After more than two decades of measuring results and analyzing the exposure of the main brands in Brazil, the Media Exposure Quality Index (IQEM), a pioneering tool in measuring earned media in the country, it launches an even more complete version. With the largest database, IQEM now combines artificial intelligence with human intelligence to provide a precise and detailed analysis of brands’ exposure in the press, social media, podcasts and videocasts in their most diverse formats.
IQEM evaluates the editorial exposure of brands in the media, taking into account the credibility of the vehicles, the quality of the content and the presence of the client’s messages, going beyond simple space occupation. The index can also measure the effectiveness of PR actions, in a qualitative and analytical way. The tool has been fundamental for companies and institutions such as Nestle, ItaFebraban, Instituto Unibanco and others over these more than 15 years.
Now, all this expertise It becomes even more robust with updates to the tool, which provide more autonomy and a consolidated view for customer decision-making.
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. Furthermore, we have deepened the ability to measure the efficiency of the strategies adopted, which is very useful for planning new actions, comments Fabio Santos, CEO of CDN.
The new IQEM was developed with the collaboration of data scientists, mathematicians, statisticians, designers, developers, project managers and programmers to provide an even more accurate and effective tool.
We research and delve deeper into the national and international market. The new IQEM incorporates the best practices in the communication measurement market. 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 & Digital Intelligence at CDN.
In addition to serving major brands, IQEM has already contributed to the analysis of major events, such as the Lollapaloozao Rock in Rio and the LGBT+ Parade, and has also addressed current and relevant issues, such as the study on ESG in the media, which is already in its 2nd edition. Come and find out what changed in the index:
New intuitive dashboard
Developed with a focus on the user experience, the new dashboard offers more autonomy to customers to consume data quickly and assertively;
Clarity in KPIs
Key Performance Indicators (KPIs) are now clearer, offering a precise understanding of communication metrics and results, with evolution data and insights on strategic dimensions.
Valorao monetria
IQEM now makes the results of communication work tangible, allowing brands to understand the value of their campaigns and actions;
Measuring key messages
In addition to evaluating exposure, IQEM now measures the adherence of messages and narratives projected by brands;
Funnel classification and tags
It offers an in-depth analytical approach complemented by highly specific classifications, and provides unparalleled insight into the market;
National opinion poll
A national survey of news consumers measures the credibility of media outlets and communication channels, providing insights about the behavior of news consumption in Brazil;
Real-time audience
With integrations of verified and real-time data sources, IQEM offers even more accurate measurement parameters;
ROI
IQEM-V evaluates and measures the exhibition based on editorial prominence and protagonism in the exhibition, going beyond subjective metrics.
* Cover photo: Divulgao/CDN Comunicao
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