The era of big data brings with it the need for companies and organizations to have reliable and quantifiable analyzes of media impact. A demand that attracts actors of the most diverse origin: large and small companies, non-governmental organizations and associations. The work is in the hands of firms such as Onclusive, which was born this year after the purchase of Critical Mention and Kantar. The firm, which was born from a traditional activity of monitoring press appearances, has changed to use the data to detect trends.
Thus, it uses artificial intelligence for data management. “It’s a huge amount of information: press, radio, TV, social networks… artificial intelligence is used to filter, so that the client receives what has to be received,” explains Héctor Linares, CEO of Onclusive. “For example, if there is talk in the media and networks about the regulator of a sector, we analyze how that can affect the company that uses the services, and also the group of stakeholders that operates around it.”
One of Onclusive’s experiences was with the environmental organization Greenpeace. “There came a time when we decided to require more information about our presence in the media, apart from quantitative measurement,” explains Cristina Castro, who was once responsible for communications at Greenpeace. “The weekly reports had to include a reading regarding the tone, the sentiment that Greenpeace generates, in addition to other indicators.”
Another firm that has worked with this data is Kosmos, the company founded by Gerard Piqué that, among other sports and business activities, organizes the Davis Cup tennis tournament. “We were asked to measure the impact of sponsors within the Davis Cup brand, to find out what impact they have had and how. For its part, Kosmos needed to know its reputation in the media”, adds Linares. “We are measuring [a petición de Kosmos] Rolexes; computing the total news about the brand generated in different countries and media”.
The ONCE Foundation has also requested, to share with its employees, studies on the impact of the brand, for which the format had to be adapted. The Spanish Basketball Federation, for its part, has worked with Onclusive to measure its impact on the media and be able to negotiate with its sponsors based on the media impact of its brand.
