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Academic Research Potential for Academic Research Potential for Automated Media and Information Automated Media and Information

Metrics: An Agenda for Metrics: An Agenda for DataData--mining in Public Relations mining in Public Relations

Miami March 12, 2005Miami March 12, 2005Clarke L. Caywood, Ph.D. Clarke L. Caywood, Ph.D.

Department of Integrated Marketing Communications, Department of Integrated Marketing Communications, Medill School, Northwestern University Medill School, Northwestern University

WithWith over a billion over a billion ““hitshits”” in one year how did Harleyin one year how did Harley--Davidson define & monitor their PR success?Davidson define & monitor their PR success?

The Institute for Public RelationsThe Institute for Public RelationsPO Box 118400, Gainesville, FL 32611PO Box 118400, Gainesville, FL 32611--84008400www.instituteforpr.comwww.instituteforpr.com

Comprehensive Commercial Comprehensive Commercial SystemsSystems

planned electronic feed of content 24planned electronic feed of content 24--77mix of print, broadcast, nonmix of print, broadcast, non--media media automated analysis and scoring based on automated analysis and scoring based on human trained machine learning human trained machine learning realreal--time webtime web--based delivery benchmarked based delivery benchmarked to 14 seconds to 72 hoursto 14 seconds to 72 hoursinterpretation and recommendation interpretation and recommendation results comparison and reporting over timeresults comparison and reporting over time


Academic and Managerial Academic and Managerial Research AdvantagesResearch Advantages

100% Sample Size (nearly in some cases)100% Sample Size (nearly in some cases)Massive dataMassive data--bases of rich mix easily bases of rich mix easily availableavailableMultiple measures to frame topicMultiple measures to frame topicHigh degree of interHigh degree of inter--subjectivity (80% and subjectivity (80% and higher) no human failinghigher) no human failingComparison to other organizationsComparison to other organizationsOver time studies possibleOver time studies possibleQuasiQuasi--experimental design feasibleexperimental design feasible


AdvantagesAdvantagesAdvances field as economic and Advances field as economic and demographic data did for Economics, demographic data did for Economics, scannerscanner--data data Highly Graphical for communicationHighly Graphical for communicationPotential for including more and more Potential for including more and more sourcessources

Blogs, message boards, all media, Blogs, message boards, all media, reportsreportsIntuitive for training and teachingIntuitive for training and teachingManagerial Managerial -- ““So whatSo what”” value highvalue high


History of Text Analysis with History of Text Analysis with AI AI –– Artificial Intelligence!Artificial Intelligence!

1960s1970s1980s1990s2000+

Story abstracts experimental

Full text commercial automation

Full coverage premium text

Analytical media/report systems

Broader business analysis


Content Driven Media Metrics Content Driven Media Metrics &Tracking&Tracking

Major industry and trade publications, Major industry and trade publications, 8500 continuously8500 continuously--updated wires, top updated wires, top magazines, local newspapers, and TV magazines, local newspapers, and TV transcripts transcripts –– 60 percent not free (Factiva)60 percent not free (Factiva)


Biz360Biz360IntelliseekIntelliseekCymphonyCymphonyCompetitive InsightsCompetitive InsightsCritical Mention Critical Mention TVeyesTVeyesVocusVocusKarmaKarma

Millward BrownMillward BrownCyberalertCyberalertReport InternationalReport International

BaconBacon’’ssBurrelleBurrelle’’ssDevine Devine ReutersReutersFactivaFactivaThompsonThompsonHooverHoover’’ssLexisLexis--NexisNexisMoreMore

Some Suppliers: Some Suppliers: Content/Automated/Interpreters/Content/Automated/Interpreters/


One DashboardOne Dashboard


““Killer AppsKiller Apps””Combination of publication reach and human Combination of publication reach and human determined ranking of importance to industry, determined ranking of importance to industry, company, goals.company, goals.Combination of articles rated on positiveCombination of articles rated on positive--neutralneutral--negative scalenegative scaleDirect calculation of PR contribution to returnDirect calculation of PR contribution to return--onon--investment (ROI) investment (ROI) Linked to customer relationship management Linked to customer relationship management systems (CRM)systems (CRM)

More to comeMore to come……..


