Cision Adds New Metrics to Prove Value of Earned Media

In the US, media intelligence specialist Cision has expanded its attribution intelligence solution Cision Impact, to help communicators better align PR metrics with business results.

Recently acquired by an affiliate of global investment firm Platinum Equity, Cision offers software which allows users to identify key influencers, develop and distribute content, and measure campaign impact. Last year, it acquired social media insights and management company Falcon.io; PR analytics provider TrendKite; and Unmetric, which delivers insights from social media benchmarking, audience engagement and content performance.

The Cision Impact solution enables communicators to measure the impact of earned media and marketing programs, by better understanding how they are influencing buyer behavior. Communicators can see demographic, firmographic and engagement data for viewers of their earned media, and track conversions to web site traffic, inbound leads, shopping cart purchases and more. With the upgrade, Cision Impact can calculate the percentage of earned media audiences who engage with a company's owned content (web site, blogs etc); and understand when earned media audiences interact with owned content. Users can also access daily earned viewing data broken down by article, outlet and journalist.

CMO Maggie Lower (pictured) comments: 'The number one challenge and opportunity for communicators is showing their executive team and other stakeholders how the company's PR efforts connect to the bottom line. Our latest enhancements to Cision Impact provide deeper data on reach and engagement of earned media to demonstrate true ROI and shine a spotlight on the importance of investment in PR'.

Web site: www.cision.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.