NarrativeTrackingSystem
The Challenge
Teams had no consolidated view of how media coverage and partner communications were performing across Latin America. Impact was tracked manually in isolated spreadsheets, making it difficult to respond to emerging trends or assess communication effectiveness.
Approach
- Aggregated media coverage, partner outputs, and online conversations from over 50 partner organizations
- Designed taxonomy for environmental discourse classification
- Built sentiment and trend analysis pipelines
- Created real-time intelligence system replacing fragmented manual tracking
System Design
- Multi-platform data aggregation (social, news, policy) from 50+ partner organizations
- Automated trend detection and alerting
- Sentiment classification using mixed methods
- Integration with Brandwatch, Audiense, and Looker Studio
Data Sources
Outputs
- Real-time narrative dashboards
- Trend alert reports
- Strategic messaging recommendations
- Monthly discourse analysis briefs
Decision Impact
Reduced response time from weeks to 24-48 hours for emerging narrative shifts and reputational risks
Consolidated tracking from 50+ partner organizations into single intelligence system, replacing fragmented spreadsheets
Provided quarterly trend analysis that directly shaped editorial priorities and content strategy
Dashboard insights cited in funder reports as evidence of communications impact and reach
Adoption & Cadence
Used by Regional Manager, LATAM Director, and senior digital marketing teams. Reviewed at end of each quarter to see narratives people read and discussed most, informing decisions and goals for the next quarter.
Governance
Owned by Data & Analytics team. Recognized by Executive Strategy Director and Americas Director for transforming fragmented manual tracking into structured real-time intelligence.
Tools Used
Additional Context
Narrative monitoring shortened feedback loops and improved message consistency across partners.
Key Innovation
Combining social listening with newsroom and policy signals improved early detection of narrative shifts.