prsa_ncc panel april 13 alan chumley
DESCRIPTION
My slides from PRSA-NCC\'s panel on measurement. Focused on thinking bigger, integrating, correlating and ROI.TRANSCRIPT
THINK BIGGER INTEGRATE CORRELATE
PRSA_NCC
MEASUREMENT PANEL
1615 M Street, NW; Suite 750 Washington, DC 20036 USA Tel 1.202.842.1818carma.com
Alan Chumley
Senior Vice President
@alanchumley / @CARMA_Tweets
1615 M Street, NW; Suite 750 Washington, DC 20036 USA Tel 1.202.842.1818carma.com
THINK BIGGER / INTEGRATE / CORRELATE
•Think Bigger / Broader Beyond PR’s Historical Silo •Understand PR / Marketing / Business Metrics •Integrate Cross-Discipline•Report on the Critical Few•Focus on /correlate with Outcomes•Think about ROI not roi
Source: Weber-Shandwick Measurement & Strategy Practice
•It’s not a ‘keep-your-job’ or ‘buy-a-pool-with-your-bonus’ report card•A data-driven approach / evidence-based communications
@alanchumley / @CARMA_Tweets
1615 M Street, NW; Suite 750 Washington, DC 20036 USA Tel 1.202.842.1818carma.com
Type of Measurement Method: Quantity Quality Media Exec. Spoke Stakeholder Trust Reputation CSR Events Sponsorships Business Awareness Opinions Behaviours
Research coverage Leadership Relationships Tangibles
Media Monitoring & & & &Secondary Media Content Analysis & & & & & &Research Influencer Network Analysis & & & &
Social Media Analysis & & & & & & & &
Interviews:
Soft soundings & & & & & & & & & & &Perception audits & & & & & & & & & &
Primary Focus Groups & & & & & & & & & & &Research
Surveys:
Market & brand research & & & & & & & & & &Employee Surveys & & & & & & & & & &
Stakeholder Relationship Index & & & & & &Reputation Quotient & & & & & & & &
Organizational Expressiveness Quotient & & & & & &Corporate Citizenship Transparency Index & & & &
Other:StatisticalModeling Market Mix Modeling & & &
Measuring what? Affecting what?
CONSIDER A BROAD RANGE OF METHODS
@alanchumley / @CARMA_Tweets
1615 M Street, NW; Suite 750 Washington, DC 20036 USA Tel 1.202.842.1818carma.com
LEVELS OF LINKING OUTPUT TO OUTCOMES
Level of Linkage Notes
Just graph ‘er up Plot # of articles vs. web traffic on a graph
•No indication of relationship other than lines that might trend together•Could be a fluke
Correlation •“R score”•Some stats •You can do this in excel•Pearson’s Product Moment
•Showing there is some relationship beyond coincidence•Not ‘proving’ media exclusively responsible for sales
Causality •Heavy duty stats•You so can’t do this in excel•Sophisticated modeling•Market Mix Modeling•Multivariate Regression Analysis
•Isolates (statistically ‘proves’) for PR’s unique contribution to the communications mix•Ton ‘o data, time, $
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@alanchumley / @CARMA_Tweets
1615 M Street, NW; Suite 750 Washington, DC 20036 USA Tel 1.202.842.1818carma.com
UPPERCASE ‘ROI’ vs. lowercase ‘roi’ & Other Return-Offs
ROI roi
MBA PR
Financial Non-financial
Macro Micro (not all conversion events are ROI)
A mathematical equation that works
Usually conceptual only; an equation in words only; can’t actually be calculated; something the industry tosses around too liberally
A business metric All-too-often a media or audience metric
Direct, clear A loose proxy or an intermediate metric (return on expectation, return on objective, return on engagement)
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@alanchumley / @CARMA_Tweets