Accessing & Understanding Earned Impact Data and Charts Overview

Last Modified on 02/27/2023 10:45 am CST

Earned Impact Data and Charts Overview

The Next Generation Cision Communications Cloud has developed tracking technology to help you understand the Impact of Earned Media across the internet. Because of this, we’re able to identify validated individuals or audiences who consume designated Earned Media: their demographics, firmographics, and most importantly the content that drove them to take action and impact on your bottom line. By compiling this data into intelligent reports and dashboards, you can now access unprecedented insights on your company’s Earned Media efforts.  

Sections in this Article:

 

Access Earned Impact Data: 

  1. Click the Analytics tab on the toolbar. 
  2. Select the Impact option.
    Accessing Earned Impact Data

Once you arrive on Earned Impact page, you will see a tile for each Earned Impact search with an overview of the data gathered by the search and the:

  1. Quantity of URLs that can be consumed by all Earned Impact searches over the 
  2. Default of the past 7 days (this date range can be changed in the upper right hand corner). 

Note: The number of Earned Impact Searches and quantity of URLs are variables determined by your contract with Cision. To adjust your Impact for Earned Media package and add more searches or URLs, please contact your Account Executive or email support@cision.com.

Impact for Earned Media Home Page

Information to Note Regarding Your Search Quantity

1. URL Quantity: As mentioned previously, the total number of URLs available is determined by your Next Generation Cision Comms Cloud contract. Your contract will determine an equal allotment of URLs for each 30 day period of your contract. As Earned Media content is found via an Impact search, this content is allocated towards the 30 day limit per each individual URL (meaning if ten articles are found from one outlet, that counts as ten URLs). That article will drop off to free up more space if it is no longer gathering data after 30 days. For example, if a large announcement was made on January 8th that brought in 200 URLs, the portion of these URLs that are no longer producing data will will drop off and make way for new URLs beginning February 8th.  It is important to note that search terms used to find these URLs are completely configurable ensuring you have control to adjust as necessary.

2. Search Quantity: The number of Earned Media Searches that can be activated is determined by your contract. You do not have to activate all available searches at once. Each activated Earned Media search is made up of its own search terms and will be portrayed by a widget on this page. The search terms for each are completely configurable; they have been set up initially by the Impact team and can be adjusted by our Support team. NOTE: Only activated searches will show on a widget panel.

3.  Access Our Support To Build More Searches: The final widget panel on the page will show how many Impact searches you have activated. As well, this panel has a link you can use to easily access support from the Impact team to set up additional impact searches.

Add Impact Web Conversion Analysis (if not already activated): Web conversions enable you to quantify the success of your program by tracking to your traffic to pages on your website, shopping cart, and other conversions. If you do not have web conversation set up and would like to being this process, please contact your Cision Account Executive.  During this process, we will generate tracking codes that your team can easily add to the HTML of pages on your website for which you want to see traffic.

Impact for Earned Media Search Statistics

Additional information on the Impact page includes a few statistics at a glance for each activated Earned Media search. NOTE:  When an Earned Media search is initially activated, it can take 48 hours to show data in its widget panel on this page.

  1. Verified Views: The total number of views across all URLs included in this Earned Media search. 
  2. Daily Unique Viewers: The number of unique users that view a URL included in the Earned Media search. This is the subset of Views that excludes any repeated views from the same person.
  3. Conversions: Total number of web events, or conversions to the company website, that instigated from any article within this Earned Media search over the date range applied in the upper right hand corner of the page. Web Events are not part of every Next Generation contract,  contact your Cision Account Executive to find out if your contract includes Web Events. Contact the Cision Support Impact Team for setting up Web Events - Support@cision.com.
  4. For a detailed breakdown of the Views, Conversions and more metrics, click anywhere on the search’s widget or use the arrow in the upper right hand corner of the panel.
  5. Use the icons at the top of the search tile to take a variety of actions including Managing Personas(Person icon),  Activating the search (Megaphone icon),  view the search data (arrow icon), or  remove the search (three ellipses icon).

