Measurement

How to Create a Four-Tiered Funnel That Can Help With Social Storytelling

June 5th, 2018 by

Leave it to Cisco’s charismatic Carmen Collins to serve Southern-style sweet tea while explaining the sales funnel. Well, she doesn’t exactly serve sweet tea, but she describes how tea and the sales funnel have plenty in common. She also provides insight on using data to report your social media story to the C-suite. Drink up.

Special Report: Cutting Through the Communications Data Wilderness

June 1st, 2018 by

PR News editor Seth Arenstein spoke with senior-level communicators at brands to find out how they’re crafting communications efforts that produce data that means something to CEOs and CFOs. Meaningful data and insights for the C-suite—that’s the pot at the end of the rainbow for PR pros.

Communicating PR to the C-Suite: Two Approaches With Several Common Aspects

May 22nd, 2018 by

It’s arguably the communicator’s main stage: providing messages and data to the CEO and the C-suite. What are the best ways to report data and difficult issues to senior leaders? We ask communicators for tips and tactics.

Why You Should Avoid Artificially Inflating Earned Media Measurement

May 18th, 2018 by

While most C-suite executives are still working to grasp the full value of earned media, they are getting savvy about data mining and analytics. The smart ones will begin asking pointed questions about PR measurement. And they will question reports relying on ad tech-based attribution that artificially inflates PR results. Beware.

A Manifesto Against Static, Backward-Looking Communications Dashboards

May 3rd, 2018 by

As measurement has become increasingly ingrained in the lives of communicators, the question becomes not just how to determine appropriate metrics for your company and collect data around them, but how to present that data in a way that is engaging and actionable. And contrary to popular belief, this doesn’t just mean making a pretty dashboard, but figuring out how to make the data on that dashboard leap off the page.

How to Create a Customized Digital Signals Tool from Scratch

May 1st, 2018 by

With so much noise on social media these days, how can communicators determine which KPIs are the most vital for their organization? The key is to be proactive, and to leverage analytics to identify the most important signals for your brand. There are three basic questions that any communicator can use to create a simple, effective and valuable digital signals tool from scratch so you can react to any trend appropriately.

How Data Mapping Can Help You Identify the Best Influencers for Your Brand

April 27th, 2018 by

As lines between traditional and social media continue to blur, influence is everything. And it’s important to remember that influence is not always about specific platforms and prestige, but who actually has a concrete ability to influence others. By employing data to identify and rank influencers based on their reach, relevance and resonance, you can identify who are the right people to build up your brand to the right audience at the right time.

How Aetna is Transforming Its Communications With Consistent Metrics and KPIs

April 26th, 2018 by

One of the biggest challenges communicators face is battling pre-conceived notions with data, especially when it comes to hard-hitting or controversial issues. Here’s the six-step process Aetna uses to infuse their storytelling with data.

KPI Cheat Sheet for 4 Specific Brand Goals

April 23rd, 2018 by

Most measurement initiatives proceed in three stages: defining the goal, determining the KPIs that align with the goal and communicating the results to senior leaders. But the devil is in the details. Given the mountain of data available to communicators, moving from the first to the second step—from defining the goal to identifying specific KPIs that will help you achieve it—can be a mighty challenge. Here’s a segmentation of metrics aligned with four main business goals, including measuring brand reputation and sales leads.

Knowing Your Audience Now Involves Using Data to Understand Its Rhythms

April 17th, 2018 by

Knowing your audience may be the first rule of communications and marketing. Part of that knowledge is understanding the type of messages your audience craves. A new study from Bain & Company collaborating with Google argues the best companies have added timing to their knowledge base. Using technology and measuring their results, they find the best time(s) to send messages to customers.