five keys to measurement
DESCRIPTION
five key considerations for measuring your PR/Marketing programsTRANSCRIPT
There’s an old joke…
“Because
– you damn fool –
The light’s better
over here.”
“My klout score
went up by
three points!!!”
Rob ClarkDirector, Insights and MeasurementEdelman
@theelusivefishhttp://disclz.me/RobClark
Five Keys to Measurement:A romp for keys in the dark
“There – we’ve
almost
tabulated the
number of
impressions for
that last
retweet.”
Why do we measure?
“Our goal is to alignthe synergy of ourbrand promise.Oh.And build awareness.Yeah.Awareness.
That’s the ticket…”
1Clearly defined goals and objectives
“Ayup.Growing higher thanLast year.”
(as a measurement expert, he’s truly out standing in his field)
2Establish a benchmark
234,456
3Context – What is that number? Why does it matter?
“Nuke ‘em from orbit. It’s the only way to be sure.”
(yes I just quoted Ripley,believe it or not.)
4Accuracy vs. Precision Know when to stop.
Around 240 B.C., Eratosthenes calculated the circumference of the Earth … he was off by about 1%
He did this with three bits of data. •The distance between two cities.•The length of a shadow at a given time/day in one city•The length of a shadow at the same time/day in the other
5A little bit of data is often enough
questions…
Credit where credit is due
• Streetlight -http://www.flickr.com/photos/arvindgrover/ • key - http://www.flickr.com/photos/pvera/• Alley - http://www.flickr.com/photos/rdvortex/• Graduate - http://www.flickr.com/photos/nics_events/• Question - http://www.flickr.com/photos/soldiersmediacenter/ • Tape measure - http://www.flickr.com/photos/wwarby/• Objectives - http://www.flickr.com/photos/btouniversity/• Computer - http://www.flickr.com/photos/cote/• Zombie - http://www.flickr.com/photos/dhollister/• Earth - http://www.flickr.com/photos/flyingsinger/
All photos creative common licesnsed