Translating Measurement Jargon


Outputs: What is said, quantified by analyzing content based on:
  • Favorability

  • Prominence

  • Placement

Outtakes: What the audience understands/takes away, quantified by:

  • Message recall

  • Assimilation of key facts

Outcomes: What the specific communications produces, including:

  • Leads

  • Consideration

  • Sales

  • Increased stock value

  • Changes in awareness, attitudes, behaviors, etc.

Outgrowth: The cumulative effect of all communications on an organization's reputation:

  • How your communications improved the organization's reputation among all stakeholders

Source: John Gilfeather, EVP, TNS




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