MIV® Methodology
Scope: The Insights100 brands ranking is based-on Launchmetrics’ proprietary Media Impact Value™ algorithm (MIV®) according to the following scope:
- Period: January 1, 2019, to December 31, 2019
- Industries: Fashion, Luxury, and Beauty
- Regions: Worldwide coverage
- Channels: print and online publications, blogs, social media (Instagram, YouTube, Facebook, and Twitter)
About 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.
About 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 benchmark your marketing & communications strategies against competitors.
About the Voices:
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.
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 Fashion, Luxury and Beauty that are known for their digital presence such as Chiara Ferragni or Aimee Song. Influencers are broken down into the following tiers:
- Micro Influencer (10K-100K followers)
- Mid-Tier Influencer (100K-500K followers)
- Mega Influencer (500K-2M followers)
- All-Star Influencer (+2M followers)
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 on your brand’s own social media properties including Instagram, Facebook or YouTube.
