In this 1:37 tutorial you will learn how to read Share of Voice and AVE and set your own currency, CPM rate and multiplier.
What you will learn
- How Share of Voice works: your mentions divided by your mentions plus your competitors'
- How AVE works: reach ÷ 1,000 × your CPM rate × your editorial multiplier
- Set your currency, CPM rate and multiplier in Settings, and why AVE is an estimate, not a fact
Chapters
- Two numbers that matter
- Share of Voice
- Add competitors first
- Estimated Media Value (AVE)
- Set your own rates in Settings
- The caution: an estimate, not a fact
Good to know
How is Share of Voice calculated?
Your mentions divided by your mentions plus your tracked competitors' mentions.
How is Estimated Media Value (AVE) calculated?
Each mention's reach divided by 1,000, times your CPM rate, times your editorial multiplier, added up. You set the currency, rate and multiplier in Settings. It is an estimate, not a fact.
Transcript
Read the full transcript
Two numbers help you show the value of monitoring: Share of Voice, and AVE. Stay to the end for the caution that goes with one of them. Share of Voice is your mentions divided by your mentions plus your competitors' mentions.
Here, 40 out of 77, about 52 percent. The chart shows your share against each tracked competitor. Add competitors first.
With none tracked, you simply see 100 percent. Estimated Media Value, or AVE, is reach divided by one thousand, times your CPM rate, times an editorial multiplier. It estimates what the same audience would cost as advertising.
The card also shows where the value comes from, by severity. Set your own figures in Settings, under Media Value. Choose your currency, your CPM rate, and your editorial multiplier, then select Save.
The Dashboard now uses them. Now, the caution. The same 40 mentions, two sets of assumptions, two very different totals.
Treat AVE as an estimate. Use it with severity and Share of Voice, never alone. Next, turning it all into a report.
com to get started.
