AIRIES
The internet is now a major source of information about your company provided by third parties (the media, competitor websites, user groups, etc). These third parties may be objective or subjective, friendly or hostile, helpful or harmful.
All major companies now need:
- to monitor those third party sites which carry relevant information
- to be made aware as soon as possible of what is being said about themselves and their products and services
- to have a professional, soundly-based assessment of the reach, effect and value of this coverage
AIRIES is designed to meet these needs.
Stage One: There are three ways of acquiring your coverage:
- If you are already supplied with links to your coverage by a monitoring agency, we will feed these links into the AIRIES system, for content analysis, evaluation and daily checking.
- If you are not currently monitoring the web adequately, Panarc will arrange to monitor more than 25,000 of the top UK and international websites on a daily basis to find your coverage, based on a list of agreed keywords.
- Alternatively, you can supply Panarc with a list of keywords and nominate the websites you wish Panarc to monitor. (Panarc will recommend any sites you have not listed but which are relevant to your area of interest.) You decide the final list and all the web addresses on the agreed list are entered into AIRIES.
Stage Two: Following the daily scan for coverage, a Panarc analyst will read, evaluate and code the content of each web-page. This means that, through AIRIES, you have a qualitative as well as a quantitative assessment of your internet coverage.
Stage Three: Each article is awarded a WOTS score (Weighted Opportunities To See score), based on Unique User and Page Impression statistics or, in their absence, website ranking statistics - and, if the client requires it, given a cash value, based on internet advertising rates. WOTS, and any cash values ascribed to the coverage, take account of the reach of the website, the position of the web-page and the prominence of relevant content.
Stage Four: Every day, AIRIES will access every web page to find out whether the page is still accessible and, if so, update your WOTS score and the estimated cash value of the coverage. This means your WOTS score is always a fair reflection of the number of days/weeks/months each web-page has been accessible and the reach of the coverage.
Stage Five: Once AIRIES has been set up, the results are displayed on your own password protected sector on the Panarc website so that you can:
- review a summary of results
- perform analyses by key word
- inspect the coding for each record
- click on a link to read a text version of the page, with your keywords highlighted
- click again to inspect the original web-page itself.
Stage Six: At the end of each month, if you require it, the Panarc Analyst will prepare an Internet Evaluation Report, assessing the content of the internet coverage, including messages, and quantifying the results in terms of reach and value.