Meltwater’s new, unified Paid, Earned and Owned dashboard will give marketing and PR teams a holistic understanding of their brand across all channels.
The new dashboard will show how omnichannel marketing efforts are working together to drive engagement and exposure. It also means campaigns can be adjusted to optimise impact.
The Paid, Earned and Owned dashboard will allow marketers to determine the effectiveness of their messaging, easily evaluate multi-channel campaign performance and optimise ROI by analysing impressions alongside ad spend.
Georgina Bitcon, enterprise solutions director at Meltwater Australia, said: “Marketing and PR campaigns shouldn’t run in silos, yet multi-channel activities can make it seem like they do, with multiple challenges in trying to monitor and track success.
“Meltwater’s new Paid, Earned & Owned dashboard solves this problem by providing a unified view of all external relations performance even with the most complex and wide-ranging campaigns.”
Meltwater’s technology captures content from more than 270,000 global news sources, social media platforms, forums, blogs, print publications, broadcasts, and podcasts. Over 800 million pieces of new content are processed every day, with more news sources continually added.
The integration of Paid and Owned social media reporting makes this new solution the first of its kind. Meltwater’s recent acquisition of DeepReason.ai is one of the tools that will analyse this vast amount of data, feeding sophisticated insights and data visualisations to customer dashboards.
“This takes media intelligence to a new level. We’re analysing more sources and channels than ever before, while also making the reports and results much more accessible and strategically useful to our customers. Paid, Earned & Owned is an exceptionally powerful tool that’s also easy to use for any marketer or PR professional,” said Bitcon.
Meltwater aims to help companies make better, more informed decisions based on insights and believe that business strategy will increasingly be shaped by insights from online data.
More than 2000 companies use the Meltwater media intelligence platform across ANZ to stay on top of billions of social media conversations and track hundreds of thousands local and international online news publications.
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Top image: Georgina Bitcon