Pepsi Ad Controversy Media Insights

VIEW REPORT The adverse reaction to Pepsi’s ‘Live For Now’ video travelled round the world, fast. After initially defending the ad, Pepsi quickly decided to pull it, putting out a statement apologising for the misjudgement. At Commetric, we decided to dig into the data to quantify the scale of the issue and find out how … Continue reading “Pepsi Ad Controversy Media Insights”

Integrated Evaluation: Traditional and Social Media Analytics

It’s now clear that there is no distinction between an online and offline communication strategy. So, measuring your traditional media coverage independently from your performance across social channels is destined for failure. In this regard, it’s been almost two years since the International Association for Measurement and Evaluation of Communication (AMEC) addressed the need to … Continue reading “Integrated Evaluation: Traditional and Social Media Analytics”

Oncology in UK Media [Infographic]

VIEW INFOGRAPHIC Commetric has used its award winning technology to create an interactive dashboard tracking Oncology related coverage. The platform indexes the prominent issues, companies, products and executives being referenced in this space, highlighting influencers and increasing issues. Key findings so far include: The tension between national institutes and drug manufacturers is a recurring issue, … Continue reading “Oncology in UK Media [Infographic]”

“I am an Arsenal fan”: Consumer Behaviour in Sport and Social Media Analytics

Most discussions about social media analytics in sport, and sport marketing in general, focus on using social data insights to increase fan engagement, citing isolated examples of successful social media campaigns in sports. Consumer behaviour in sport and events, however, is unique and quite different from other industries such as FMCG, warranting a deeper analysis … Continue reading ““I am an Arsenal fan”: Consumer Behaviour in Sport and Social Media Analytics”

How to Build Bulletproof Communication Strategy Using Measurement Tools

Jo Perrin, Corporate Comms Director at Verizon, recently joined us for a webinar using the above title, part of the AMEC Measurement month series. Jo is Corporate Communications Director, for Enterprise Solutions at Verizon and has been one of our clients since 2006. We produce monthly and annual analyses of the company’s coverage, in 15 … Continue reading “How to Build Bulletproof Communication Strategy Using Measurement Tools”

Crisis Communications under the spotlight – the case of Tesco Bank

Tesco Bank Fraud – A well managed crisis with broader implications for all consumer facing industries. Over the course of a weekend in November, Tesco Bank was subjected to an organised cyberattack which saw 40,000 of its customer’s accounts a target of theft or suspicious activity. The attack was described as an ‘unprecedented breach of … Continue reading “Crisis Communications under the spotlight – the case of Tesco Bank”

Storytelling and Sports: Under Armour vs Nike (Part II)

In the previous blog post, we discussed how Facebook topic data can help sportswear brand Under Armour improve its storytelling by collecting authentic consumer stories through social data and using them to add ever-deepening layers of meaning to its brand essence. As one of the oldest and brain-friendliest methods of communication, storytelling relies on patterns, i.e. characters, … Continue reading “Storytelling and Sports: Under Armour vs Nike (Part II)”

Storytelling and Sports: The Perfect Pairing (Part I)

“Storytelling” is certainly one of the buzzwords that all marketers try to make an invariable part of their jargon, and in terms of  storytelling as a branding tool, it is now common to argue that any brand story is a good brand story, if only for the sake of it. Every marketer knows that for successful … Continue reading “Storytelling and Sports: The Perfect Pairing (Part I)”

How to Measure Marketing ROI with a Single KPI

One of the existential questions that have always bothered marketers is finding the magic bullet KPI that could measure the whole value of ROI in marketing communications. In pre-digital times one such metric that all brands, and especially those in the FMCG sector, used to propagate, was share of voice (SOV). In offline communications, it … Continue reading “How to Measure Marketing ROI with a Single KPI”