How to Choose the Best Communications Monitoring Solution for Your Company - Insurance Finances

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Vehicle monitoring solutions are not one size fits all. There are dozens of vendors and even more use cases, so start by figuring out what you want your vehicle monitoring platform to do. Are you looking to follow tradition and society or are you looking for strategic insights? When it comes to monitoring, measuring, and evaluating, listening to business information is very different from tracking mentions, so know your priorities.

Before you begin, ask the CEO or CMO what success looks like. “The only way to start a measurement program is to clearly define your goals,” says Katie Paine, CEO of Paine Publishing. “Nine times out of 10 they will say your goal is to protect their reputation. ”

To do that, you need to at least be able to capture and analyze what is being said about your company, your competitors, and the categories in which you compete so that you can determine your trust. What is popular news. It's hard to get your point across in a conversation if you don't know what people are talking about.

Traditional manual reading and general social coverage are pretty easy for startups, as there isn't much to be said. But for older brands, the challenge is digesting and summarizing a large number of articles and online conversations in real time, and then analyzing them with algorithms that don't make sense. keywords they are tracking.

When defining your goals, understand that if accuracy is mission-critical, you'll need to allocate enough resources to manually review your clips to determine broad beliefs.

AI in Vehicle Monitoring

Many media monitoring services claim they already have artificial intelligence capable of accurately analyzing news articles and social media posts by sentiment. They say their algorithms can automatically evaluate your reputation in real time.

But here's what you need to know. It's easy to count and score keywords in sentences for emotions. When you consider the many ideas, concepts, themes, and subtopics that can be included in an article, accurately interpreting emotions requires more than natural language processing. It is imperative to understand natural language.

While AI can help with language processing in narrow-scoped cases and specific goals, when it comes to multi-domain thinking, conventional reasoning, and natural language understanding, AI is still far from perfect. flawed, and according to most data scientists, it will probably be 40-50 years different until machines can process information at that level.

Also a very real chance that we will never be able to build machines that can reason as well as humans. According to Kai-Fu Lee, author of AI Superpowers the risk of displacing public relations specialists is one of the lowest of all professions.

PR won't be replaced by machines anytime soon . “It also cannot engage in cross-domain thinking about creative tasks or jobs that require complex strategy, where inputs and outcomes are not easily quantified,” says Lee. speak.

Eat steak, not pizza

Most services have access to the same traditional and social media feed, which is a square. Next, you apply a Boolean keyword filter to hone the right information. There, there is value to leverage narrow AI for entity-level sentiment assessment, conceptual article tagging, and geo-origin detection. And you can also try the relevance and sentiment filters. But be prepared in step three to check the accuracy of the last two steps.

Strategy insights lie at the intersection of communications and external data, which is why the ability to import content like call center transcripts and sales metrics is so important , so you can spot patterns and figure out how media performance correlates with revenue.

When looking at different media monitoring platforms, instead of just focusing on the breadth and depth of content or fancy AI filters, find out if the platform has the features and capabilities you need. to achieve your goal or not.

“Do you really need to broadcast? Because in my experience everything is online. Do you really need to spend the extra $24 ka year, because that is the price of it. Who will set up? Do you have a team of data scientists that can write Boolean or will you rely on them to do it? What about the report? Do you want automatic reporting or will you do it yourself? Many automated reports are nice, but do they represent value? ” asked Jonny Bentwood, Head of Global Data & Analytics at Golin.

Vehicle Supervisor Interview Questions

To help you evaluate vehicle monitoring platform providers, here is an open-ended list of questions you can use to stimulate exploratory discussions about the service:

• Does it have everything or just a piece of code?


• Does it receive photos and graphics?


• What stores do we need and does it capture them?


• If not, is it possible to add those stores?


• Is it social, traditional, and broadcast? What about podcasts?


• How many KPIs are available to choose from on your platform?


• How much historical data is accessible?


• Can I bring in third-party data and run the comparison?


• Can I bring in usage data from my social media profiles?


• Does it have language translation?


• Does it have image recognition so you can search images and videos for the logo?


• Does it measure KPIs around engagement?


• Does it understand virality, can I set my own spread parameters and how amplification of the virus is presented/displayed?


• Can I group the media that are most important to me?


• Are there advanced rule-based alerts that you can set up via email and text?


• Instagram is notoriously hard to follow. To what extent can they get those data? If they say they can get all of Instagram's data, they're either illegally collecting it or lying.


• Have you looked at the artificial intelligence class and rated specific articles for relevance or sentiment scores?


• Do they comply with copyright laws?


• Do they compensate customers for piracy on their part?

The two remaining things to ask about are referrals and user support. The biggest cost of changing the vehicle monitoring platform is the time it takes to train staff to make it easy to use which is important because it saves you money if everyone can figure out how to use it themselves. service.

But even with an intuitive interface, you still need support to get the most out of the platform's potential. Some platforms have dedicated customer success teams to help you get your service up and running properly, so find out what kind of referral service and if structured, ongoing training will be provided. provide.

For a comprehensive look at the state of media monitoring technology, download my new 2020 Vehicle Monitoring Buyer's Guide includes a side-by-side feature comparison table of all major providers, user ratings chart with my reviews and analysis.

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