IMPACT is an at-a-glance indicator of the type and degree of impact each metric currently has on your overall brand health. The impact of each metric is reflected on a six-dot scale in order to help you make quick assessments of your strengths and weaknesses.
Scale:
More green dots mean your performance within the metric has a more positive impact on your overall scores, and more red dots mean your performance has a more negative impact on your overall scores.
Example:
For example, when viewing the IMPACT dots for the metric “Social Media Followers” pictured below, you see the scale to which your “total social media followers” draws the Considered Score away from the average score of 100. In this case, the index score of 40 (0-200 scale, with 100 being average)is having a medium negative impact on the overall Considered Score (since we’re seeing 2 out of 3 possible red dots). This would be a great indicator you may consider doing things to drive up social media follower numbers – improving content, increasing engagement, or investing budget to boost your reach.
By contrast, when viewing the IMPACTdots for the metric “Brand Content Differentiation – Emotional Themes” pictured below, the scale is indicating 3 positive dots, which means that with an index score of 176, the metric is having a high positive impact on the overall score for Unique (since this metric is a driver of Unique score). This is a great indicator that you have a distinct approach to messaging core themes compared to your competitive set.
