Why Businesses Should Use Media Intelligence

Every day we create 2.5 quintillion bytes of data, a figure that’s only increasing. To make informed decisions, organizations must invest in technologies that allow them to analyze this data effectively. With such large amounts of data involved, traditional manual techniques are no longer viable if we want to capture even the smallest percentage of this information. This is why organizations are turning to AI-driven media monitoring and media intelligence. There’s still confusion and uncertainty about what exactly AI technology is, what it can do, and how it can impact business strategies. 

Defining Media Intelligence

Today, best practices in media monitoring, aka media intelligence, involve using AI-powered technologies to analyze data across all forms of media. This analysis includes social media posts, images, videos, blog posts and comments, print-based editorial content, press releases, and wikis. It’s a powerful component of business intelligence, as it gives organizations access to data outside their internal systems. This allows them to identify trends and themes in the market, providing organizational decision-makers the information they need to make large-scale operational decisions.

Media Intelligence Delivers Powerful Insights

53 percent of surveyed B2B marketers believe artificial intelligence (AI) will boost how effective marketing is in driving revenue.


So how can organizations use media intelligence to be more effective? There is a multitude of ways, including:

  • Brand building. Media intelligence helps provide a snapshot of how your organization’s brand is perceived– and communicated.
  • Reputation management. The real-time nature of media intelligence helps companies respond to crises as, or even before, they unfold.
  • Competitor intelligence. Businesses can use media intelligence to monitor competitor actions and market share.
  • Market intelligence. Companies can leverage media intelligence to gain valuable insights into critical market trends, shifts, or opportunities.
  • Critical issue monitoring. Businesses can keep an eye on vital issues that influence decision-making.
  • Media sentiment. Media intelligence helps provide a window into what people think – and are saying – about an organization.
  • Customer experience. By understanding what people are saying about your organization – or your competitor – companies can improve their overall customer experience.
  • Content strategy. Organizations can use media intelligence to gauge the effectiveness of their communications, as well as to craft compelling content strategies.

Media Intelligence is a Critical Business Decision

Companies that fail to integrate media intelligence into their business model are leaving money on the table. Media intelligence is a critical tool for helping identify trends that will impact your business and your industry. In the Everstring and Heinz Marketing survey again, most respondents (86%) noted that a campaign’s success was measured based on key performance indicators that were tied to revenue or pipeline.

In addition, media intelligence provides the insights needed for decision-makers to develop new products, services, or campaigns, adjust the trajectory of their business, or differentiate themselves from the competition.

Contexture’s AI-powered Mediawatch gives organizations everything they need to understand complex markets by monitoring news, publishers, and events in real-time. Affordable, versatile, and tailorable, it’s a powerful solution for businesses who want not only to make sense of the world’s data but to use it to their advantage. Visit our Mediawatch page to learn more.

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