Research Questions Research Questions Using MetricsUsing Metrics

How seriously is a new product launch How seriously is a new product launch being taken in the industry?being taken in the industry?GLOBAL: What are NGOGLOBAL: What are NGO’’s doing to the s doing to the industry in Manila?industry in Manila?Can you measure the ROI of adv. and Can you measure the ROI of adv. and PR?PR?Do you need to see if leaders are on Do you need to see if leaders are on message message –– daily?daily?


Pithy case examplesPithy case examplesCan Dell monitor their management team on a daily basis Can Dell monitor their management team on a daily basis to see if they are on message?to see if they are on message?How can McDonaldsHow can McDonalds’’ or Bank of America measure the PR or Bank of America measure the PR contribution to sales of a new product.?contribution to sales of a new product.?With over a billion With over a billion ““hitshits”” how does Harleyhow does Harley--Davidson define Davidson define & monitor their PR success?& monitor their PR success?Can a firm hold their reputation position by media Can a firm hold their reputation position by media analysis?analysis?How does a large law firm assess their global potential?How does a large law firm assess their global potential?To launch new restaurants into new cities how can To launch new restaurants into new cities how can Potbellies analyze local opportunities and competitors?Potbellies analyze local opportunities and competitors?How can VeriSign keep a pulse on new privacy issues and How can VeriSign keep a pulse on new privacy issues and trends to protect customers?trends to protect customers?


Course/Course/Topical Value in PRTopical Value in PR

Media RelationsMedia Relations

Marketing PRMarketing PR

Issues Issues ManagementManagement

Crisis Crisis Management Management

Investor Investor RelationsRelations

Competitive Competitive AnalysisAnalysis


““NonNon--MBA MetricMBA Metric””Link to salesLink to salesSales lead generationSales lead generationMindshareMindshareWeighted MindshareWeighted MindshareMindshare Over TimeMindshare Over TimeMindshare ComparisonMindshare ComparisonMentions by Content TypeMentions by Content TypeMentions by RegionMentions by RegionMentions by IndustryMentions by IndustryMentions by Publication TypeMentions by Publication TypeMentions by Publication ListMentions by Publication ListMentions Over TimeMentions Over TimeCompany on the RiseCompany on the RisePeople in MentionsPeople in MentionsCompanies in MentionsCompanies in MentionsBrowse MentionsBrowse MentionsTop PublicationsTop Publications

Favorable PublicationsFavorable PublicationsZero Mindshare PublicationsZero Mindshare PublicationsTop AuthorsTop AuthorsFavorable AuthorsFavorable AuthorsZero Mindshare AuthorsZero Mindshare AuthorsSentimentSentimentAverage Sentiment Over TimeAverage Sentiment Over TimeSentiment Over TimeSentiment Over TimeToneToneMy ReportsMy ReportsWeighted MindshareWeighted MindshareImpact of CompanyImpact of CompanyImpact of CompetitorsImpact of CompetitorsMentions Month to DateMentions Month to Date


Tracking Issue Groups: Digital Tracking Issue Groups: Digital Music Media Signal of Reach Music Media Signal of Reach

and Prominenceand Prominence


Topic RankingTopic Ranking


Competitive Analysis: Competitive Analysis: MindshareMindshare


Competitive Analysis: Reach Competitive Analysis: Reach TrendTrend


Competitive Analysis: Competitive Analysis: ProminenceProminence


Tone: AppleTone: Apple


www.criticalmention.comwww.criticalmention.com


Research RecommendationsResearch Recommendations

Conduct Conduct ““rere--analysisanalysis”” of data for post event of data for post event insightsinsightsLearn to use descriptive data from services and Learn to use descriptive data from services and then develop predictive models then develop predictive models Create access for academic researcher of these Create access for academic researcher of these systems, grants, contributions, partnerships.systems, grants, contributions, partnerships.Meet with industry to develop new applications Meet with industry to develop new applications and test them.and test them.Much moreMuch more……..


Thank youThank [email protected]@northwestern.edu

Clarke Caywood, Ph.D.Clarke Caywood, Ph.D.Department of Integrated Marketing Department of Integrated Marketing Communications, Medill School, Communications, Medill School, Northwestern UniversityNorthwestern UniversityGraduate Programs in Corporate Public Graduate Programs in Corporate Public Relations, Direct and Database Marketing Relations, Direct and Database Marketing and Advertising/Promotionsand Advertising/Promotions


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