Presence Score helps to measure brand/topic online presence (popularity) at a given time.
Why do we need a Presence Score?
This metric can help to measure and benchmark brand awareness. It can help to evaluate marketing & PR efforts providing a way to measure online presence/popularity.
A couple of examples:
Palantir
Looking through the Presence Score chart for a popular, publicly-traded software company Palantir you can see a boost in Presence Score (from 61 to 71) in early October 2020:
A boost in Presence Score was related to Palantir going public. Clearly visible as a spike in Reach and the number of mentions on September 30, 2020
This type of data can help to calculate how Palantir’s overall brand awareness is affected by discussions related to the Stock Exchange. Presence Score can also be used to benchmark Palantir’s online brand awareness versus its closest competitors.
Cyberpunk 2077
Cyberpunk 2077 is an action role-playing video game released in December 2020. Its release dominated online conversations spiking its Presence Score to 99/100. One of the most talked-about topics on the Web. In this example, Presence Score can help to evaluate Cyberpunk 2077 brand awareness and how it was affected by various press releases across 2020.
Presence Score can be used to benchmark media exposure versus competitors.
CES 2021
Measuring the boost in Presence for CES 2021 (Tech Event / Exhibition) happening on 11-14 Jan 2021). For a number of days, CES-related discussions dominated tech conversations all over the Web. Using Presence Score can help to benchmark CES media exposure versus previous CES editions as well as rival events. It can also be a vital contributor to CES brand awareness calculation.
How do we calculate the Presence Score?
The two most significant Presence Score contributors are the number of mentions and their total reach (based on impressions they potentially generated). The more mentions and reach - the more substantial the Presence Score.
What values does the Presence Score range?
Presence Score operates on a scale from 0 to 100, where 100 is a score achieved by globally recognizable brands. Its growth speed decreases with progress, which means that it is much more challenging to grow the Presence Score from 70 to 80 than from 10 to 20.
How often do we calculate the Presence score?
The result is determined for each day based on the sum of the amount of data for the previous week. It is also possible to select a weekly or monthly range on the chart - daily data are then averaged.
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