Impact Measurement

1 Measuring the Mental Image

The mental image measurement service is a process for evaluating the public’s perception of institutions, events, personalities, or various topics, and what comes to their minds when these are mentioned. It aims to understand the perceptions, emotions, and thoughts associated with these entities or topics and how they influence behavior and loyalty to the institution. This is achieved through surveys and opinion polls, quantitative performance metrics, and qualitative analysis tools.

Tangibility: This component refers to the physical aspects of the service or product that the customer receives, including the appearance of physical facilities, equipment, employees, and any other tangible elements that contribute to forming the overall impression of the service.

Reliability: Reliability pertains to the consistency of the service provided. It involves the ability to deliver the service accurately, on time, and as promised. Reliability also includes the service provider's capability to maintain consistent performance and continuously meet customer expectations over time.

Image: In the banking context, the bank's image is activated based on the dimensions of image attributes. These attributes are related to branch outlets, quality of service delivery, investment returns, etc., which provide the basis for determining the bank's positioning. This, in turn, creates a distinctive position in the market for the organization and enables the banking institution to differentiate itself from its competitors.

Assurance: Assurance reflects the knowledge, competence, and credibility of the service provider. It includes the customer's confidence in the service provider's ability to deliver the promised service or product. Assurance also involves providing customers with a sense of security and trust in the service offered.

Age. Gender, Country, Customer types, etc.

Empathy: Empathy represents the service provider's ability to understand and address the individual needs and concerns of the customer. It involves showing care, compassion, and understanding of the customer's specific circumstances, which can contribute to building a strong emotional relationship with the customer.

Scientific methodology

Independent variable

Dependent variable

1. Tangibility

2. Responsiveness

3. Empathy

4. Assurance

5. Reliability

Mental image

Responsiveness: This aspect refers to the willingness and readiness of the service provider to assist customers and provide prompt service. It involves the speed and effectiveness with which the service provider responds to customer inquiries, requests, or issues.

Indicators for Measuring the Mental Image: Tangibility, responsiveness, empathy, assurance, credibility, and reliability. Our subsidiary services that achieve our objectives in providing the mental image measurement service include the following:

1.1. Analysis of the Current Mental Image, or Before and After Events:

Setting Goals

Determining Research Tools

Study Design

Data Collection

Data Cleaning

Determining Data Quality

Monitoring

Analysis

Define the objectives to be achieved through the measurement

Surveys, opinion polls, or quantitative performance metrics.

Develop surveys, create opinion polls, and search for quantitative performance metrics.

Collect the data necessary to answer the objectives' questions

Transform raw data into a readable and understandable format.

Test for validity and reliability.

Data Analysis

Assess the impact of five constructs tangibility, responsiveness, empathy, assurance, and reliability on the entity's image.

Presenting Outputs

Create reports, charts, tables, and model results

Structural Model

Evaluate the structural model by assessing the path coefficient (Beta weight) which indicates the strength of the relationship between dependent and independent variables.

Evaluating current perceptions of institutions, events, personalities or various topics, and identifying changes in these perceptions as a result of specific events, by collecting data from the target audience before and after the events to measure changes in the mental image.

1.2. Identifying Strengths and Weaknesses:

Identifying the positive and negative aspects of the current mental image using various analytical tools to determine what distinguishes institutions, events, personalities, or different topics, and what can be improved.

1.3. Building strategies to improve and enhance the mental image:

We are developing plans to improve negative aspects and enhance positive aspects of the mental image, through creating marketing and communication strategies based on analysis results to improve the mental image. Below are the elements of the strategy:

o Identifying desired objectives, which can be short-term or long-term based on the institutions or individual's vision.

o Evaluating the internal and external environment, including conducting a SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats).

o Developing a detailed plan that includes activities, resources, and necessary timelines to achieve the objectives.

o Implementing the plan through appropriate actions, task delegation, and resource allocation.

o Measuring performance and evaluating results to ensure objectives are met, and making necessary adjustments to the strategy.

1.4. Improving Marketing Strategies:

Modifying and developing marketing strategies based on the results of mental image analysis, through executing targeted marketing campaigns aimed at improving public perceptions and enhancing brand loyalty.

