Carma's new web service lets users analyze coverage

WASHINGTON: Carma International has introduced Carma Online, a web tool that gives clients the ability to perform their own analysis of press coverage with research conducted by the media-content analysis company.

WASHINGTON: Carma International has introduced Carma Online, a web tool that gives clients the ability to perform their own analysis of press coverage with research conducted by the media-content analysis company.

"This is really a companion service that allows [clients] to access all the research we are doing for them," said Jennifer Hoffmann, VP of Carma. "It's not a do-it-yourself software tool that we're pushing out."

Users of Carma Online will be able to search press coverage by subject, time frame, publication type, company, circulation type, and country. The software then generates a chart showing volume of stories and favorability rating, which can be printed or downloaded onto a spreadsheet.

In addition, users can obtain information on their shares of voice in the media. Other functions include the ability to search by journalist and spokesperson.

Previously, Carma's online account manager offered a more static solution, Hoffmann said, giving clients access to completed research reports, but not the ability to conduct cross-tabulating searches.

"This allows for much more complex querying," she said. "It's really become a vital part of doing measurement."

Hoffmann said the service, which took six months to develop, is available free of charge to current Carma clients.

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