“Those that focus on providing highly comprehensive and reliable data will excel”

Todd Murphy

Interview with Todd Murphy, CEO of Universal Information Services, a media intelligence company in Omaha.

Hi Todd, what is your background, and what is included in your current role at Universal?

I grew up in the media monitoring industry as my father had purchased a press-clipping bureau in 1959. I started developing broadcast monitoring solutions in 1983 while in junior high school.

I attended the University of Wisconsin-Madison, where I majored in Communications and minored in Psychology. I didn’t plan to come back to the company business, but I saw an opportunity related to data mining and retrieving information from content databases, aggregators.

I came back in 1991, and started developing solutions for TV, radio and Internet monitoring and measurement; Internet monitoring turned into web monitoring in the late 90’s. I have seen a lot of growth from our company and had a lot of fun creating new solutions for our clients. Although I bought the company from my father a few years ago, he is still involved with our work. I am the CEO, but Jim Murphy retains the President’s title. He still comes in to work every day!

As CEO, I tell most people my current role mostly involves knocking down hurdles for my team. Removing hurdles lets my team move more quickly. I also focus on research and development of new services for our clients, as well as developing strategic partnerships and opportunities.

What differs Universal from other media intelligence companies?

Our two main competitive advantages are content and accuracy. We are the only ones that are comprehensively tracking all media types and using valid analysis methods to create highly reliable measurement data.

In contrast to software as a service vendors (SaaS), we get all the newspapers articles, TV and a large cross section of radio across the country.  Along with the traditional media, we’re also monitoring web and social content. Together this makes us unique because we have the ability to track all the content, and not just a portion of it, then analyze the full sample as needed.

Our analysis team can go in and look at the resulting data and then pull true insights out of it. Our approach follows a methodology that is accurate and replicable. In this way we avoid semantic errors, like those found with automated sentiment analysis, and we can deliver much more reliable insights.

What are your greatest challenges ahead at Universal when it comes to serving your customers and developing your offer?

Our biggest challenge has been re-educating customers coming from our competitors. Over the last 4-5 years, we have had to “re-program” customers who have used other services because they have often been mislead about what “complete coverage” means, or what “real PR measurement” includes. Automated measurement tools are very inaccurate. We let our technology do much of the heavy lifting, then our trained analysts provide the reasoned insight needed to fulfill an exacting order.

We have to tell them what it really means—TV monitoring isn’t only monitoring a TV station’s website, but actually monitoring what’s broadcast in addition to the website.

Earlier this year, you released Alpha Clips, a service that tracks article origin of shared news stories. How does that service work, and how have your customers received it?

Alpha Clips identifies the first point of entry for a story, where and how it broke. It tracks feeds from press clipping content and web content on a 24-hour cycle. We can show our subscribers the story’s true origin, and whether it was published or digital.

We are able to pull that information into our system, and, based on timing, identify which story was released first, thus identifying the alpha clip.

For example, if Los Angeles Times released a story to commonly owned outlets, it could appear in dozens of newspapers across the country. Our software will identify it as the same story, and the alpha clip will label it as a +1 or +30 (depending on the quantity of outlets that ran the story). This reduces the text our clients have to read because artificial intelligence uses journalistic rules to pull out the key elements of the story.

The benefits of Alpha Clips is the ability to show the origin of the story, save customers time by summarizing it and reducing content volume our PR and corporate clients have to go through by clustering the same story rather than identifying it as a series of repeated stories in a report.

Have you recently, or do you plan to, release any new technology-based solutions that will add to or improve services for your clients? If so, what solutions, and how will your customers benefit from them?

This January, we plan to take a big step in relation to our media measurement services. We have created a more interactive and dynamic process for our customers when it comes to the graphics and insights we offer them.

While I was at the international congress in Copenhagen, FIBEP, I realized that being able to provide our users with more support should be our focus for 2019. In line with that, we’re going to offer additional consultative services with our services. We will provide our customers with strategic insights that will help them move their outcomes in a positive direction in relation to their goals.

We’re not going to offer PR strategy, but we will suggest what customers can do to improve their outcomes based on what we know and can show them.

All clients have different levels of understanding how media can be analyzed; what is the most common misconception that your clients have?

What are valid results?
What is reliable data?

Clients who came from a software as a service (SaaS) environment that didn’t provide a lot of support, but shifted the work to the customer, have the biggest misconceptions about those questions.

Those customers often aren’t prepared to structure a focused search strategy or objectively look at data results according to a sound methodology. They may have invested a lot of personal time and money into a campaign, and subconsciously be “looking” for outcomes that may not exist.

We try to deprogram them, if you will. We provide our clients with complete transparency of our methodology and earned media results. We want our clients to see how we arrived at their insights, rather than hide them behind server code.

With the experience you have in this industry, being with Universal for 27 years, what changes have been the most unexpected over the years?

It’s been most surprising to see the largest organizations moving away from a model that focuses on customer service and support. That has been to our benefit, which is where all our growth comes from these days.

Customers have always needed support because they’re busy and shifting work to them makes their jobs even harder. Why haven’t my peers used technology to make information more easily consumed? That is what we focus on.

With your great experience, is there a specific mouthwatering case that you know of where media intelligence has played a crucial role for a client? If so, what case was that?

I’d like to think everything—without mentioning specific clients, certain crisis management clients that would involve mass shooting situations in public places have benefited from our services. We have been able to assist them in real time by tracking and reporting the way news is shared and delivered so that our clients can understand if the media is getting facts out correctly.

We have also helped school districts avoid hiring a new superintendent who should never have been around children. We uncovered media exposure that indicated that the candidate wasn’t a good choice for the position. This information was only found due to media intelligence services—because the person was never prosecuted, a criminal background wouldn’t reveal this information. We saved the district a possible PR nightmare and prevented them from wasting a lot money.

Currently, copyright and licensing for data used for monitoring differs depending on the region and type of media. How do you see changes regarding copyright as affecting the data that is used for media monitoring in the future?

I’m optimistic that in the U.S. we still have the opportunity to do it right. Globally, we have examples all along the continuum—from dysfunctional to fully functional.

The difference in the U.S. is that we have so many more media outlets that it makes it cumbersome. There is opportunity for us to do it right because we haven’t done anything comprehensively, yet we have the chance to.

Content owners and users have to be amicable with each other because they’re in the same boat. There is not one media outlet so valuable that they can charge high licensing fees, because now clients can just get their content elsewhere.

A more common playing field is good; and opportunity to get comprehensive copyright licensing solution for the U.S. is possible. I am optimistic the U.S. can do it right.

When it comes to the actual data behind the media intelligence you do, what kind of data or media not currently used for media intelligence can be interesting in the future?

All types of data. We’re in the early stages of working with previously ignored data to overlay with media intelligence and measurement tools, creating better predictions and outcomes, such as:

● demographic data
● psychographic data
● financial data
● weather statistics
● event and crowd metrics
● behavioral modeling

How do you think the media intelligence industry will change in the next 5 years, and what are the greatest challenges ahead?

Those that focus on providing highly comprehensive and reliable data will excel. Those that are only sampling a small portion of content or those who are solely relying on software as a service will compete at the bottom for low priced clients who may not care how accurate the information is.

Those who can’t afford to miss a story or put an incorrect chart in front of their CEO are my clients, and where the growth is.

By Renata Ilitsky