Research/Measurement

HEWLETT-PACKARD, PORTER NOVELLI & THE BIVINGS GROUP

HPWATCH: A SWISS ARMY KNIFE FOR MEASUREMENT AND EVALUATION

LIKE MANY LARGE ORGANIZATIONS, THE HEWLETT-PACKARD IMAGING AND PRINTING GROUP'S (IPG) COMMUNICATIONS TEAM MUST REPORT TO NUMEROUS STAKEHOLDER GROUPS, ALL OF WHOM NEED TO

UNDERSTAND THE IMPACT OF THE COMMUNICATIONS PROGRAM ON THEIR INDIVIDUAL FOCUS AREA. BUT HP'S MEASUREMENT PROGRAM LACKED THE SOPHISTICATION, MARKET SEGMENT ALIGNMENT AND

COMPETITIVE POSITIONING INSIGHT NEEDED TO TAILOR RESULTS ACCORDINGLY; WHAT'S MORE, THE NEW MEDIA ENVIRONMENT THREW ANOTHER WRENCH INTO THE TEAM'S OUTDATED MEASUREMENT

MECHANISMS.