1.5. Preparing Reports and Documenting Results:

Systematically documenting and analyzing the results of mental image measurement by preparing detailed reports including analysis findings, recommendations, and proposed strategies to improve the mental image.

2 Monitoring Social Media

Monitoring social media involves the process of observing and analyzing content posted on various social media platforms such as Facebook, Twitter, Instagram, LinkedIn, and others. This aims to understand how the public interacts with institutions, events, personalities, products, or different topics, identifying trends and popular subjects, and gaining insights into public opinion and behaviors. This is done through tracking metrics such as: number of posts, post classifications, shares, comments, likes, interactions, views, and trending topics.

2.1.Tracking Entities, Institutions, or Brands:

Tracking mentions of institutions, events, personalities or various topics across social media platforms.

Using monitoring tools:

•Engagement Analysis: Analyzing the frequency of mentions of institutions, events, personalities or various topics and the type of content being shared.

•Monitoring Images and Videos: Tracking images and videos.

• Evaluation of General Impression: Understanding the overall impression through analysis of posts and comments.

2.2.Sentiment Analysis:

Understanding public sentiment towards institutions, events, personalities, various topics, or specific subjects.

2.3.Audience Engagement:

Building a strong relationship with the audience through continuous interaction.

2.4.Competitive Analysis:

•Understanding competitors’ strategies and performance on social media.

•Monitoring and tracking competitors’ accounts on social media platforms.

•Analyzing content based on the mentioned monitoring methodology.

•Comparing brand performance with competitors’ performance using metrics like followers, engagement, and growth.

•Deriving effective strategies from competitor activity analysis and implementing them.

2.5. Identifying Trends:

Discovering emerging market trends and leveraging them by developing content and marketing strategies aligned with current trends.

2.6.Preparing Reports and Documenting Results:

Creating comprehensive reports documenting social media monitoring, analysis results, and recommendations for improving future collaboration strategies.

3 Media Monitoring

Media monitoring is the process of tracking and analyzing the media coverage of a specific topic to understand how it is represented in the media and how it influences public opinion. This includes monitoring traditional media, such as newspapers and television, as well as modern media like blogs. Monitoring indicators can be determined by the number of articles, the number of views, the type of coverage, and the tone of the coverage, whether positive or negative. Below is a detailed outline of our media monitoring methodology, which defines the subsidiary service we provide

3.1.Media Coverage Evaluation:

Understanding the extent and volume of media coverage on important topics through:

• Identifying and monitoring all relevant media sources such as newspapers, magazines, TV channels, websites, and social media.

•Collecting articles, news, programs, and posts related to the monitored topic.

•Analyzing the distribution of media coverage across different platforms and times.

•Using impact metrics like views, clicks, and interactions to measure the reach and impact of media coverage.

•Using impact metrics such as views, clicks, and interactions to measure the reach and impact of media coverage.

3.2.Media Tone Analysis:

Understanding the overall tone of media coverage, whether it is positive, negative, or neutral.

3.3.Understanding Public Opinion:

Evaluating the impact of media coverage on public opinion and audience perceptions through analyzing monitoring results and drawing conclusions from them.

3.4.Identifying Opportunities and Challenges:

Discovering available opportunities and challenges faced based on media coverage, identified by:

•Identifying opportunities.

•Identifying challenges.

•Developing strategies to capitalize on opportunities and address challenges.

•Designing media campaigns and communication strategies to improve public image and manage crises.

3.5.Preparing Reports and Documenting Results:

Compiling comprehensive reports documenting social media monitoring, analysis findings, and recommendations for improving future collaboration strategies.

4 Monitoring Events

Event monitoring is the process of tracking and analyzing activities and ongoing events at conferences, exhibitions, and forums, provided by BEAM This helps stakeholders identify opportunities and challenges, assess impact, and develop effective strategies for engaging with the target audience.

· Setting Objectives: Establishing clear objectives for monitoring events and conferences.

· Choosing Tools.

· Monitoring Before, During, and After Events:

o Media Monitoring.

o Social Media Monitoring.

o Mental Image Measurement.

· Data Analysis.

· Report Preparation: Compiling comprehensive reports documenting performance and providing recommendations for improvement.

5 Monitoring Influencers and Personalities

Monitoring influencers and personalities involves tracking and analyzing the activities and performance of public figures who can influence the target audience, through

· Identifying influencers by researching targeted influencers.

