• Recent Posts: Influencer Relations

    Your pitch to analysts isn’t just about your solution

    Your pitch to analysts isn’t just about your solution

    In pitches to analysts, there are many conversations going on. At one level, there’s a communication about the business solution. There’s also a conversation about the wider market and about the personal credibility of the participants. Sometimes the slides used in pitches are just excuses for the interaction. The slides are used to assess both the market vision of the firm and the […]

    KPMG pushes out 451 in 2017 Strategy Analyst Firm Awards

    KPMG pushes out 451 in 2017 Strategy Analyst Firm Awards

    For the strategic heavy lifting, executives are reaching out to a very wide range of advisors. Gartner heads up the list when we look at the Analyst Value Survey data to find the analyst firms most valued by people who work on strategy. It creates almost 19% of all the value being produced by analyst services around strategy (If CEB, […]

    Save the date for our Analyst Firm Awards

    Save the date for our Analyst Firm Awards

    This year we’re publishing our analyst firm awards more or less monthly. Please put the dates in your diary. If you’re a subscriber to the Analyst Firm Awards, you can also access a webinar for each of these events, held on the final Thursday or each month. January – Global January 18 – Outstanding reports February 17 – Strategy March 15 – Internet […]

    IDC could flourish after IDG’s sale to Chinese consortium

    IDC could flourish after IDG’s sale to Chinese consortium

    As we predicted in our April Fool’s Joke last year, IDC has been sold as part of a Chinese-led purchase that leaves CEO Kirk Campbell at the helm. IDG Capital will take control of the IDG Ventures; China Oceanwide will control IDG and most of IDC, and an independent trustee will take control of IDC’s High Performance Computing (HPC) practice, […]

    Kea Company acquires UK analyst relations consultancy Active Influence

    Kea Company acquires UK analyst relations consultancy Active Influence

    Merger consolidates Kea Company’s position as world’s largest analyst relations consultancy January 19, 2017. London — Kea Company, the world’s largest analyst relations consultancy, today completed its acquisition of Active Influence. Founded in 2010, Active Influence has helped many of the world’s largest technology companies to gain measurable business benefit from their relationships with analyst firms. Founder Richard East has become […]

Monitoring Analyst Opinion within the Context of Measurement

AR Metrics & MeasurementCounting analyst mentions is often an operational metric.  However, it is a very incomplete measurement because counting mentions typically does not consider the intensity, the exposure, the focus, the alignment, or the accuracy of the opinion; all critical factors in determining the net impact of an opinion on shaping market perception and influencing buying decisions. If you consider these other attributes it can become a form of performance metric  because it can demonstrate that AR reached out to the analyst and communicated information for them. 

In order to move beyond an at-best tactical performance metric such as counting mentions to something more strategic, AR needs to elevate its focus by tracking opinions and data points (relevance, perception, net impact, etc.) over time on a more regular basis.  Monitoring opinion can help AR understand the effectiveness of its work by tracking whether opinions are improving over time. For instance, merely counting that there were 20 quotes per quarter in Q1, Q2, Q3 and Q4 indicates little on AR effectiveness. However, tracking that overall opinion in those four quarters went from very negative in Q1 to negative in Q2 to neutral in Q3 and positive in Q4 shows that AR has been very effective in understanding the positions of the analysts and presenting the company’s case to them.

It is our recommendation that AR programs do not settle for simply counting mentions in the press and research notes, but move to include analyst opinion monitoring. However, in the spirit of making data collection practical, this does not mean that AR has to shoulder the burden of a labor-intensive task. Luckily, there are resources to which analyst opinion monitoring can be out-tasked. If you would like more information about how to out-task opportunities for data collection, SageCircle Advisory clients are encouraged to schedule an inquiry with a strategist to discuss the various service providers like ASG, H&K, KCG and Lighthouse. (Editor’s Note: While SageCircle does provide best practices, SageToolsTM and advice to help AR clients implement effect measurement programs, we are not a measurement service provider.)

Recently, we have been exploring the issue of AR measurement programs in the SageCircle blog. However, the blog is not the only forum in which we have explored this issue. In the Online SageContentTM Library, the pages in the section “Metrics – Measuring Analyst” does an excellent job of explaining that analyst opinion monitoring is much, much more than counting the number of “mentions” in written research and analyst quotes in the press.

Bottom Line: Moving from counting mentions to monitoring analyst opinion is a perfect example of how a tactical performance metric can be replaced by a strategic performance metric.

Question: What metrics are you using to monitor analyst opinion?  Do you use services to perform any data gathering?

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