MIV® Methodology
About Media Impact Value™:
Launchmetrics’ proprietary Machine Learning algorithm provides brands with a unified currency to measure the value of all marketing activities across Voices, Channels, and Markets by assigning a monetary amount to every post, interaction, and article. Finely tuned to specificities of Fashion, Luxury, and Beauty, the algorithm was trained on actual media rates and 5+ years of FLB specific campaign data. It analyzes more than 100 quantitative and qualitative attributes including audience engagement, industry relevance, source authority, and content quality, to create a highly accurate method of measurement. MIV® offers a unified way to calculate how brand equity is being created and which strategies create the most ROI.
- Industries: Fashion, Luxury, and Beauty
- Regions: Worldwide coverage
- Channels: print and online publications, blogs, social media (Instagram, TikTok, Douyin, RED, Bilibili, WeChat, Weibo, YouTube, Facebook, and Twitter)
Finely tuned with AI Machine Learning, the algorithm relies on both quantitative and qualitative attributes specific to the Fashion, Luxury and Beauty (FLB) industries to ensure overall accuracy and relevance when benchmarking in the growing competitive landscape. The algorithm follows the same structure for each channel:
MIV = [advertising/activation value equivalent] x [source-based factors] x [content-based factors]
To find out more, please request a demo and reach out to our Launchmetrics team.
About Share of Voice:
The percentage of mentions generated by a brand, segment or influencer during a specific time period (ex: monthly) or an event (ex: Fashion Week, BeautyCon or Baselworld). Share of Voice can be used to identify the most talked about brand during an event or benchmark your marketing & communications strategies against competitors.
About the Voices:
Launchmetrics’ Voice-Centric approach highlights the Voices creating value today to provide a holistic view of marketing performance and cross-compare the impact various activities have on the customer lifecycle. From Media, Celebrities, Influencers, Partners and Owned Media, this methodology gives brands a unique framework to understand the ROI of these activities as well as the Voices that influence the customer buying journey from awareness and consideration to conversion and retention.
Media: Publications such as Vogue, Allure or Manrepeller.com. This includes print titles along with any online properties and social media accounts associated with the media outlet.
Celebrities: influential individuals that are known for something other than their digital presence such as actors, singers, and athletes.
Influencers/KOLs: influential individuals within Fashion, Luxury and Beauty that are known for their digital presence such as Chiara Ferragni or Aimee Song. Influencers and KOLs are broken down into the following tiers:
Partners: retail partners such as Matchesfashion.com or Sephora that can amplify a brand’s message across their own social media channels.
Owned Media: content posted on your brand’s own social media properties including Instagram, Facebook or YouTube.