Measurement
Kea Company provides its customers with the following high standard measurement tools:
IDEAL Audit
Engaging in analyst relations has a purpose and it is
vital to know whether progress is being achieved. Conventional
practice, if it includes benchmarking at all, rests on the volume
of written coverage from analysts and their media quotes. While
these are important, they fail to connect activity to outcomes.
Kea Company's research methodology for analyst relations is the basis for our effective IDEAL audits. This is a detailed diagnostic interview which pin-points the strengths and weaknesses of your Analyst Relations programme, and gives specific guidance on how to optimise the five key Analyst Relations tasks: identification, development, engagement, alignment and leverage.
Kea Company's IDEAL audits are based on these factors but also includes feedback from the target analysts themselves, giving you a complete picture about how the programme is delivering.
Book your free IDEAL audit here!
Do you want to know and meet the analysts who impact sales? The Impact Model identifies and ranks the analysts influencing customers in your market.
The conventional approach to targeting analysts is to focus on the people with the highest media profile. While this is superficially attractive and relatively easy to implement, it often results in over-emphasis on analysts who have modest or little impact on sales. Kea Company's approach starts with identifying the people with impact in both domains - media visibility and sales recommendations.
Impact Modelling (IM) is Kea Company's method of using regional-specific base data and desk research, to validate and extend influencer lists, and to prioritise analyst houses and consultancies.
IM is based on a complex statistical method, tested successfully by dozens of companies since 2000. It uses our Intranet database, which tracks over 3,200 consultants and analysts focusing on the technology and telecoms markets, and over 20 measurements of each analyst's market impact. The resulting ranking shows how influence on sales is apportioned between the different influencers.
The Relationship Maturity audit (RM) involves a series of confidential interviews with your profile group in order to determine the current level of your relationships with the key houses.
After discussing with the team (in-house or agency-side), we will give you a balance sheet of your relationship building. We use our four-level maturity model to classify each house and produce a report summarising our recommendations for improving the rapport between the key people. This will conclude with clear advice for your company and your agency account team to consider.
Taken as a whole, the audit will:
- Allow you to assess how useful the programme has been
- Get feedback on how it could be made more useful for the analyst community
- Give you a solid year-on-year benchmark to measure by
The fastest way to show if you're winning more sales recommendations is to see if your firm is mentioned more in influential analyst research. Our benchmark shows how to refocus your effort on the analysts who influence sales.
Industry analysts awareness of different providers is a powerful predictor of how likely these providers are to be recommended to potential clients. One of the most important factors in addressing this important question is how your awareness with key market influencers is changing over time and how that compares with your competitors.
Kea Company's Analyst Mindshare Benchmark (AMB), which measures exactly this, also contains more than 5 years historical data across the most important international markets. We track awareness about several hundred technology, outsourcing and business consulting service providers, and the profile of all the analyst firms.
The AMB measures awareness through looking at share of voice in research published by analyst firms globally (over 375 firms' research is currently indexed) and in the key media internationally. The AMB method also includes measures that allow account to be taken of specific market and individual vendor's weightings of particular influencers. We can also make custom additions for those who want to add in other sources to the Benchmark.
If you are interested to learn how the AMB can help determine if your firm is top of mind amongst industry analysts, please contact us here to request a short interactive webinar.
Knowing which analyst firms are currently on top of their game is key to staying at the forefront of analysts' sales recommendations. This is the reason why Kea Company offers the Influencer Quadrant, a service that identifies which companies' profiles are on the rise, and which are on the decline, in the world of industry analyst research. With the Influencer Quadrant, we have created an easy-to-use tool for anyone involved in analyst relations wanting to get ahead and develop successful influencer marketing programmes. In this industry, vendors' share of voice in analyst research is strongly correlated with personal recommendations and mentions in research - both of which help generate business leads.
An Influencer Quadrant places firms from a particular industry into one of four segments: Spring (low profile, rising); Summer (High profile, rising); Autumn (High profile, falling) and Winter (Low profile, falling). By doing so the Influencer Quadrant clearly identifies those firms that are doing well, those with potential and those in decline against one another.
Kea Company conducts annual benchmark surveys of the world's most powerful consultants and analysts on a range of issues important to suppliers in the enterprise software, information technology, telecommunications, and related services industries. Each survey establishes influencers' opinion of over 30 leading vendors in five segments:
- Cloud solutions
- Networking and telecoms
- Software
- Services
- Enterprise Systems
Initial results are provided to sponsors at the end of the month, with a customised set of findings to follow. Follow-up interviews are conducted with analysts to discuss any surprises that rise in the findings.
Kea Company's comprehensive studies are backed by rigorous survey methodology designed to track analysts' perceptions of IT vendors and their Analyst Relations practices over time. Uniquely, each study covers a representative sample of analysts across the Americas, EMEA and the Asia/Pacific region, at firms like Analysys, Datamonitor, Eurolan Research, Forrester Research, Gartner, IDC, Ovum, Sociate, Vertical Systems, and Yankee Group.
We ask analysts which vendors they are more or less likely to recommend to their short lists this year; what kind of information grabs their attention; and how corporate Analyst Relations teams can customise programmes tailored to each research firm to foster more open communication and dialogue. The study is especially useful for multi-billion dollar tech vendors.
The studies explore the gap between what technology vendors perceive their rankings and relationships to be with industry analysts, and what the analysts really think of these vendors. The study tests the hypothesis that if analyst relations are managed effectively, technology vendors' sales and financial performance will improve as a result of analysts' favorable inclusion of these vendors in their advisory and research work.
If you would like to receive more information on our
measurement tools, please find the nearest Kea Company contact via
our Office Locator.
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