CHICAGO: Edelman has launched CommsTech Solutions, a service and series of tools that bring together data and analytics that the firm says will help communicators predict consumer behavior, reduce risk and quantify commercial impact.
Through Edelman's partnership with Cision, the agency has bolstered its capability for earned media analytics. The CommsTech service will give communications teams a way to measure the effect that messaging has on consumer decisions at the individual level.
The CommsTech team includes more than 50 advisers, data scientists, analysts, technologists and developers.
The demand for the technology has been amplified by the COVID-19 pandemic, according to Jim O’Leary, Edelman’s global corporate practice chair.
"With CommsTech, we can predict stakeholder behavior and reduce business risk, which is a high priority to our clients at the intersection of COVID-19, racial injustice and the election," he said. "We help clients generate leads and revenue that is quantifiable."
Edelman said the CommsTech Solutions package will let clients tailor analytics for a system that works for their individual needs. Its main offerings can be broken down into four services. TrustIQ aims to inform strategy through U.S. polls to understand what drives trust at the individual level. Comms360 helps evaluate trends through a dashboard of data aggregated from employees, investors, customers and activists.
The Earned Media Optimizer is a web-based software tool that ranks publishers and reporters by audience authority, relevance and engagement to predict which media are best to engage for a particular campaign. The Earned Direct service is a source for integrated measurement and activation of addressable audiences, built through retargeting stakeholders exposed to media coverage.
"CommsTech allows clients to generate leads for their organizations that they can then attribute revenue impact to, which in many instances was impossible to do before," O'Leary said.
CommsTech Solutions has been used by clients including Mitsubishi Heavy Industries and Hologic.
"We've been able to help many of our clients make a material impact for their businesses, and based on the feedback, we are very eager to have conversations about CommsTech with other clients," O’Leary said.