TrustedOut’s AI compares every word and expression of every article in a country with every classification’s bag of words of our taxonomy. (more on our technology here).
As every word in those bags of words has a weight, permanently re-assessed, we are able to compute a level of expertise over a period of time. For “Past week” for example, within all articles profiled over the past 7 days, some have a level of expertise corresponding to, from most expert to least, “Dedicated”, “Specialized, “Covered” or “All”
Different periods mean different Media and Sources
As explained in our Technology page defining a period of profiling means a time sensibility. The shorter the period is the more sensitive to news your Corpus will be. Reverse is true. The longest the period is, the more stable the Corpus will be.
Want them all? Select All Periods.
The list of media and sources your analytics or whitelist as campaigns will be based on might want to combine them all, the most sensitive to news and the most stable over time.
Let’s watch an example:
From the corpus definition above (Eating and Drinking, Specialized, in France):
Specialized, past week:
Hereafter is the Media and Sources export. Green means unique to this period of time.
We can see a lot of Media and Sources unique to this period with a majority of Twitter account belonging to Media showing the sensibility to news we explained above. Those Media twitter accounts have been active over the past 7 days but their weight over a longer period of time, Month and Quarter, doesn’t qualify them as Specialized.
Specialized, past month:
Same for past month here:
Specialized, past quarter:
Same for past quarter here:
By the numbers:
Why it matters:
Depending on your project, analytics or ad campaigns, the sensitivity to news and the depth of expertise mattes. Not only are our profiles updated permanently but your selection allows you to truly get the definition of content you trust… to make decisions you are going to trust.
Is the content you base your decision on the one you trust?
Is your brand appearing within sites you trust safe?
To make sure you answer yes to those questions (and more like where is focused your PR effort, are you tracking the right market…), TrustedOut is proud to offer, a posteriori profiling report.
It’s never too late. To know and fix.
As shown in the graphic above:
1/ Get the list of sources/media from your analytics tools and/or your DSP
Simply export the list of sources and/or media used for your analytics or get the list of domains from your DSP or ask your ad agency. This list can be in CSV, XLS or else in text format.
2/ Simply use the new “is in file” condition
New in TrustedOut is the “Files” menu. Upload your CSV or XLS made of your sources/medias as seen in previous step
Add the new condition for “Website”: “is in file” and select your CSV/XLS
3/ Click Report. Voila.
A real example?
Of course, we will keep this example anonymous. The privacy of people who trust us is top priority for us.
From an ad campaign, not using TrustedOut for its curation, we got the CSV file of all domains where a bid was won and thus, the client’s brand was exposed.
The Corpus producing the Report is dead simple but you can use this new filter line to dig into taxonomy, Spotted as, Countries, Languages etc…
Let’s go super simple. 1 line. That is it.:
Again, to keep this example all private, we won’t show the real and full report but here are few pages
Is your brand exposed in editorial focuses you want?
TrustedOut Report shows the editorial evolution of the domains where your brand was exposed.
Of course, the same applies to a list of sources used for your strategic decisions out of your analytics tools.
Is your brand exposed in sites spotted as toxic, political, religious or satirical?
Do you truly knew your brand was exposed there?
In our example, the client didn’t know and didn’t want to be seen on sites perceived as Far left or Far Right.
Well, just to mention one, its brand was on Breitbart. And more…
In the country and language you picked?
Client aimed for France and French.
TrustedOut found only 58.9% were in French and less than half in France.
The Solution: Use TrustedOut to ensure your curation is made of the content you trust.
In the example above, we offered a different whitelist made of media in France and in French, the desired taxonomy, both in expertise level, over a chosen period of time and blocked all toxic and extreme political orientation. We could do more.
We are delighted to introduce within our Customer User Interface, a new feature coming from the feedback we’ve collected:
“How to get a daily report on the Corpus I’m using for an ad campaign or analytics on a product launch?”, “I want to share this report with my management, so no learning curve, must be straight forward”
Well, here it is. In the Customer UI, there is a new “Report” button. At any time you can get a PDF of what your Corpus is made of and share it amongst your team or/and client for review or approval.
Brand Safety Surveillance.
Let’s take an example: You are running an ad campaign to get traffic to a page. TrustedOut analyzes the destination page and build the following Corpus for this campaign:
Content must be French for France
Media must have covered “Society” AND talk about “Digital Life” over the past quarter to get stable classifications
Corpus looks like this:
A click on the “Report” button will give you this PDF:
Fine tuning your Corpus to get the desired Report
At all time you can tweak your Corpus to correct things you don’t like in the Report.
For example, page 29 shows:
… and you don’t want:
You can tolerate Politics but don’t want Far Right, nor Far Left
You’re ok with Religions and Humorous/Satirical
Then, change your Corpus definition to:
Next: Connect your Corpus to your DSP. (Spoiler alert: Blog post coming soon :))
Analytics Perimeters Watch
Controlling and sharing the Corpus you use for your analytics is critical.
After all, trusting decisions you are going to make impose to share the content you use to make your analytics and thus the decisions from those.
(reminder: the name TrustedOut comes from “If it’s not Trusted In, it cannot be Trusted Out”)
To pursue with our example above, the Report shows on page 9 the trends of your Corpus over time:
Now, say you don’t want to use, for any reason, media talking about Preschool and Primary Schools:
Simply change your Corpus definition with the addition line:
And now, Trends look like this:
Get management and clients involved by sharing Corpuses!
Preventive Medicine next to what other Editorial Classifications?
In France? In the US?
Radar charts above are made to show the Top 6 editorial classifications and their respective weights. Data are for the week from June 22nd until June 29th 2020.
Here’s a more detailed view:
Interesting to notice within the Top6:
Unsurprisingly, Media in both countries are focused on Medicine & Health, but Pharmacy & Drugs is almost as high as Preventive Medicine in the US (Way less in France).
