IQEM gains new data sources, national media credibility survey and new algorithm
The Media Exposure Quality Index (IQEM), a CDN proprietary tool, gained a more complete version. With investment in technology and innovation in its methodology, the new IQEM combines artificial intelligence with human intelligence to analyze, measure and value brand exposure in the press, social media, podcasts and videocasts in their most diverse formats.
The earned media measurement index measures results based on metrics that include the editorial exposure of brands in the media, taking into account the credibility of the vehicles, the quality of the content, the presence of customer messages, among other aspects, and not just the physical spaces they occupy in the media. Furthermore, IQEM can measure the effectiveness of PR actions, in a qualitative and analytical way.
Currently, the index has among its main clients companies and institutions such as Nestl, Ita, Febraban, Citi, Instituto Unibanco, Ocyan, Foresea, Furnas, Boehringer, Hospital Alemo Oswaldo Cruz, Mosaic and Porto, some for over 15 years.
The main capabilities of the new IQEM include:
- New intuitive dashboard: was developed to give customers more autonomy in the agile and assertive consumption of data;
- Clarity in KPIs: clearer understanding of communication metrics and results, with evolution data and a look at strategic dimensions;
- Valorao monetria: using new parameters, it makes the results of communication work through campaigns and actions tangible;
- Innovation in measuring key messages: index starts to compose and measure the adherence of messages and narratives projected by brands;
- Funnel classification and tags: in-depth analytical approach, complemented by classification with a level of specificity unparalleled in the market;
- National opinion poll: national research with news consumers assesses the credibility of vehicles and channels to understand the behavior of news consumption by Brazilians;
- Real-time audience: integrations with real-time and verified data sources;
- ROI: IQEM-V evaluates and measures the exhibition based on editorial prominence and protagonism in the exhibition.
We invested in the technological improvement of a measurement tool that reflects the current complex communication scenario. In the last 20 years, a lot has changed in the way people consume information. The new IQEM responds to these changes, comments Fabio Santos, CEO of CDN.
To consolidate this new version of IQEM, CDN relied on the expertise of data scientists, mathematicians, statisticians, designers, developers, project managers and programmers.
The new version, developed over the last two years, brings an effective combination of artificial and human intelligence to make tangible and monetarily value the results of brands’ communication efforts. Our objective is to give the client a tool capable of demonstrating and evaluating the results of their actions and allowing route adjustments, comments Fernanda Dantas, head of data intelligence & digital at CDN.
