The messaging strength of your content will depend on the relevancy of the chosen topics to your audience as well as how strongly your brand is associated with the chosen topics relative to your competition. The Message Map score is an indicator of the current messaging potential of your brand based on the topics you have selected in the Message Map.
Your Message Map score may go up or down as you add topics or take them away. In general selecting topics that are more important than others (i.e., higher on the list of recommended topics) will lead to higher Message Map scores. However, scores also depend on how strongly your brand is associated with a particular topic. Add a topic strongly associated with your brand, and your score is likely to go up. Add a topic strongly associated with your competitor, and your score is likely to go down.
The Message Map score is calculated and averaged across all journey stages for which at least 1 recommendation engine generated topic is selected (topics with the “atomic” symbol).
The Message Map Score is based only on Vennli recommended messages. It does not take into account write-in messages. Also, it is based only on a comparison with those competitors listed in the Business Objective of the initiative.
Message Map scores typically range between 0-10. Higher scores are technically possible but highly unlikely. Message Map scores between 0-2 are considered “Very Weak”, between 2.1-4 “Weak,” between 4.1-5 “Moderate,” between 5.1-6 “Strong,” between 6.1-8 “Very Strong,” and scores of 8.1 and above are considered “Off the Charts”.