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  • Recent Posts: Kea SageCircle

    AR Classics: Identifying and Measuring Impact and Influence

    AR Classics: Identifying and Measuring Impact and InfluenceHow can analysts in non-traditional, freemium, analyst firms prove their value, and how should analyst relations professionals respond to their growing impact? Until analysts start to track their impact in the fullest way, they will always be underestimated by suppliers in the high technology and telecommunications industries. Back in 2015, when this was posted, Edelman’s Read more about AR Classics: Identifying and Measuring Impact and Influence[…]

    Investor relations head takes over AR at Tata

    Investor relations head takes over AR at TataThe IIAR is discussing a big surprise: one of the big 3 IT services brands just put its analyst relations (AR) under the control of its head of investor relations (IR). It would be unimaginable in most firms, and perhaps Tata Consultancy Services (TCS) is one of the few firms that can do that well. Tata Sons’ Read more about Investor relations head takes over AR at Tata[…]

    Peter O’Neill joins Kea Company as Research Director

    Peter O’Neill joins Kea Company as Research DirectorLONDON. February 1st 2018 — Longtime industry analyst Peter O’Neill has been appointed Research Director by Kea Company, the world’s largest analyst relations (AR) consultancy. O’Neill was previous research director at Forrester Research, leading the firm’s services for analyst relations professionals as well as research for B2B Marketing professionals.   At Kea Company, O’Neill will Read more about Peter O’Neill joins Kea Company as Research Director[…]

    AR Classics: Barbara French on how to grab an Influential Analyst’s Attention

    AR Classics: Barbara French on how to grab an Influential Analyst’s AttentionBarbara French’s Grab an Influential Analyst’s Attention: 3 Secrets & 4 Tips helps companies to avoid some of the most common errors in analyst relations. We especially appreciated these points in the article. Marketers can use analysts and analyst research to add credibility to their businesses without ever having the analyst specifically endorse their company. Read more about AR Classics: Barbara French on how to grab an Influential Analyst’s Attention[…]

    What research users can learn from analysts’ use of competitors’ analysis

    What research users can learn from analysts’ use of competitors’ analysisFor the first time, Kea Company is making reports from our Leaders Service generally available. The first discusses what research users can learn from analysts’ use of competitors’ analysis Although our Analyst Value Survey reports and Firm Awards exclude many analysts’ responses, this supplementary analysis suggests that many analysts are regular uses of research produced by Read more about What research users can learn from analysts’ use of competitors’ analysis[…]

How third parties can help with data collection

AR Metrics & MeasurementAs was mentioned in Out-tasking AR Activities, measurement work is a prime candidate for out-tasking. There are various firms that can assist AR programs with measurement program design, gathering, and analyzing data. Some examples include: 

Measurement program designSageCircle has proven intellectual property and templates to help AR teams set up practical and effective measurement programs.

ARchitectTM ARinsights‘ collaborative application and integrated database makes data collection, querying, and reporting easy. AR practitioners can accomplish in seconds what used to take hours of manual effort. SageCircle strategists are experts in how to leverage ARchitect as part of a measurement program.

Spoken Word Audits A variety of firms provide services which are similar to SageCircle’s suggested technique for Spoken Word Audits. The Spoken Word Audit uncovers what analysts are saying about your products/services to end-users during one-on-one inquires so you can gauge how well the analysts understand your messaging and market positioning.  It is also a tool to learn what they see as your strengths, weaknesses, and opportunities vis-à-vis competitors.  The Spoken Word Audit Program also includes performing analyst surveys at regular intervals to track and report on an AR program’s performance over time. SageCircle strategists can provide background and tools on this technique if you want to do them in-house or discuss the firms that offer this service.

Written Word Audit – A variety of firms offer Written Word Audit services. Written Word Audits measure analyst perceptions of your company relative to competitors as expressed through their written communications such as research, publications, or published quotes.  These are analyzed using three key factors-exposure, focus and perception-to determine relevance and net impact of the written word.  The Written Word Audit Program also includes performing analyst surveys at regular intervals to track and report on an AR program’s performance over time. SageCircle strategists can provide background and tools on this technique if you want to do them in-house or discuss the firms that offer this service.

AR Strategic & Tactical Plan Builder Workshop – SageCircle’s intensive one or two-day workshop develops, prioritizes, and defines actionable and measurable AR goals, aligned with corporate goals, and focused on meaningful, measurable business results.  This workshop lays the groundwork for an extensive measurement plan.

Bottom Line: AR staff has to be ruthless about managing its time. If budget is available, labor-intensive activities like gathering data for measurement programs should be turned over to contractors or your PR firm. However, monitoring and supervising these outside resources is a critical success factor for out-tasking and should be part of the overall AR plan.

Question: Have you out-tasked measurement data collection? If so, what do you think of your third party service provider?

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