The second European Summit on Measurement from AMEC got underway in Barcelona yesterday.\u00a0 There\u2019s a lot going on \u2013 discussions on content licensing, the industry\u2019s future, the needs of PR professionals and measuring business outcomes.\u00a0\u00a0 Data convergence, and choosing the right tool for the job, are among the hotter topics.\u00a0\u00a0\u00a0<\/p>\n
At last year\u2019s summit, we were all very excited (and a little nervous) about Social Media.\u00a0 This year, Social Media data has joined traditional Media Analysis, web analytics, stakeholder research data, CRM and third-party influencer data as one of a number of tools in the PR professional\u2019s measurement tool bag.\u00a0 The tools to use depend on the outcome to be measured.\u00a0\u00a0 More importantly, though, it\u2019s what these tools can tell you that matters.\u00a0 (Thanks to Tom Marklein from Weber Shandwick for his illuminating talk on this topic.)\u00a0<\/p>\n
Outside of media analysis (be it social or traditional), there is a wealth of information that can be gleaned from tools that most organisations already use.\u00a0 Here\u2019s a few to start with:\u00a0<\/p>\n
–\u00a0\u00a0\u00a0\u00a0 Web analytics (ask your web team) will tell a PR professional where traffic to the site is coming from, and what those visitors are looking at.\u00a0<\/p>\n
–\u00a0\u00a0\u00a0\u00a0 Stakeholder research (talk to the marketing team, or consumer intelligence) will tell you what stakeholders think about the brand.<\/p>\n
–\u00a0\u00a0\u00a0\u00a0 Data from CRM (check with customer services) will tell a PR professional what customers are calling in about.<\/p>\n
As a comms professional, you can use any of this data to prove the impact you are having on stakeholders.\u00a0\u00a0 So long as the data that you are using actually measures your activities, and reflects the business outcome you were hoping to achieve.\u00a0<\/p>\n
In answer to the question in the headline, by the way:\u00a0 more measurement is not needed, but better measurement is.\u00a0 It\u2019s very easy to get lost in data, so it\u2019s important that you are very specific about what you need to find out.\u00a0 And ask for help if you need it \u2013 your media analysis provider will happily walk you through this data and help you to use it effectively.\u00a0\u00a0\u00a0\u00a0\u00a0<\/p>\n
Now, we have a question for you:\u00a0 what data do you regularly use to understand your impact on brand reputation, sales and performance?\u00a0 And, why do you use that data?<\/p>\n","protected":false},"excerpt":{"rendered":"
The second European Summit on Measurement from AMEC got underway in Barcelona yesterday.\u00a0 There\u2019s a lot going on \u2013 discussions on content licensing, the industry\u2019s future, the needs of PR professionals and measuring business outcomes.\u00a0\u00a0 …<\/p>\n","protected":false},"author":322,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[865,502,184],"tags":[75],"_links":{"self":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/4258"}],"collection":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/users\/322"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/comments?post=4258"}],"version-history":[{"count":0,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/4258\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media?parent=4258"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/categories?post=4258"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/tags?post=4258"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}