Measurement

Feeling like kindred spirit to their PR counterparts, marketers are not exactly waxing confident these days about their digital metrics. A recent survey by Coremetrics and Bloomberg BusinessWeek Research shows how apprehensive marketers are when it comes to the effiectiveness of their online measurement programs.

Lately there has been much talk of the need for PR executives to focus on business “outcomes” rather than on business “outputs.” The ability to demonstrate how PR drives ROI or sales is indeed measurement’s holy grail.

A new white paper published by the Institute for Public Relations Commission on PR Measurement & Evaluation entitled, “Media Cost Weighting: A New Paradigm,” demonstrates the superiority of the Media Cost Weighting metric with four rigorous case studies.

American Water overhaults its brand thanks to an organized measurement and research program.

In addition to a case study, the following offers a step-by-step approach to how you can measure your media efforts.

Believe it or not, social media can be measured. The following outlines a program that can help marketers measure Web 2.0 in a way that’s even better than measuring Web 1.0.

Following are guidelines to use when tracking ROI in your social media efforts:

PR is transforming so fast that tried-and-true techniques and metrics no longer apply. Do PR pros have to reinvent the wheel before the hammer of accountability comes down from above?

Following are guidelines to help start an inexpensive digital measurement program and some traps to avoid:

Why is it so hard for us as an industry to scrap the publicity-by-the-pound theory or the veiled attempt to use fuzzy math to track messaging and somehow make a leap that because the client message was in a story a consumer actually bought something?