NEW YORK: MWW Group has launched Net Relevance, a measurement and analytics tool designed to gauge relevance and impact and help brands anticipate actions and outcomes among customer and stakeholder groups.
MWW developed the platform internally. It will use Net Relevance across practice areas, with a focus on corporate reputation programs, grassroots, and public affairs issues campaigns, as well as consumer and b-to-b brand initiatives.
The firm will also use the platform to develop digital strategies and content to ensure stakeholders can engage and act on provided content.
“It goes beyond traditional metrics to understand how content and individuals drive dialogue that ultimately contributes to a purchase, a recommendation, or an engagement with a particular brand, service, or product,” said Michael Kempner, president and CEO at MWW. “This measures more than just trust; it also measures relevance.”
MWW will customize analytics for each client according to individual need, based on program objectives and desired actions and outcomes.
“The single tweet or content post that generates dialogue down the line about a topic or brand is an indicator of higher relevance,” said Doug O'Reilly, VP and director of insights and research at MWW. “What it comes down to are what people are talking about and whether the dialogue is generating more dialogue down the line.”
MWW will update the product with input from across digital, social, and traditional media.