Media in the US are Personal, Family and Care, when France talks Disease, Dermatology and Dentistry/Odontology
In the US, right after Medicine & Health is Economy & Enterprise, heavy on Employment & Unemployment, Communication and Career. Health has a strong link on Jobs. Not present in France
In France, right after Medicine & Health is Politics, heavy on Political Party, Civil Defense, Public Services and Administration. #6 in the US with Public Services at the same level.
Lifestyle is present in both countries. Only with Kids in France, more classical Lifestyle with Home and Eating & Drinking in the US.
Healthcare is only present in the US, heavy on Hospital & Clinic while Sports is only present in France with Fans/Community and, unsurprisingly, Football and Cycling
Why it’s important
In these uncertain times, you might want to avoid content related to the current pandemic, so instead of managing the unmanageable, always out-of-date, black list of keywords, simply add the following condition to your Corpus, export/connect to your DSP… voilà.
If you choose to target the Medicine & Health > Preventive Medicine content, it’s important for the consistency of your brand to know what type of content is within the Media you will authorize in your white list or your PR effort or what kind of content you choose to analyze.
All these analytics where done on the period 3/17-6/17/2020.
Today, we are looking for coverage of the following religions: Buddhism, Christianity, Hinduism, Islam and Judaism, deliberately listed in alphabetical order as, should it be necessary to mention: In no way, we are pushing, nor valuing any religion, one vs another, or in general.
Above, we are comparing the Editorial Classifications of Media spotted as Religious in both, USA and France.
We can see Editorial classifications are very similar except for Economy and Enterprise, only in the USA and Medicine and Health, only in France.
What makes Media Spotted as Religious different?
In the USA:
Here, we are comparing ALL media vs those spotted as Religious, both in the USA.
The Top 6 Editorial Classifications for Media spotted as religious:
. Has Society as #1 . Shares the same Top 3 . Does not have Sports and Entertainment and Leisure . Has Economy and Enterprise and Humain Sciences
This time, we are comparing ALL media vs those spotted as Religious, both in France.
The Top 6 Editorial Classifications for Media spotted as religious:
. Like in the USA, has Society as #1 . Unlike in the USA, does not share the same Top 3 . Does not have Tech and Sports . Has Human Sciences and Medicine and Health
Country vs Country+Language
Next, we had a look at the difference between a language and the same language spoken in a specific country.
The Top 6 Editorial Classifications for Media spotted as religious in English, in the USA vs anywhere:
. Same Top 3 but stronger in Society and Politics in the USA . USA has Economy and Enterprise . Anywhere has Law
The Top 6 Editorial Classifications for Media spotted as religious in French, in the France vs anywhere:
. Same Top 6 . Stronger in Society, Lifestyle and Politics in France
How is Christianity covered?
Now, let’s focus on one religion. We picked Christianity, out of Buddhism, Hinduism, Islam and Judaism because its coverage is the largest within both countries.
The Top 6 Editorial Classifications for Media spotted as Religious > Christianity in both countries:
. Both have Society as #1 with heavy scores. . Both have Lifestyle, Politics, Human Sciences, Culture and Arts
. Only France has Medicine and Health
.Only USA has Education.
The case: How, from a list of URLs, can I optimize my communication?
To preserve the confidentiality of those involved in this real business case, we will not share any name or URLs
In our exemple hereafter, the client, ACME Co., has compiled a list of article URLs related to its brand. We could use this list as is but ACME is also scoring every article with a popularity number made of mix of likes, retweets, comments…
All in all, we start with a list of URLs compiled by a client, with or without scores.
1. Editorial profiling for each URL.
For each and every URLs, TrustedOut returns the top editorial classifications.
2. Classifications/score weighting and taxonomy consolidation.
Per article, classification split and scores are weighted. Then, to align with the taxonomy, the 3 hierarchical layers are consolidated:
3. Tree Mapping learning.
We use Tree Mapping to get a visual of the table above.
Here are some key learning:
3.1 People #1. Priority to Political Engagement
People is the biggest classification branch and Political Engagement should definitely be a priority. For campaigns, PR and watch.
Interesting, as well, are 2 related classifications: Series in Culture and Arts and TV/Videos/WebTV in Entertainment and Leisure.
3.2 Then, is Politics. 3 major classifications echoing People’s Political Engagement.
Very interesting, to see, way above, Political Engagement in People first and then 3 classifications of the same stem, Politics from the General branch.
Public Services, Civil Defense and Government are totaling 38,500, that’s almost 95% of the People’s Political Engagement (40,800).
It becomes easy, to orient your communication to resonate on this insight.
3.3 Sciences is all about Medicine and Health. Don’t miss Pharmaceutical and Drugs.
Same stem, Medicine and Health, 3 classifications with 2 clear split in importance: Pharmacy and Drugs and then, Care and Fluid.
Clearly, Pharmacy and Drugs, bigger than each Politics and half of the top notch Political Engagement, should be a focus.
3.4 Industries: All about Healthcare. 2 top classifications.
Interesting to see top 2 are, by far, Hospital and Clinic and Pharmaceuticals, both in Healthcare. 3rd and far behind is Manufacturing and Retail > Tobacco.
Interesting insight as well is to see the Industries > Medicine and Health > Pharmaceutical being half of Sciences.
Sciences first, then Industries helps with the agenda of your communication and branding efforts.
Bottom line: Focus on People and Sciences, knowing what to talk about for each.
Use the following insights for your communication, ad campaign, PR effort, Internal/External engagements…
> Tone: People and Sciences first.
> Address People’ Political Engagement knowing the 3 matters in Politics
> Approach Sciences’ Pharmaceutical and Drugs and develop on Healthcare.