Impact for Earned Media Statistics At a Glance


View Earned Impact Search Data Details 

To View Impact data for each Earned Media search:

1. Click the Analyze Tab on the top toolbar. 

2. Select the Impact for Earned Media option.

3. Click anywhere within the Earned Media search’s chart panel to open a dashboard of charts describing the Earned Media Impact Data.Accessing Earned Impact Data

4. Search Selection: If you open the the wrong search or simply want to move from one search's data to another, click the Three Lines icon in the upper left-hand corner.  This will display a panel of all Earned Impact searches so that you can choose the search for which you want to see data.

5. Export Report: Click on the Export Report button to export Earned Impact data from the platform into an Excel format. Once clicking the “Export Report” button, you will be prompted to choose which data you’d like to export.

6. Date Range Selector: By default, the dashboard of charts will show data from the past 7 days. You can change the dashboard to show data for different periods of time up to the past 90 days. When entering a custom date range, you can explicitly enter the start and end dates or use the calendar selection option. Custom date ranges can be established for any range up to the past 90 days.

7. Activate Audience: This tool allows you to re-target audiences who have recently engaged with your content. Click here to learn how to activate your Impact for Earned Media audiences.

Earned Impact Data Dashboard


Individual Earned Impact Charts

 Top Outlets and Top Articles Charts

Top Outlets ranks top-level domains with the highest number of Verified Views from each Earned Media search. This list considers the number of URLs found in the search from each top level domain and then ranks these domains by Verified Views per month.  The Top Outlets list, in general, will give you a good idea of which publishers have contributed the most Earned Media buzz on this search, and may help in formulating strategies for future outreach.

  1. Click on the See More link to drill down into the data.

Top Outlets Chart

Drill down into Top Outlets for more Details:

  1. The top 2 ranked outlets will be chosen by default (Green vertical bars to the left of the outlet name let you know which outlets are selected). NOTE: Only 2 outlets may be selected at one time.
  2. Deselect and Select outlets by clicking on the outlet name.
  3. The list of articles under the graph pertain to the selected outlets.
  4. The number of views over the time range selected will be plotted on the graph for each outlet.
  5. Hover over any specific data point on the graph to see a tool tip to indicate the number of total views for the selected outlets for that date, along with the number of articles contributing to those views for that day.
  6. Click on a specific data point for a specific day and the list of articles below the graph will be filtered to only show articles that received views on the selected day. To remove the filter, click on any blank space in the graph.
  7. Click on a single article in the table to review more performance data for that article.
  8. Click on the Export button for a .csv report of Outlet, Number of Views and Timeframe of the report.

NOTE: If you select 2 outlets, then change the date range, the ranking of the outlets will reorder to reflect the top outlets by views for the new chosen date range. Select your date range, then select the two outlets if you do not want to review the top two outlets for that day.

Top Outlets Chart Drill Down Details


Top Contributing Articles displays a list of the articles, sorted by those with the greatest to least views, that have come in through the Earned Impact monitoring search. 

  •  Within this list you will find:
    1. Each article listed in a row with headline, outlet name and date of publication.
    2. On the right side of each row, you will find the article's number of  Total Views and percentage that the article's Total Views represents among all views for all articles coming in through the Earned Impact search.
    3. Click on the See More link in the upper right hand corner to see more data about each article.

Top Contributing Articles Chart

Drill down into Top Contributing Articles Chart for more details:

  1. This dropdown enables you to select the date range of the data you are interested in viewing. The dropdown includes the ability to choose a variety of options including 7 day, 30 day, 90 day, or a custom date range.
  2. Using the left hand panel, click on the article for which you want to see data.
  3. Click on the headline to open the article on the outlet's website.
  4. Performance Snapshot will show the article's number of Total Views, its number of Daily Unique Viewers from among the total, and  percentage that the article's Total Views represents among all views for all articles coming in through the Earned Impact search.
  5. Click on the Download icon to export a CSV file of the Daily Performance of the article in terms of Total Views and Daily Unique Viewers.
  6. Click on the Square and Arrow icon to open the article on the outlet's website.
  7. View the Performance Snapshot information within the Attribution Chart.
  8. The number of views for the article over the time range selected will be plotted on the
    graph.
  9. Hover over any specific data point on the graph to see a tool tip to indicate the number of total Views, Unique Viewers, and Percentage of Search Views for that specific day

