Share of Voice measures how often a brand is potentially noticed across public-facing channels and can be simplistically calculated by impressions (owned / total competitive brand). When measuring Share of Voice, it’s important to consider how heavily each data point may be measured based on brand or campaign objectives. Our goal is to determine which KPIs/metrics are not only most important, but have the highest correlation to performance and ROI. This weighting system is contingent on brand objectives. Learn more at: http://www.centerline.net

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Measuring Share of Voice
CENTERLINE POV ON SHARE OF VOICE | 2016
Meghan McKeon, Senior Digital Strategist
Pat Garvey, Business Intelligence / Analytics Director

2. Share of Voice measures how often a brand is potentially noticed across public-facing channels
and can be simplistically calculated by impressions (owned / total competitive brand).
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WHAT IS SHARE OF VOICE?
Impressions
Media Mentions
Conversation Volume
Page Views

3. When measuring Share of Voice, it’s important to consider how heavily each data point may be
measured based on brand or campaign objectives. Our goal is to determine which KPIs/metrics
are not only most important, but have the highest correlation to performance and ROI. This
weighting system is contingent on brand objectives.
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QUANTITATIVE CONSIDERATION FOR MEASURING SHARE OF VOICE
KPI Weighting Benchmark Actuals Performance
Impressions 35% 1.5MM 1.7MM +13%
Clicks 30% 100K 89K -11%
Page Views 20% 10K 15K +50%
Sentiment 15% 95% 96% +1%
SAMPLE:

4. Segmenting Share of Voice into different categories (i.e. digital, advertising, media) can help identify
opportunity gaps and optimize brand priorities.
For example, if a brand equally allocates spend across digital, advertising and media efforts and
discovers unequal Share of Voice across those properties, then the brand may reconsider shifting
allocations in order to achieve an increase in Share of Voice within the identified category, assuming that
aligns with a brand’s goal.
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KEY LEARNING FOR MEASURING SHARE OF VOICE
0
25
50
75
100
Digital Advertising Media
0
25
50
75
100
Digital Advertising Media
Spend
SOV
With a baseline equal spend
across categories, there’s
lower SOV in advertising
Brand could consider
reallocating spend to
improve advertising DOV

5. Outlying factors may also impact overall Share of Voice, such as:
QUALITATIVE CONSIDERATION FOR MEASURING SHARE OF VOICE
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Brand Size
Campaign Quality
Paid Media Environmental Conditions
Share of Voice
(revenue, number of employees)
(health of industry, company crisis)(advertising & media buying budget)
(how well a campaign is resonating with customers)

6. When measuring within relatively controlled environments, Share of Voice can be a valuable metric
in determining campaign success.
For example, if a brand participated at a conference event along with its competitors, we would
consider this a controlled environment because sponsorship costs, floor space and attendees are
relatively measured equal across all brands. In this case, we are more easily able to distinguish
any outlying factors and better leverage Share of Voice to measure performance.
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KEY LEARNING FOR MEASURING SHARE OF VOICE

7. Share of Voice is only one piece of the measurement pie. Although Share of Voice can help
benchmark a brand’s current standing against competition, it should be reported alongside a
holistic, metrics-driven strategy.
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LOOKING AT SHARE OF VOICE HOLISTICALLY
Share of Voice
AWARENESS
COMMUNITY
CONSIDERATION

8. A well-integrated system of measurement can help streamline performance quality and fuel an agile
approach to marketing (see: Agile Marketing Framework).
KEY LEARNING FOR MEASURING SHARE OF VOICE
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AWARENESS
COMMUNITY
CONSIDERATIONActions / Clicks
Page Views
Sentiment
Engagements
Brand Advocates
Reach / Impressions
SEO Ranking
Retargeted Clicks
Retargeted Content
Conversation
quality
Share of Voice

9. Measurement is a key component for developing an agile marketing framework and driving
engagement with prospects and customers.
Centerline partners with organizations to develop custom marketing measurement programs. To
get started, we can work together to:
• Develop a multilevel success measurement plan (granular to high-level)
• Define KPIs for each stage within the measurement framework
• Establish measurement benchmarks for content and campaign performance
• Implement monitoring and alert methods/tools for rapid content iteration
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NEXT STEPS

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Thank you!
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919.821.2921
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