Case Studies: Uncovering What Drives Customers to Purchase Products

Situation:

The leading global VOIP telecoms service provider knew that although millions of people download their free software to access a free service, only a small percentage of downloaders were actually using the software and service. The company wanted to determine whether media coverage had any role to play in influencing usage patterns.

Solution:

Report International developed a unique metric called “Call to Action” (CTA) which analysed editorial coverage to determine what share of that coverage actively promoted the use of the client’s products and services.

The CTA metric tracked and scored coverage of: product/service awards; coming 1st in comparative reviews, positive editorial purchase endorsements and “buy” statements from authors and users. The metric also included a qualitative assessment of editorial and other comments.

The program covered all key markets across the globe, and was developed in partnership with the client’s in-country PR agencies.

Benefit:

The client was able to see precisely how much, and which sorts of coverage drove buy recommendations, and how that differed by product/service and by region. This data could be plotted against purchase and usage patterns, and was also able to identify which product/service announcements yielded high impact CTA scores.

The findings allowed the PR team to develop stories that would more actively promote less-prominent products and became a quantitative performance metric. the CTA metric is a cousin to the well know advocacy and Net Promoter Scoring data sets