – on both land and sea following their successful tender to supply interior advertising inside the popular Stockton Ferries. The national transit media company is already well acquainted with the thriving NSW market, having successfully operated […]
Heritage and People’s Choice have launched People First Bank, the new name for positive change in banking Australia’s largest customer-owned bank has unveiled its new brand, announcing that Heritage and People’s Choice will be unified under the new name of People First Bank. Chairman Michael Cameron said the highly anticipated new brand offered a compelling […]
L’Oréal Groupe Australia and New Zealand have announced one of the largest investments to the Great Barrier Reef Foundation to pioneer new coral restoration efforts in the region. L’Oréal Groupe Australia and New Zealand have announced today a new partnership with the Great Barrier Reef Foundation (GBRF), to help coral reefs withstand the devastating impacts […]
Effective immediately, S4Capital’s operating brand Media.Monks, a digital-first marketing and advertising services company, has appointed Matthew Godfrey to lead its APAC Content practice. With over 15 years of experience leading innovative businesses in the Asia-Pacific region, Godfrey will support a best-in-class senior leadership team across the region as EVP, head of content, APAC. He joins […]