PR Firm MWW Rolls Out 'Relevancy' Tool

PR giant MWW Group has launched a proprietary analytics tool to measure brand impact. The tool identifies makes a message or story relevant, and provides insight into how that message is shared among peer groups.

New York-based MWW specializes in helping its clients understand the conversations surrounding their brands, including consumer lifestyle marketing, digital marketing and social media, corporate comms and public affairs.

Instead of using historical data to measure messaging via ad equivalency or other standard metrics, the firm's new 'Net Relevance' tool offers the predictive ability to identify what matters to an individual, and how that relevance drives their inclination to act.

The solution is based on machine learning, and is updated continuously with input from millions of content items across a broad range of digital, social and traditional media - including peer-to-peer conversation.

Doug O'Reilly, Group VP of Research and Insights, comments: 'Our research has shown that relevance is the key to creating action. Now MWW can apply that data across all of our practice areas, to provide clients with tools and insights based on the key measures of what matters enough to drive actions.'

Web site: www.mww.com .