Analytics service should end 2022 with 35% growth compared to the previous year
Public relations agency Ketchum launches its first proprietary tool based on data collected by the company over the last ten years, and now available to the market for brand reputation management. With Precision, more than seven thousand influencers were mapped.
The resource, already used by 16 customers, should help Ketchum boost the analytics service, which increased 25% from 2020 to 2021. The expansion is expected to reach around 35% by the end of this year, with machine updates learning.
The initiative was born from the need to measure the impact of the results obtained in the business from investments in communication and identify trends through social listening, in addition to helping with crisis management, in any market that has technology for data access.
It also monitors campaigns, including internal communication, for possible route corrections and follows up on matters related to the business or brand-sensitive agendas, such as gender, diversity and inclusion.
Intelligence shows who the creators are capable of building narratives that support business decisions, explains Caio Bamberg, CEO of Ketchum. The content affinity occurs according to the local or national cut. Businesses, content, publishers and creators are cross-referenced to indicate what works, ensuring delivery of visibility, reach and frequency.
The advisory work on insights and behavior analysis helped Havaianas, from Alpargatas, to choose an anime for a new fashion campaign.
The tool can be linked to the client’s scope, be contracted for a consultative project or acquired separately. But just collecting the data is not enough. Human intelligence put at the service of the client to correctly interpret the data according to the project objective.
Ketchum’s work collides with the promise offered by advertising. The executive sees proximity when looking at strategies that are currently centered on the audience’s behavior journey.
Before, the advertising proposal focused more on channels, while public relations agencies were more associated with press relations and media relations than reputation, compares Bamberg. But the structural business model is different.
Today, advertising continues to have its model more conditioned to paid media, while the public relations market builds narratives from organic, proprietary and shared media, differentiates Bamberg.
