Understanding how content drives actual business outcomes is the link that has long been missing from content measurement. Onclusive invented and pioneered the first true attribution approach for communications to demonstrate the real impact of earned and owned media by successfully making this connection. We measure how many people, after having read a piece of content about your brand, eventually visit your website and which actions they take – including pages visited, content downloaded, sign-ups, sales, and revenue.
An estimated mere 5% of earned media coverage contains a backlink to a company’s website. This means that a staggering 95% of all website traffic, conversions, and revenue, which should be attributed to communications, is not being reported. Not only is credit not being given to the efforts which deserve it most, but important strategic and tactical decisions are being made without the insights that matter most: what is driving actual business impact?
Now, you can leverage attribution metrics to understand the real impact of specific campaigns, articles, soundbytes, and journalists, and use outcome-driven data to inform your communications strategy.
“With Onclusive I can pinpoint exactly how many people are getting quotes and buying policies based on owned, earned, and newswire coverage. I can even go a step further with earned and newswire coverage and track these conversion events back to specific publications and in some cases even individual authors."