By Jeff Ketcham, Chief Search Strategist
Truescope has developed and deployed a new model for media intelligence. By combining the best technologies with the most comprehensive data set, Truescope can serve clients in a way entirely unique to the industry. This approach shows how Truescope has quickly become the media intelligence platform clients love to use. One of the reasons Truescope has achieved success so quickly is because of our use of professional search strategists. Below is a short description of how this creates great value for our clients.
1. The Problem: Other services can limit your search terms or force you into a DIY search strategy, impacting the quality of results.
Keywords alone will only get you so far. Often keywords in abstraction will bring in too many results due to lack of context. This means relevant mentions get lost in the "noise". Simple queries with individual keywords will often bring in unrelated results. Also, the simple queries are limited in their combination of terms in conjunction with other terms.
2. The Pain: The above problem can result in inaccurate results, constant customer support calls, and a lot of wasted time.
This can be a pain point to users because comprehensive media searching isn't a 'set it and forget it' process. A good way to manage the "signal-to-noise"ratio is to specify circumstances or context in which needed terms appear. Truescope's strategy arrives at an accurate balance between bringing in too much irrelevant content (noise) or too little content (too granular). This balance is achieved using advanced Boolean operators, contextual filters, and natural language processing (NLP), which manages the media source feeds and identifies alternative phrases that are unique to the clients' desired outcomes.
3. The Solution: Truescope alleviates this pain by using professional search strategists, as well as monitoring any simple queries for errors or refinement (The Two Sets of Eyes Rule).
Beyond just building the initial queries for our clients, we regularly monitor and adjust our clients search strategies to optimize their results. We do our own research into the names and terms provided to find any additional context and keywords that can enhance the accuracy of a search. We utilize feedback from our Quality Control Team to identify any trends in the search results, either good or bad, and adjust terms based on their experience with the actual media exposure. Finally, we work with our Client Success Team to ensure that we are always current and on target with our clients' interests and needs. Our team approach ensures that no search strategy, for any of our clients, is created and forgotten by a customer service representative.
Crafting a successful search strategy is an ever-evolving process. By utilizing the techniques mentioned above and working as a team, Truescope works to maintain the highest percentage of relevant stories and limit the 'noise' as much as possible. Search strategies are also a highly subjective field with multiple paths to a successful result. For this reason, we cross-check strategies just to make sure we've created the best possible search… and if it needs improvement at any time, we do so.
This is just one of the reasons Truescope has quickly become the media intelligence platform clients love to use.
