September has turned out to be a big month for marketing and PR measurement. This week, I attended the Time Inc. 2014 Association of National Advertisers Masters of Measurement Conference in New York City. The conference was the ultimate display of the art and science of marketing. We discussed marketing mix attribution, statistical modeling and the impact of search algorithms — and saw great examples of innovative marketing campaigns.
Last week, the International Association for the Measurement and Evaluation of Communication held its AMEC Measurement Week and hosted corresponding events on PR measurement.
The AMEC Measurement Week really got people thinking, talking and writing about PR measurement. I’ve pulled together the best marketing and PR measurement ideas I read this week.
- The Roadmap for Measurement’s Past, Present and Future. PRNewser: “There are hundreds of CEOs and CFOs and CMOs who are demanding an end to the status quo in this area. They’ve been quietly frustrated with the state of marketing and communications metrics for a long time. Now, they’re just plain mad. They’re demanding a solution that meets their specifications. And we have to remember one really important thing—the only standard of proof that really matters is their standard of proof. That means business value creation. That means revenue, margin, cash flow and shareholder value.”
- PR Measurement Evolves. Council of Public Relations Firms: “Increased budgets have heightened the need for accountability and demand for metrics that prove ROI and performance against goals is stronger than ever. ‘Establishing a sound measurement framework at the outset of a PR program with clear, realistic objectives that link to business goals is critical,’ said Dave Senay, President and CEO of FleishmanHillard. For clients, proving the success of a campaign comes down to outcomes, which are results of the PR effort reflected in changes in the perceptions, attitudes and behaviors of the target audience.”
- What’s Out There, What to Measure and How? Marketing Magazine: “I believe that agencies want desperately to find a meaningful, easily explained process to support the value of public relations in a neat package of numbers and charts that clients will not only appreciate, but use to support expanding the use of PR. Clients want a credible means to explain the monetary upside of PR to sales and finance. How many times have we been asked about the incremental benefit for each additional dollar invested?”
- How to Master PR Measurement. The Vocus Blog: “According to Kami Huyse, founder of Zoetica Media, measuring and analyzing our data provides us with three results: 1. Diagnose. We see what efforts worked and which ones didn’t. 2. Prioritize. We can make more strategic decisions and make better plans for the future. 3. Evaluate. We understand the return on investment (ROI) of our efforts and their value to both our customers and our brands.”
- Data’s Greatest Value for PR lies in Planning. Business 2 Community: “A recent study by Hotwire launched during AMEC’s measurement week shows that senior execs now rank planning as the prime use of data and analytics. More than half (51%) use data to inform future plans and strategies, providing PR campaigns with crucial insight up-front rather than at the end. Only 1 in 4 (28%) use data to gauge the success of past social media and PR campaigns. ‘Measurement has to be at the heart of every campaign. But measurement on its own, without a current understanding of the audience, the competition and the landscape just isn’t enough,’ says Brendon Craigie, CEO of Hotwire.”
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