May 1, 2018

Inside Our Metric Ecosystem - And Why It Wins Awards

A cat and rhino are on opposite ends of a stylized seesaw, symbolizing a weight comparison.

We’re thrilled to announce that we’ve just been awarded by the Society for New Communications Research of The Conference Board (SNCR) a 2018 Excellence in New Communications Award in the Social Data for Customer Experience and Operational Efficiency category. The program honors organizations for exemplary use of digital, mobile and social media.

This honor, along with our recent Sabre Award from the Holmes Report for Best Agency Disruption in their Tools & Tactics division, affirms that what we focus on like a laser beam – finding and polishing the gold buried in social data – is worth notice in the age of data-driven PR and communications.

We’ve been firm believers in the power of social analysis as an essential tool in a company’s arsenal for the last decade. The fight for market dominance by today’s brands is being waged on many fronts, but the most essential battles are being fought on a turbulent sea of consumer sentiment. Devising tactics and strategies to win their hearts and minds is a complex game, and measuring success is even more so. Per a recent Nasdaq survey, while 90 percent of CCOs cite 12 Key Performance Indicators (KPIs) as essential for growth, only 2 percent actual measure even half them.

There’s a powerful arsenal of data at your fingertips, but to harness that power, you have to gather, interpret and measure a full-range of telling metrics. These include topic drivers, which reveal insight into what’s working (and what’s not), advanced sentiments that go beyond positive/negative/neutral, and even degrees of emotion related to your brand messaging, and specifically what drives people to take action.

An infographic titled "Measuring the Metric Ecosystem" with segments for digital marketing metrics and explanations of sentiment analysis.

We use an array of innovative tools and proprietary processes to define and measure a full ecosystem of metrics. Our secret weapon? Human analysis to develop advanced metrics and sub-metrics that help devise winning strategy for clients by bridging the gap between communications and measurement.

We tap into the sweet spot for data-driven PR by not only assessing all of these metrics for our clients — an especially tricky job when you consider that automated tools can have a margin of error as high as 29 percent or more — but also by putting them in context against custom, company- or campaign-specific KPIs. By effectively gauging appropriate metrics and the driving forces behind them, we’ve had the pleasure of providing to our diverse client base, including global tech companies, such as eBay and LinkedIn, Silicon Valley investment firms, and national sports organizations, as well as many others from start-ups to multinational corporations, with a much clearer and more complete picture of where they stand and how they can improve their communications efforts.

An infographic depicting Just Drive Media's methodology, including campaign planning, metric development, data extraction, and analysis.

Sabre judges gave us the ultimate tribute, saying that our case studies demonstrated, “true business value.”

And in the end, that’s the highest honor or award there is: knowing that we’ve helped our clients make the most informed and accurate decisions possible for their brands over the last decade, which has ultimately engaged and assisted millions of people — their customers — through the most important component of communication of all: listening.

We’d love to hear what you have to say, and see how we can deliver award-winning work for you, too. Please contact us for more information.

You can also check out our FAQ below for more details.


How does Just Drive Media address the margin of error associated with automated tools?

  • For us it’s about blending human insight and automation. This means the data we gather is always analyzed by our team of experts to catch nuances and errors that machines often miss.
  • We also constantly update and refine our methodologies and tools based on the latest technology advancements and our own findings from ongoing projects. This process helps us stay ahead of potential inaccuracies.

What makes the Just Drive Media methodology unique compared to other digital communications and PR firms?

  • We don't just scratch the surface; we dig deep. Where others might stop at basic metrics like likes and shares, we get into the nuances of sentiment analysis, emotion degrees, and action drivers. We want to help our clients get to the why behind the data.
  • Our blend of human insight with cutting-edge tech is our secret sauce. Sure, lots of firms use tools, but we pair those tools with human analysis to catch the subtleties that software often misses, ensuring the resulting data is as nuanced and insightful as our clients need.
  • Customization is key. We don't do one-size-fits-all. Every client's goals shape our approach, from the tools we use to the metrics we track. This tailored strategy means we're not just delivering data; we're delivering insights that are actionable and directly relevant to each client's unique challenges and objectives.

How does Just Drive Media tailor our metric ecosystem to align with company- or campaign-specific KPIs?

  • It starts with listening. Before jumping into the data, we sit down with our clients to really understand what success looks like for them. This could range from boosting brand awareness to driving specific consumer actions. By defining these goals upfront, we can ensure the metrics we track are aligned with what matters most.
  • Flexibility and adaptability are part of our DNA. As campaigns unfold or company goals shift, so too does our metric ecosystem. This dynamic approach allows us to stay aligned with our clients' evolving needs and ensures we're always focused on the metrics that matter.
  • We love a good challenge. Tailoring our approach means sometimes developing new metrics or sub-metrics that can better capture the impact of a campaign or align more closely with a company's KPIs. It's this innovative spirit that allows us to not just meet but exceed our clients' expectations.