The algorithm, called PR Value, shows the monetary value of mentions in articles on news sites, blogs and forums and in social media messages, using several real-time factors. Says Toine Verheul, CEO of Coosto, “We believe that PR Value lets professionals make better brand decisions. Until now, it wasn’t possible to soundly assess what the return on investment is for marketing and PR activities. To answer this frequently asked question, we asked PR agencies and corporate communication strategists what they thought were good indicators, and accordingly, we put our data scientists to work.”
