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December 11, 2014 Media monitoring and analysis 0 Written by James O'Connor

Chris Anderson, British-American author of Free: The Future of a Radical Price [1], argued that businesses may profit more from giving products and services away than from charging for them. At the end of the book, Anderson lists 50 business models based on content marketing and media monitoring could well have featured in that list.

Indeed, with economic pressures at the forefront of many minds, the temptation to make budget cuts is strong . But what does it mean to cut your media monitoring budget? Can a company stay on top of their media reputation for free?

In this white paper, Kantar Media examine the components of an effective media monitoring service: a decision-making tool for institutions, PR agencies and brands.

First of all, we investigate the fundamental steps of media monitoring. Then we discuss the steps between collecting and connecting the data to managing its distribution.

By answering these questions, we can understand how the media monitoring process underpins each step of a client’s decision-making process.



[1] ANDERSON Chris, Free !, Pearson, Paris, 2009.

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