Top Contributing Articles Chart Drill Down

Web Events analyze your Earned Media audience’s interaction with your corporate website. Whether an audience member clicks through a direct link or indirectly arrives at your website up to 90 days later, these metrics will prove traffic that initiated from this specific Earned Media search. Typically, these metrics align with website calls-to-action and can be customized per client. 

Note:  Web Events must be part of your contract and  implemented correctly  by our Support Impact Team to be displayed here. Please contact your Account Executive or please email support@cision.com to find out if your contract includes Web Events. Contact the Support Impact Team to set up all Web Events at Support@cision.com.


Demographics and Firmographic Charts

The individual and household demographics as well as firmographic information about your audience follow the Top Contributing Articles Metric.

While the individual demographic section will display by default, you can easily toggle to see household and firmographic information within this portion of the page.

Individual Demographics Chart

To learn demographic information about the individuals in your audience:

  1. Select Individual Demographics as the Audience.
  2. The left hand panel lists the charts of individual demographic data that can be viewed. Select a chart from the panel.
  3. As you select an individual chart, the right hand panel will show the selected chart with data.

Individual Demographics Chart

Below are descriptions for the Individual Demographic charts:

  • Gender Demographics: The gender chart will show a breakdown of the audience by gender (male, female). 
  • Age Demographics: The age chart will show a breakdown of the audience by gender (male, female). The age chart will describe the audience bracketed by decade for individuals 18+: 18-19, 20-29-, 30-39, 40-49-, 50-59, 65+).
  • Life Stage Demographics: The life stage chart breaks down the audience by stage of life: Gen Y (1980-2000), Gen X (1966-1979), Jonesers (1954-1965), Baby Boomers (1946-1953), Silent Gen (1925-1945), Elders (1910-1924).
  • Marital Status: The marital status chart describes the audience by category: Married, Not Married, Single, Separated. 
  • Education Demographics: The education chart describes education range: Grad Degree, Ugrad Degree (Undergraduate), Some College, High School, and Other. 
  • Employment Status: Employment status contains users who are 1) employed, 2) homemaker, 3) job seeker, or 4) Retired.
  • Estimated Net Worth: Estimated Net Worth contains people with the specified estimated net worth.

Household Demographics Chart

To learn more about Household Demographics for your audience:

  1. Select Household Demographics as the Audience.
  2. The left hand panel lists the charts of individual demographic data that can be viewed. Select a chart from the panel.
  3. As you select an individual chart, the right hand panel will show the selected chart with data.

Household Demographics Chart

Below are descriptions for the Household Demographic charts:

  • Household Size: Household size contains people who live in a household with the specified number of people present (1; 2; 3+). Property Type contains people who live in a property of the specified type. (Single Family; Multiple Family).
  • Gender of Children: Gender of Children contains people who live in a household with children of the specified gender (Females; Males).
  • Age of Children:  Age of Children contains people who live in a household with children within the specified age ranges (0-2; 3-5; 6-10; 11-18).
  • Number of Children:  Number of Children contains people who live in a household with the specified number of children present (1, 2, 3+).
  • Family Position:   Family Position contains people with the specified family position. (Female Head of Household; Male Head of Household).
  • Property Type: Household size contains people who live in a household with the specified number of people present (1; 2; 3+). Property Type contains people who live in a property of the specified type. (Single Family; Multiple Family).
  • Income: The income chart will show a breakdown of the audience by bracket: $0-29K, $30-59K, $6-59K, $60-99:, $100-149K, $150-249, >$250K.
  • Wealth Decile: Wealth Decile contains people in the wealthiest xx% of households (by 10% increments).
  • Median Home Value: Median Home Value contains people who own a home with the specified home value. 

