Receiver Analytics measures what happened at the end of the communications process. Sender Analytics impacts performance at the beginning: before the media investment has been made.
From the Latin, communicare, meaning “to share,” communication is the act of creating and conveying meanings from one person, group or entity to another through the use of mutually understood words, symbols, signs and semiotic rules.
According to the Semiotic theory, communication characteristics such as words, images, gestures, and situations are always interpretive. All sign systems, entitled to be “read” or interpreted, regardless of form, may be referred to as “texts.” In the study of Semiotics, there is no such thing as a literal reading.
The understanding and evaluation of Communications has varied, by discipline, and even definitions differ based on the professional you ask. Branding experts have different perspectives that Marketing professionals and Ad guys, although each believes theirs is correct. None of them agree on how to objectively evaluate the assets and deliverables they create because there is no shared process for objective evaluation..
The measurement of communications channel performance has also been subjective and qualitative, most often by anecdotal evidence. Disparate systems generate disconnected information, and it is difficult to understand, from an integrated marketing communications perspective, how any company is actually performing.
Most of the processes and systems today are focused on measuring performance after the fact, towards the end of the communications process (as described in the MRI® Transactional Model of Communications, indicated in red).
Even industry leaders, like HubSpot, measure and monitor after the message has been sent. They also only include two of the channels: Marketing and Sales.
With MRI, we consider the Sender (client info) in our assessment of the Message in its Form at the beginning of the model. We also more deeply describe and categorize all of the channels of communication, in order to improve the Receiver Analytics, in advance of sending to the receiver.
Prior approaches fail to consider an integrated approach to communications channels: Branding, Marketing, Advertising, Design, Internet, Social Media, Multimedia, Public Relations and Events.
Most also do not include Sales, as it has been its own vertical, despite being the largest communicators, by volume. Sales is frequently the biggest investment of any organization, so performance is mission critical.
Prior assessments fail to consider the business objective in their evaluation.
Optimizing Sender Analytics
Market Ready Index has focused on understanding and evaluating the front-end of the communications process (message encoding) in order to generate quantitative and qualitative data that helps make significant improvements to the forms of communications, in all channels and subchannels, and ultimately the outcomes of these business communications.
We have accounted for all commonly accepted channels of communications, as well as organized all of the subchannels within in order to account for all known methods of communications. We have built our approach utilizing a metaphor commonly understood as the definitive detail of all things in a universe, as well as a widely accepted structure for organization and further investigation.
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