· Selecting monitoring tools based on platforms.

· Monitoring social media.

· Media monitoring.

· Data analysis.

· Preparing Comprehensive Reports Documenting Performance and Providing Improvement Recommendations.

6 Monitoring Advertising and Marketing Campaigns

Advertising and marketing campaigns are deliberate efforts aimed at promoting and marketing specific products or services to the target audience. These efforts include using a variety of advertising tools and methods to achieve specific objectives. Our methodology for advertising and marketing campaigns is verified through the following sub-services

6.1.Setting Objectives:

•Establish clear and specific objectives for monitoring advertising and marketing campaigns to ensure achieving desired outcomes.

•Determine the type of advertising or marketing campaign (digital, traditional, integrated).

•Identify the target audience, including demographic and geographic segments targeted by the campaign.

•Define SMART objectives (Specific, Measurable, Achievable, Relevant, Time-bound) to set specific and measurable goals.

•Specify key performance indicators (KPIs) to measure campaign success, such as click-through rates, conversion rates, and sales.

6.2.Choosing Tools and Platforms:

Use appropriate tools and platforms for monitoring and analyzing advertising and marketing campaigns:

•Web analytics tools.

•Social media analytics tools.

6.3.Data Collection:

•Collect necessary data to accurately analyze campaign performance from social media and media monitoring.

6.4.Data Analysis:

Analyze data to assess goal achievement and identify strengths and weaknesses in the campaign through performance analysis and audience analysis:

•Performance Analysis: Evaluate key performance indicators (KPIs) to assess goal attainment.

•Audience Analysis: Understand the targeted audience’s interaction with the campaign and identify behavioral patterns.

•Market Analysis: Compare campaign performance with competitors and understand market trends.

6.5.Report Preparation:

•Prepare comprehensive reports documenting campaign results and providing insights for improving future campaigns.

6.6.Strategy Improvement:

•Use campaign analysis results to enhance future marketing and advertising strategies.

•Develop Strategies: Utilize analysis findings to develop more effective strategies tailored to the targeted audience.

•Update Objectives and Indicators: Update goals and performance indicators based on lessons learned from previous analysis.

7 Measuring the Impact of Advertising Campaigns

In this service, we offer measurement of various types of advertising campaigns: communication campaigns, advertising and marketing campaigns, which have a significant, multifaceted impact on individuals, communities, and companies. Our goal in measuring campaign impact is to enhance brand awareness, increase sales, improve public image, build trust and loyalty, attract new customers, and influence social, cultural, and consumer behavior. To achieve meaningful results from measuring advertising campaign impact, we have defined the following sub-services

1.1. Market and Target Audience Analysis:

Understanding the market and target audience through media monitoring results, social media monitoring, and brand perception measurement.

1.2. Identifying Strengths and Weaknesses:

Identifying strengths and weaknesses in current advertising campaigns to develop effective strategies, through:

· Analyzing past performance by reviewing previous advertising campaign outcomes to identify successes and failures.

· Gathering feedback from teams and consumers to pinpoint areas for improvement.

· Using SWOT analysis to identify strengths, weaknesses, opportunities, and threats.

1.3. Developing Advertising Strategy:

Building a comprehensive and effective advertising strategy based on analytics:

· Setting clear and specific goals for the campaign.

· Selecting advertising channels based on the target audience.

· Designing compelling and effective advertising messages.

· Allocating an appropriate budget for each advertising channel.

1.4. Measuring and Evaluating Performance:

Regularly monitoring and evaluating the performance of the advertising campaign to ensure goal achievement.

· Using analytics tools.

· Tracking key performance indicators (KPIs) such as clicks, conversion rates, cost per acquisition (CPA), etc.

· Conducting A/B tests and experimenting with different ad copies to improve performance.

1.5. Preparing Reports and Documenting Results:

Preparation of comprehensive reports documenting campaign results and providing recommendations for improvement, through:

· Results Analysis: Analyzing media monitoring data, social media monitoring, and measuring brand perception to determine the extent of goal achievement.

· Preparing Detailed Reports: Summarizing performance and offering recommendations for improvement.

· Reviewing results with the team and identifying lessons learned.