Caroline Dumoulin :
“The first stage of measurement is quantitative and enables us to jointly define the objectives. Taking into account the client’s level of media maturity and that of their competitors, quarterly targets will be set, in terms of the volume of coverage to be achieved as well as the number of journalists to be secured. More nuanced indicators can be analysed, such as reach per action/media outlet and the number of interviews, always assessed objectively in relation to other market players.”
Mathilde Filiputti :
“The second stage of measurement is just as crucial as it relates to quality. It is this stage that ultimately allows us to assess the value of the results generated, both for the agency and for the client. For qualitative measurement to be effective, it must take into account additional parameters, such as the priority media reached, the format of the publications, the penetration of the message, the presence of backlinks, and also active competition, which helps to establish a framework for media emulation… This is what will enable us collectively to validate the strategic approach behind our activations.”
