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Analyze → plan → implement → analyze: this is how a company’s communications work. This cycle requires global analysis at critical points and constant monitoring.

The following slide better represents the full process:

LOOQME works with tools that provide analytics and monitoring services. Products like LOOQME Hub, Industry Watcher reports, and Brand Lab perform similar functions (different content tracking formats). Still, they answer different questions:

How Do Analytics and Monitoring Tools Support a Brand’s Communications?

1. Industry Watcher Interactive Reports.

Industry Watcher provides media analytics of a company’s brand, campaign, or market for a certain period. The tool can be used for the following goals:

• forming a PR or marketing strategy: get a reference point for a solid base for your communication goals and KPIs.
• market assessment: analyze before launching a company or entering a new market ⎼ research competitors, understand one's position within the market, and define the company’s share in the information space compared to other companies.

• campaign results study: measure results from actions or analysis of long-term campaign dynamics (monthly, quarterly, semi-annually, annually).

• reporting: LOOQME report is a ready-made presentation with clickable analytics created in GoogleData Studio. It lets you filter, change analytics periods, follow links to materials, see sources, authors, etc.

• onboarding a new team member: exchange long explanations with a report collecting and analyzing all messages by tonality, reach, sources, dynamics, etc., and displaying anomalies, successes, or crises.
• attracting investment: the company's results are represented in figures and graphs. They confirm a positive image in the media and become an argument for investors, donors, and future clients.

2. LOOQME Hub.

LOOQME Hub is a platform for monitoring real-time communications and analytics. Examples of tool usage:

• saving time and delegating: collecting mentions with AI saves the company’s budgets and employee time, as well as assures high-quality results.

• controlling KPIs and managing actions: dashboards and advanced analytics help you track KPI dynamics in real-time to reform actions to achieve the set goals (e.g., to issue an additional press release to achieve the planned audience interaction).

• tracking publications: instant analytics of selected publications lets you see the positive/negative ratio, media types, geography, reach, and other indicators.

• access to publications: Hub has links to all publications that make up the analytics (even if the media deletes the post).

• teamwork: share analytics from the Hub, download it in a necessary format, simply send a link, and customize or add dashboards/analytics as per requirements to receive personalized reports. All through unified company access.

• receiving automatic reports: automatic reports are formed based on selected frequency criteria (daily, weekly, monthly) and preferred chat (WhatsApp, Gmail, etc.).

• reacting to negativity: negative alerts are notifications about negative mentions sent to companies right after the message enters the Hub to respond quickly and prevent the crisis development.

• tracking competitors: media monitoring includes constant market monitoring and comparison of your activity with the activity of competitors.

3. Brand Lab.

Brand Lab is an extension to an interactive report that identifies audience mood using LDA modeling, trends, word clouds, and keyword environments. Examples of tool usage:

• trend planning: Brand Lab analyzes which word(s) from the selection of texts started to increase user activity over a certain period to predict and prepare for the trend development.

• tracking moods in the info space: word cloud (unlike trend) finds the most used words in the given moment without reference to the dynamics of mentions. You can see the dynamics by looking at clouds in the span of, e.g., 10 days: this enables you to track mood changes in the info space.

• reputation and risk assessment: LDA modeling lets you divide all keyword texts into topics. If "supermarket" is the keyword, then the LDA model will analyze the texts with their mentions, determine the topics in which it was used, and define their percentage ratios.
• keyword environment: shows you the most mentioned words and their proximity. It assesses the frequency and shows you the distance between the keyword and other words. It lets you see the contexts in which the brand is discussed.

Each company, and sometimes even each team member, has a list of goals. That is why our team is always ready to choose the best tool for your tasks and goals. LOOQME’s aim is to ensure quality results in our client's communications, and the effectiveness of your work directly depends on the right tool choice.