Michelin: Building a measurement engine

Auto tyre manufacturer Michelin created a measurement framework and dashboard to track its marketing efforts, streamline communications, inform strategy and build the brand.

Objective/Brief

Michelin's previous earned media metrics reports provided basic outputs of impressions, exposures, PR quality, and message traction to help Michelin understand where their communication was landing. However, Michelin experienced several issues with their third-party data partner and these resulting quarterly reports, including:

  • A lack of actionable, overarching insights based on the data
  • A lack of strategic KPIs linked to "bigger picture" goals
  • No insights or findings across individual business units
  • Inaccurate metrics or labelling

Most notably, Michelin was not engaging in "continuous learning." Rather, the previous measurement report was diagnostic and objective. Key message penetration—one of the most important...

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