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Media analysis evaluates the impact of media on a target audience, while media analytics focuses on outcomes such as sales rates. Web and social media analytics are becoming prevalent, with consultants helping companies improve their existing media systems through programming and customization.
Media analysis is the evaluation of a specific media message or construct to assess how it affects a target audience. This contrasts with media analysis, which would be a more traditional assessment of what is in a message or media construct. Business media analysis tends to focus on outcomes that affect sales rates or other specific events.
Within the broader definition of media analytics, some specific forms of this type of service are becoming prevalent. One of these is web analytics, where those reviewing web media analyze its specific effect on a target audience through quantifiable data such as original views, location of ISP addresses, and more. Web analytics can also look at the results of embedded items such as Google ad words.
Another new part of the media analytics field is called social media analytics. Social media is a term for very recent innovations in the online and wireless world, including sites like MySpace and Facebook, as well as alternative methods of communication like Twitter, often enabled by wireless technologies for smartphones. Businesses are exploring the marketing opportunities of these platforms with social media reviews that focus on how new media can help promote a business or product or sell goods or services to a consumer audience.
A media analytics company can help a company improve its existing media systems. Web analytics consultants, for example, focus on how to improve or update an existing website or other Internet initiative. This may include creating new online forms or applications, installing shopping carts or customizing a website to allow for the entry of personal data. Other elements include tracking customer events and automating some of the market research that helps business leaders chart a future course for a company.
Web analytics consulting firms often rely on specific developer skills to use traditional computer programming languages to work on client websites. Developers can work on creating an entirely new client interface on a web page from scratch. They may also be involved in the design of add-ons where the new programming language enhances what an existing webpage can do. Programming knowledge and familiarity with common web interfaces are critical for this type of work.
Social media consulting and analytics services often focus more on how a message is deployed within the target audience. Much media relies on pre-existing programmed technology. Social media consultants and analysts tend to look at how these free-form technologies can be customized and used by a business to make a profit through better consumer outreach.
Asset Smart.
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