The Weber Shandwick Collective (TWSC) launches earned impact value, a proprietary solution to measure business impact of earned media and creative effectiveness
The Weber Shandwick Collective (TWSC), the strategic communications and consulting network, today announced the launch of its proprietary solution built to measure the business impact of earned media and creative effectiveness. Earned Impact Value follows the findings from the business’s Earned Effect Study, conducted in partnership with the IPA. This study revealed that campaigns that generate sustained coverage and conversation over the long term tend to achieve more significant business impact.
Using proprietary AI models, the industry-first tool holistically measures the impact of earned communications and creative effectiveness over the short, medium and long-term. The tool comprises three distinct products. The Earned Score assesses real-time effectiveness of media efforts over the short-term, focusing on a brand’s coverage and conversation. In the medium term, the Scenario Planner analyses quarterly impact scenarios, evaluating potential consequences of shifting brand priorities on reputation. In the long term, the Conversion Model examines extended impacts on business outcomes to guide strategic investments for maximum results.
Elizabeth Gladwin, Head of Analytics and Intelligence, Weber Shandwick EMEA said: “This marks an industry first and we are extremely proud to introduce Earned Impact Value in the region. We firmly believe that by embracing these emerging technologies and leveraging their capabilities, we can provide our clients with the best service and return on investment. With Earned Impact Value, we’ve directly attributed a 9% impact on business outcomes through earned media, showcasing an impressive ROI of 11.5, surpassing other channels. Additionally, we’ve demonstrated an indirect boost of 28% in the performance of other media channels for a healthcare client.”
The Earned Impact Value solution reinforces the need for brands to make a cultural and emotional connection with their audience in order to create sustainable value and short-term impact.
The Weber Shandwick Collective combines Weber Shandwick’s earned, creative and data analytics capabilities with deep specialist expertise in digital and social solutions through its agencies Flipside and That Lot.