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Frequently Asked Questions
 Measurement
I’ve never done PR measurement or CGM analysis before. How can I learn more about this?
TNS MI/Cymfony has designed a Knowledge Center to help marketers quickly learn what they need to know about several of the most important trends driving change in marketing and public relations planning, strategy, and execution. Please click here to visit TNS MI/Cymfony’s Knowledge Center.
What metrics does TNS MI/Cymfony’s solution provide?
TNS MI/Cymfony’s solution offers a range of metrics including share of voice, volume, tonality/favorability, impressions analysis, media distribution, regional analysis, brand prominence, and message prominence.
How do you ensure that the metrics are accurate and relevant?
TNS MI/Cymfony developed a Data Quality Assurance Program (CDQA) to ensure accurate and relevant metrics for each client. The CDQA program contains a comprehensive set of filters and rule sets that are defined by TNS MI/Cymfony’s content experts and the QA/Engineering groups to eliminate irrelevant references. There are five levels of analysis in the CDQA program with each succeeding layer providing more complex testing of the data.
What is consumer-generated media (CGM) and how important is it?
CGM is content created online by anyone (other than a professional journalist) that is made available to other consumers through digital technology. Blogs, message boards, online forums, usenet groups, and consumer feedback sites are the most common examples. Visit our Knowledge Center to learn more about CGM and how companies are incorporating it into their marketing & public relations planning and strategy.
How should I use consumer-generated media (CGM) in my marketing and communications efforts?
TNS MI/Cymfony believes the first step is to monitor what consumers are saying to understand how they view your company, brand, and product quality. Articles such as “The Rise of the Consumer-Generated Media Machine” by MediaPost and “Blog Marketing Strategies and How to Measure Them” by ClickZ can help you learn more about CGM and how companies are benefiting by “listening” to what the consumers are saying to gain insights. Visit our Knowledge Center to view these articles and others that can help you integrate CGM into your marketing and communications efforts.
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Services
What happened to Brand Dashboard and DCI?
In October 2005, TNS MI/Cymfony introduced Orchestra to enable our clients to track mainstream media and consumer-generated media in one place. Orchestra includes all the functionality of Brand Dashboard and DCI in a more powerful, easier-to-use platform.
Do you offer standard packages/services?
TNS MI/Cymfony hears common customer concerns everyday so we offer a range of services to address many different business issues including: CGM Analysis, PR Measurement, Corporate Reputation, Customer Satisfaction, Consumer Trends & Opinions, and Brand Impact. Learn more about Cymfony’s Services by clicking here.
Can you help me design a custom measurement program that addresses my specific needs?
Yes. Each of our clients have unique and specific requirements. Based on our experience and best practices, we assist many of our clients in determining the scope and structure of their program. Please contact us for more information on our customized services.
I only need monthly reports. Do I have to use Orchestra?
No. Orchestra is the underlying platform for our analytics solution. Some of our clients prefer to access our Orchestra dashboard directly to view results, articles and create their own reports. Others prefer to let TNS MI/Cymfony’s experts prepare reports that detail the qualitative and quantitative results that matter most to their business. Some clients prefer both. Whatever your preference, TNS MI/Cymfony can design a solution that’s right for you.
Can I use Orchestra to pull my own reports?
Yes. The Orchestra dashboard enables users to create and distribute their own reports based on the metrics they choose. Users can add commentary and edit content as well as format and view reports in Microsoft Word.
What is your approach to account management?
Each client has a dedicated Account Manager (AM) who provides direct support for all licensed users. In addition, through the life of the project, the AM will work hand-in-hand with the client contact to ensure each phase of the implementation process is covered thoroughly and understood by all team members.
Why should I use TNS MI/Cymfony’s technology?
Most measurement providers rely on a technology called “key word search” to mine and organize data for analysis. While key word search may work well for general searches on the Internet, it produces thousands of irrelevant results. TNS MI/Cymfony's core technology, InfoXtract, combines categorization, information retrieval, and natural language processing (NLP) technology that employs detailed grammatical analysis of the text to identify important concepts, relationships and events in documents. The result: increased relevance and accuracy of the articles, posts, and data.
How can I see a demo of Orchestra?
Please contact our sales representatives for a demo of Orchestra
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Content Sources
What traditional media sources does Orchestra monitor?
TNS MI/Cymfony can integrate content from most of the industry leading providers of print, broadcast and online content such as LexisNexis, Factiva, Thomson Dialog, Moreover, CyberAlert, and BurellesLuce. Through these partners, we can access over 200,000 content sources. We work with our clients to understand their content needs and integrate the set of content based on those needs.
What sources of consumer-generated media does Orchestra track?
Orchestra allows you to monitor and analyze consumer-generated media content from over 50 million active blog sites, 30,000 message boards, and 40,000 Usenet groups. TNS MI/Cymfony also has the ability to track consumer review sites. TNS MI/Cymfony can add any site/group to Orchestra in minutes depending on our client's requirements.
How often does Orchestra update content?
As soon as the content is available to TNS MI/Cymfony from the provider, it is processed and available within minutes to clients in the Orchestra system. For online content, we retrieve relevant content every 15 minutes.
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Clients
What types of companies are using your services? And for what?
TNS MI/Cymfony’s clients consist of companies in a variety of industries such as pharmaceutical, financial services, information technology, consumer packaged goods, automotive, and many more. Here are some case studies on how companies can benefit from TNS MI/Cymfony’s Services:
 At TRW, the PR Department uses TNS MI/Cymfony to help measure their Six Sigma program
See what happens when Jose Avila forces FedEx to take a closer look at blogs and the effect on Corporate Reputation.
Nikon received a fair amount of criticism in the blogosphere from very influential consumers, amateur and professional photographers. Was there an also an opportunity for Canon to capitalize on a large group of unhappy consumers?
Who would benefit from media measurement within my organization?
Marketing; Competitive Intelligence; Market Research; Public Relations; Corporate Communications and Reputation Management; Brand Managers and Brand Experience teams; Product Managers; and Customer Service teams.
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Cost
How much does Orchestra cost?
TNS MI/Cymfony tailors customized service packages to fit your needs. Clients with a multitude of business issues and brands will need a more advanced solution with a higher cost. For companies that are just starting out with their media measurement program Cymfony’s offers audit programs with lower costs in the $10,000 to $20,000 range. For more pricing information please contact us.
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Still
have questions?
Please contact us for additional information. |
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