Firmographics Data Chart

To learn firmographic information about your audience:

  1. Select  Firmographics as the Audience.
  2. The left hand panel lists the charts of individual demographic data that can be viewed. Select a chart from the panel.
  3. As you select an individual chart, the right hand panel will show the selected chart with data.

Firmographics Data Chart

Below are the Firmographic charts metrics:

  1. Roles:  The role chart will describe the audience by role such as Board Member, Business Owner, C-Level Executive, President, VPs, Front-line Managers.
  2. Decision Maker Firmographics:  The decision makers chart will show the share of audience members by departments such as  Finance, IT, Sales & Mkt, and Small Business. 
  3. Company Age: Company Age contains people who work at companies with a specified age.
  4. Company Size: The Company Size chart will break down the audience by the number of employees for the company where the audience individual works. 
  5. Sale Firmographics: The sales chart will describe the audience by revenue bracket for the company where this individual works. 
  6. Industry and Occupation Firmographics:  The industry chart will break down the audience by top area industry and occupation brackets such as Transportation & Logistics, Telecommunications, Science & Engineering, Education, Legal, and Business & Financial. 
  7. Past Technology Purchases Firmographics:  This chart will describe the audience by their recent past technology purchases.

 Attribution Chart

Within the attribution chart, you can create custom personas to represent your target audiences with dozens of firmographic and demographic attributes. Creating Personas will enable you to understand with which audiences your earned media coverage is resonating. Once you have created a persona, you will be able to see the size of the audience the persona represents among all of those viewing your earned media search content. If you have web conversions as part of your subscription and enabled, you will also be able to see how many conversions can be attributed to each persona and the total audience. Click here to learn more about the earned Impact Persona Attribution Widget.

If you have not yet created any personas,  Click here to learn how to create personas using the Manage Persona button.

  1. Once personas are created, they will show in the Attribution chart. Within the chart, you can click on a persona and see the audience size viewing activity of the coverage over time. 
  2. The Manage Persona button can be used over time to edit, remove, or add personas.
  3. Once you have created personas, you will be able to see the both the Total Views and Daily Unique Viewers that can be attributed to the each persona and the total audience.
  4. If you have web conversions as part of your subscription and enabled, you will also be able to see how many conversions can be attributed to each persona and the total audience.
  5. If you see no results after you have created a persona, may need to change the date range as the views and web conversions may go back further than the last seven days. When specifying a date range, you can go back as far as 90 days.
  6. Click on the See More link to drill down into the Attribution Chart Data.

Attribution Chart

Drill down into the Attribution Chart for more details:

  1. Select whether you want Total Views and/or Daily Unique Views included in your chart.
  2. Select the timeframe for which you would like data and clips displayed.
  3. Review the Total Views and Daily Unique Viewers for the Audience Segment selected during the timeframe you set.
  4. Hover over any data point in the chart to see Total Views and Daily Unique Viewers for that date.
  5. Click on any data point in the chart to see the Articles associated with that time frame for the Audience Segment selected.
  6. Click the snippet of text, outlet name or author to see metrics related only to that article , including the Performance Snapshot and Attribution data for that article.
  7. Click on the Headline to be taken to the full article.

Attribution Chart Drill Down Details

Performance Snapshot and Attribution Data

Reporting on Earned Impact Search Data

To create a report inclusive of the Earned Impact Search data:

  1. Set the Time Frame for which you want to see data in the report. The option to set a date range can be found at the top of the page. By default, the time frame will be set to the past 7 days. You can select another date range as far back as 90 days. When using the Custom date range option, it is important to note that your Custom date range can only go back as far as 90 days as well.
  2. Click the Export button. 
  3. When the report is generated, you will have the chance to decide which metrics you would like to include in your report. You may also determine how many of the Top Articles coming in through the search for the specified date range should be included in the report. 
  4. The report will be created as a CSV file with a separate page tab of data for each chart. Click the page tabs to view the data in the report. 

Reporting on Impact for Earned Searches


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