PR and marketing measurement is something that every PR pro needs to do, but is not always done well.
We’ve recently taken a look at how measurement is about quality over quantity and how measurement is much more than a report card to display how well your campaign performed. We’ve also learned that it doesn’t take a data scientist to form real business conclusions from measurement, and that PR pros need to move away from the old models of measurement to bring about change in the C-suite.
These are all great ways to translate the measurement data you’ve collected, and all of this and more will be discussed at next week’s Measurement Boot Camp, Nov. 9 at the Yale Club in NYC. But let’s back up for a moment to talk about how to create the measurement dashboard that will collect and display the data to evaluate your campaign performance or share of voice and lead to valuable insights.
We recently talked to Therese Van Ryne, head of global PR and the global customer reference program at Zebra Technologies, and she shared the five key questions that a PR or marketing pro needs to ask before setting up a dashboard that will collect the data that truly matters.
- What is your key objective?
- What metrics will you use to measure your progress?
- Are you measuring media impressions on an equitable basis globally?
- Have you taken the appropriate steps to measure share of voice globally?
- Is there a dashboard tool you can use to simplify your measurement?
These questions are just step one, and Van Ryne—along with co-presenters André Moraes, principal analytical lead at Google, and Pauline Draper Watts, EVP and practice chair of measurement at Edelman Intelligence (and PR News Measurement Hall of Famer)—will dive further into how PR pros can use the answers to these questions to find the right dashboard tool and set it up for success at the upcoming Measurement Boot Camp.
Connect with Therese: @ThereseVanRyne
Connect with Samantha: @samantha_c_wood