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Linking to Outcomes through Media Scores & Correlations

Linking to Outcomes through Media Scores & Correlations. Angela Jeffrey, APR Managing Director US, Salience Insight @ajeffrey1. Correlations to Outcomes. Correlations to Outcom es.

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Linking to Outcomes through Media Scores & Correlations

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  1. Linking to Outcomes through Media Scores & Correlations Angela Jeffrey, APR Managing Director US, Salience Insight @ajeffrey1

  2. Correlations to Outcomes

  3. Correlations to Outcomes • Hundreds of studies show a direct Pearson Correlation between competitive share of earned media coverage and outcomes • Earned Media Coverage must factor in “quality and quantity” • Quality = • Basic: Net Positive (Positive + Neutral – Negative) • In-Depth: Message, Prominence, Dominance, Tone, etc. • Quantity = Items, Mentions or Impressions • Scorecard - Best for comparison purposes

  4. Scorecards for Correlations and Models Scorecards work best for Market Mix Models, as well as for Correlations. (Don’t try to use simple clip counts or impressions!)

  5. Easy Correlations in Excel! • Row 1 is Period; Row 2 is Media Index Score or Share of Voice %; Row 3 is Business Result • In an empty cell, enter the cell numbers of the starting and ending cells: • =Correl or =Pearson(B2:G2,B3:G3) • Hit enter … and result appears – r = .80

  6. Market Mix Models These sophisticated models are many hundreds of thousands of dollars, and are thus unavailable to many practitioners. However, if your marketing department DOES utilize one, you will find PR is best represented by the combined Quality/Quantity score discussed in Slide 4. Do not just provide impressions data without a qualitative score as they are unlikely to show the true power of your work. Market Mix Models bring all variables together to see which are impacting results. PR is frequently left out of the model, but studies have shown it actually has a very large impact when scored properly!

  7. For More Information or Assistance with your Media Analysis Program: Angela Jeffrey, APR Managing Director US, Salience Insight Angela.Jeffrey@SalienceInsight.com 214-926-9794 @ajeffrey1

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