Launchmetrics Glossary text, LM Glossary
Reach
An estimate of how many unique people will see and potentially engage with content. It can be based on circulation rates, unique monthly visitors, shares, backlinks and/or the number of followers.
Impressions
The total number of times content is displayed. This counts every time content is displayed to a viewer. There can be multiple impressions by a single unique viewer.
Engagement (or Reactions)
The total number of interactions on a piece of content. This includes comments, likes, shares, and views.
Engagement Rate
The portion of followers of an individual social media account that are interacting with that person’s posts. This can be used to compare how active an influencer’s follower base is along with the overall impact that influencer has. For example, a post with 100K likes from an influencer with 4 million followers indicates an average engagement rate of 2.5%. However, a post with 100K likes from an influencer with 550K followers indicates an exceptionally engaged audience as it has an 18% engagement rate.
Unique Monthly Visitors
The number of unique visitors to a website in a given month. This does not include multiple visits by the same user.
Monthly Visitors
The number of visitors a website receives in a given month. This includes repeat visitors and can be used to judge how active visitors are. For example: if monthly visitors total 400K but the number of Unique Monthly Visitors is only 100K it shows that people are coming back to the site an average of 4 times per month.
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. Read more.
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 to benchmark your marketing & communications strategies against your competitors.
Share of Value
The percentage of Media Impact Value™ generated by a brand, a segment, or an influencer, during a specific time period (ex: monthly) or an event (ex: Fashion Week, BeautyCon or Baselworld). Share of Value can be used to identify the most talked about brand during an event or benchmark your marketing & communications strategies against competitors.
Channel Mix
The percentage of coverage or Media Impact Value™ that was generated during a specific time period (ex: monthly) or an event (ex: Fashion Week, BeautyCon or Baselworld) across Print, Online (online media publications, slideshows, blogs) and Social Channels (Instagram, Facebook, Twitter, YouTube).
Voice Mix
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. Voice Mix is a metric that provides the percentage of coverage or Media Impact Value™ generated by each of the five Voices that move consumers through the buying journey. Read more.
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
Influential individuals within the fashion, luxury and beauty industries that are known for their digital presence such as Chiara Ferragni or Aimee Song.
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 your brand’s own social media properties including Instagram, Facebook or YouTube.
Influencer Mix
The percentage of coverage or Media Impact Value™ generated by a specific influencer tier.
Micro Influencers
10K-100K followers
Mid-Tier Influencers
100K-500K followers
Mega Influencers
500K-2M followers
All-Star Influencers
More than 2M followers
Brand Efficiency
Compares the number of placements generated by a brand against the average MIV® generated by each placement. This can be used to gauge how effectively a brand’s marketing & communications strategies are building brand equity. For example, a high MIV® but a low number of placements might indicate that a brand is missing opportunities to connect with consumers.
Sample Performance Ratio
The percentage of sample send-outs that are generating mentions from various Voices. It is calculated by dividing the total number of mentions across print, online and social media by the total number of sample send-outs each month. It can be used to evaluate the effectiveness of your sample send-outs. Keep in mind it is important to measure the quality of mentions in addition to the quantity.
Event Attendance Rate
The percentage of people who actually attended an event they RSVP’d to. It is calculated by dividing the number of attendees at an event by the total number of people who RSVP’d to the event and can be used to evaluate event health. Rates of 85% or higher indicate a well-attended event while rates below 70% indicate a high percentage of no-shows.