AMEC Virtual Summit 2020 session presented by Florian Laszlo, CEO Observer media intelligence

What is integrated brand intelligence (IBI)? Simply explained, if monitoring provides data, media resonance analysis provides published opinion and market research and opinion polling provides public opinion, then IBI is the collection of all three of these components.

Drawing on more than 20 years’ experience in media monitoring and analysis, Florian Laszlo explained the concept of IBI in more details using its correlation with the AMEC measurement framework.

He described the importance of running measurement even before embarking on communications strategy to provide a clear starting point for planning. It also validates the audience and concept with the data to prove that the audience exists and it has the required purchasing power.

Measurement then feeds into creative activities through focus groups and concept testing, for example, and into planning through SWOT and PESTLE (political, economic, social, technological, legal and environmental) analyses.

Outcomes require measurement, from learning and trust, to preference, intention, attitude change, behaviour and advocacy. Additionally, there is the organisational impact such as reputational improvement, staff loyalty and retention and social change to measure and compare.

All of this together is IBI.

Furthermore, Florian emphasises throughout that it is a cyclical – or circular – process, with end-of-campaign measurement feeding in as the starting point to planning. Ultimately, IBI should improve spending and efficiency, enabling communicators to deliver better results for brand and company as a whole.