PAN Communications unveils measurement tool

BOSTON: PAN Communications has launched a measurement service to provide insight on brand and campaign performance.

BOSTON: PAN Communications has launched a measurement service to provide insight on brand and campaign performance.

The platform, called PANoptic, combines competitive analysis, audits, website analytics, SEO integration, and campaign evaluation. It allows brands using the tool to adjust campaigns in real time based on measurement results, instead of waiting until the end of a month or quarter.

PAN developed the system in-house in response to client struggles with data analysis, said EVP Mark Nardone. After testing PANoptic with a few companies, the agency is rolling it out to the market.

“Companies were saying, ‘We have all this data, but what does it mean to me?' They couldn't get a single view,” Nardone said. “With this, they can tweak or readjust programs on the fly so they know the investment they're making is worthwhile.”

PANoptic is available in three levels: standard, advanced, and premium. The standard level offers basic metrics on factors such as media coverage and sentiment. The advanced level includes competitive analysis, showing snapshots of how a brand is performing competitively in its industry. In the premium tier, the service includes analysis helping with crisis preparedness. The tool is also customizable based on client needs, Nardone added.

Using a combination of external applications and agency insight, the platform examines a range of shared, owned, and earned media, he said.

“We knew we needed to rebuild our measurement program because business is moving toward data-driven,” Nardone said.

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