Omnicom Launches Earned Media Impact Analysis Tool

In New York, Omnicom Public Relations Group (OPRG) has launched a patent-pending comms analytics platform called omniearnedID, to understand the impact of earned media on brand sales.

Built on the parent group's marketing and insights platform Omni, the new omniearnedID platform provides anonymized information about the individuals who are consuming and reacting to a brand's earned media content, and then links them to measurable business impacts such as sales and brand reputation. The solution brings together OPRG's global communications expertise with dozens of data sources and technology from Omni. It can be applied to any industry, such as consumer packaged goods, technology, and health and wellness, as well as any communications discipline, including corporate reputation, crisis communications and influencer relations.

Designed to comply with global data privacy regulations, omniearnedID quantifies the business impact of influencer campaigns, while assessing the reach of a potentially damaging article or blog post. It can also be used to understand current cultural trends and predict future ones.

Jonathan Nelson (pictured), CEO of Omnicom Digital, comments: 'When we launched Omni more than two years ago, the platform was designed to be distributed across Omnicom and not siloed in any one agency or network. By migrating OPRG to the group's Omni platform, we are able to leverage data and directly link social to sales'.

Web site: www.omnicomprgroup.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.