Diana Marszalek 22 Jan 2021 // 1:46AM GMT
NEW YORK — Omnicom Public Relations Group has launched a new analytics platform that aims to help communicators gauge the effectiveness of earned media on business outcomes.
The platform, omniearnedID, brings new analytics capabilities designed to round out pertinent traits of consumers groups, and how their consumption of earned media drives sales.
The platform is a PR-specific expansion extension of Omni, the insights platform the holding group launched two years ago for agencies across disciplines.
Omnicom Digital CEO Jonathan Nelson said the platform provides PR firms with long-needed, but elusive, insights regarding the effectiveness and value of earned media. OPRG agencies include FleishmanHillard, Ketchum, Porter Novelli and Marina Maher Communications.
“We need to make everything accountable,” he said.
Specifically, the platform is designed to address the following challenges: proving the impact of earned media based on sales and brand health; quantifying the business impact of influencer campaigns; assessing the reach of a potentially damaging article or blog post;
analyzing anonymized information about who is consuming earned media; and understanding current cultural trends and predicting future trends.
Mary Elizabeth Germaine, Ketchum’s managing director of global research & analytics, said that omniearnedID has already been effective in helping clients hone campaigns.
A beauty company, for instance, found that three out of 10 influencers promoting a product were driving the bulk of sales. Healthcare companies have learned whether physicians exposed to information about particular drugs are more likely to prescribe them, she said.