Implement Integrated Measurement For Both Your Above-the-line And Below-the-line Efforts

"The whole is more than the sum of its parts" Aristotle

Our perceptions and behaviour as consumers, investors, or other stakeholders in an organisation, are most often shaped by what we learn about that organisation from the many types of media to which we are exposed. And the repetition of these messages, over prolonged periods of time by these media sources, only serves to reinforce our views.

When it comes to the commercial world, advertisements introduce us to products, services and ideas, editorial reviews either confirm or contradict those advertising messages, and social media discussions add a further dimension to the mix from which we distil our thinking.

Cubit has found that in order to gain the most complete understanding of what is influencing stakeholders and the likely direction of this influence, it is necessary to study the full set of messages impacting on various audiences, regardless of the source. In short, the most thorough understanding comes from a fully integrated analysis, encompassing print, broadcast, traditional web, and social media, and from both paid and unpaid coverage.

Message trends emerging from various sources can be compared to those from others, and any or all can be correlated against attitudinal or behavioural shifts.

This enables Cubit to describe in simple terms, the "line of sight" that exists between media coverage as a leading indicator, and behaviour of one sort or another, as the ultimate lag indicator of opinion and reputation. The ability to create such a specific cause-and-effect model has proven to be a powerful tool for organisations wishing to use their communication resources to enact a shift in their market or reputational positions.

If you would like to discuss your integrated analysis requirements with one of Cubit's experts, please leave your contact details and we will respond to you within one business day.