Analytics & monitoring

Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.

David Ogilvy

SPN Ogilvy has earned its current market reputation by successful communications practice and by its methodological and practical research relating to data analysis and communications modeling.
 
In parallel with traditional products, our experts within the department for analysis and monitoring are oriented to addressing a wide range of client-defined goals which frequently fall beyond the scope of a simple media-analysis. The department has an impressive record of previous sociological, marketing and psychological surveys which were highly appreciated by the agency's clients.

Where necessary, the agency's experts can devise a tailor-made, client-oriented methodology for data gathering and processing (whether using Russian or international, open or closed information sources), define qualitative and quantitative information field parameters, identify its specifics and draft proposals on optimizing the client company's communications activities.

Materials prepared by the agency place the client in a better position to respond promptly to market change, better understand the causes of emerging informational trends and in the long run develop an ability to predict tomorrow's media comments about one's company.

Key areas of expertise of the department for analysis and monitoring are as follows:

- Information field audit, identification of informational issues and prospects for the company, specific market, organization or individual;
- All kinds of analytical reports and memos, including fact sheets;
- Forecasts;
- PR-reconstructions and many other documents.

In addition, the agency's professionals offer special research programs based on proprietary methodology developed by SPN Ogilvy:

• A calendar planning system (CPL-System):
o an analysis of activities relating to a given subject (market) planned and announced within a specified time period, which are assessed from the point of view of their influence on the client's communications image.

• Charting out the company's image:
o identifying the current communications situation within the company (both internal and external communications), performing a situational analysis, providing a description of major issues, devising corrective action.

• A Key Points Measurement system to asses PR campaign efficiency:
o the system is based on a multi-factor evaluation of any material produced in the course of a campaign followed by mathematical processing of the results.

• Media map of the market
o analysts identify key players within the information field, basic media and journalists specializing in a given topic, opinion influencers, methods for translation and re-translation of benchmark theses, basic information field trends and development patterns.
• The "White Book"
o the internationally-accepted method for demonstrating intellectual potential of companies, organizations or specific individuals.