Unfit Metrics

Take basic words like amp8216vieweramp8217 or amp8216reachamp8217 What do they actually mean Why canamp8217t we agree on a set of common definitions Surely if theyamp8217re to be useful the same word should mean basically the same thing whichever media form itamp8217s applied toSometimes the issue is less to do with what something means as with its relevance It is dangerous to assume a word means what you want it to mean or that its relevance has survived the shifting of tectonic platesWhen I was an active planner SoV shareofvoice was a big dealUnderstanding competitorsamp8217 creative and media activities was a standard feature of every campaign evaluation forcing me to consider what others were doing These evaluations made us raise our eyes from our own assumed brilliance to learn from othersSoV was also considered as an input to plans amp8216We aim to maintain increase our shareofvoiceamp8217 read far too many briefs This assumes the planner possesses some magical predictive power enabling foresight into what competitors were planning How else could a plan predict a shareofvoiceMany studies advocate spending ahead of shareofmarket Excess shareofvoice is necessary to build market share Retrospectively this may be so but how can it be planned forThe biggest problem with shareofvoice as a retrospective metric is that it relies on available adex or analysable audience data That made some sense when the majority of most major brandsamp8217 media spend was on media forms where brand expenditure and exposure data was collected and reported upon across the industry Media forms like TV or pressBut that is no longer the case Owned and retail media forms are growing as are online channels where data is limited nonexistentSo shareofvoice is based on data from media forms that no longer represent anything like the majority of a brandamp8217s communication focus It doesnamp8217t include most of the places where brands spend their budgets Drawing conclusions from it can be highly misleadingIt makes more sense to examine activity from the other end of the telescope moving from whatamp8217s transmitted to whatamp8217s receivedThe IPA has recognized the importance of owned media and has worked with MESH Experience on why owned channels are so important and how to create tools to measure themThis allows brand owners to assess the relative importance of all relevant communication channels amp8211 from paidfor advertising channels through retail media to owned websites vehicles or shop windowsIn her IPA work MESHamp8217s Fiona Blades demonstrates how MESH is able to calculate an Experience Impact Score EIS for all brands within a category A little like a commsfocussed NPSIt would make a lot more sense to consider shareofexperience SoE over SoV as a metric in evaluating competitive activitiesSoE allows brands to look solely at paidfor ad media or indeed owned or earned channels it also highlights the means used by competitive brands so that particular and specialised techniques can be used to examine a particular brandamp8217s use of a particular channelIn every case the data is based on whatamp8217s received and whatamp8217s noticed And if it isnamp8217t noticed why does it matter anywayShareofvoice has been useful itamp8217s time to lay it to restThis piece was originally published in the Media Leader on February 6thPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Unfit Metrics

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Brian Jacobs

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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Unfit Metrics

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