How do you feel about those programs which tell you the sentiment of some text? A computer algorithm which examines some text, returning a score on its favourability. On balance I have a negative opinion on them. I explained in this infographic why. This is not a stagnant space and many minds are working to… [Read More]
Media Evaluation Techniques (Part 2)
In Part 1 of this discussion on media evaluation techniques there was a look at the processes involved in collecting the cuttings, creating a media list and using packages like MS Excel and MS Access to collate and sample the media coverage. Although this 2-parter is an exploration of media evaluation techniques, deciding on a… [Read More]
Media Evaluation Techniques (Part 1)
Although everyone has a different way of doing an evaluation of a project or periods media exposure, there are certain common processes worth highlighting. From a strategic perspective the starting point has to be the objectives. on the other hand, if you are more interested in evaluation techniques, getting the media clips seem like the… [Read More]