Your campaign cycle is complete and it’s time to evaluate results. But how do you measure whether it delivered when the target itself is moving? Answer: by looking beyond the numbers and into the "deep data" of individual commentators and publications.

Drilling down deep can reveal useful information. A leap in awareness may be attributable to a single journalist – and that large gain may mask small falls elsewhere. Proper analysis of results means looking at data in many ways: by number of mentions, range of topics, positivity and negativity of contributors ... and the edge cases, where journalists are openly advocating or opposing your brand.

That’s how i.d can help: zooming in on the details that a big-picture view can miss. Over time, these trends turn into a mine of information about your brand, your competitors, and your sector. Turning media metrics into true business intelligence. Contact i.d for how to do it.