From theory...
This impact level model is our further development of the "Impact Levels of Communication", DPRG/ICV 2008.
We already "turned this model, which was developed for traditional press relations, to digital" with the Excellence Forum in 2012.
The aim was to create a model that could support all channels, KPIs and goals - but above all the performance marketing mechanisms of "Digital". So much for the theory.
Theory and abstract models (such as ours) can be argued about as long as no attempt is made to put them into practice. Then extensive processing steps, analytics scripts and data processing systems have to be technically implemented and pragmatic decisions made. The model must be based exclusively on the reality of the available data. It must be adapted so that it works in reality. This is exactly what we have done.
...into live operation
We started implementing this model in 2015. Just like today, customers were already fed up with indigestible, overly complex and irrelevant reports about "digital".
"Can't you evaluate everything - owned, paid, social, earned - according to one system?"
We can. We'll see how.
Content-One.de was created internally in 2017 for cost reasons (automation) from the initially manual evaluation of multi-channel campaigns in marketing and communication. It is a universal evaluation service for integrated and agile reporting of communication across every conceivable channel. Content.One is an evaluation landscape that enables integrated reporting as an external service. And our model is now a database model.
The model works - undisputed in practice
We currently use the Content.One service - and this model - to process around 7 billion media contacts per year for more than 20 companies across more than 15 different types of data sources. These include web, intranet, apps, newsletters, blogs, display, video, podcasts, webinars, every form of social, whether organic or paid, and last but not least earned media in the form of data from media listening tools such as Talkwalker, Meltwater etc..
Model and service are the missing link for all CommTech workflows
The model also integrates content tagging, i.e. the assignment of published content to topics and campaigns - which is the decisive feature for internal company use as a management tool.
