prsa_ncc panel april 13 alan chumley

THINK BIGGER INTEGRATE CORRELATE

PRSA_NCC

MEASUREMENT PANEL

1615 M Street, NW; Suite 750 Washington, DC 20036 USA Tel 1.202.842.1818carma.com

Alan Chumley

Senior Vice President

@alanchumley / @CARMA_Tweets


THINK BIGGER / INTEGRATE / CORRELATE

•Think Bigger / Broader Beyond PR’s Historical Silo •Understand PR / Marketing / Business Metrics •Integrate Cross-Discipline•Report on the Critical Few•Focus on /correlate with Outcomes•Think about ROI not roi

Source: Weber-Shandwick Measurement & Strategy Practice

•It’s not a ‘keep-your-job’ or ‘buy-a-pool-with-your-bonus’ report card•A data-driven approach / evidence-based communications



Type of Measurement Method: Quantity Quality Media Exec. Spoke Stakeholder Trust Reputation CSR Events Sponsorships Business Awareness Opinions Behaviours

Research coverage Leadership Relationships Tangibles

Media Monitoring & & & &Secondary Media Content Analysis & & & & & &Research Influencer Network Analysis & & & &

Social Media Analysis & & & & & & & &

Interviews:

Soft soundings & & & & & & & & & & &Perception audits & & & & & & & & & &

Primary Focus Groups & & & & & & & & & & &Research

Surveys:

Market & brand research & & & & & & & & & &Employee Surveys & & & & & & & & & &

Stakeholder Relationship Index & & & & & &Reputation Quotient & & & & & & & &

Organizational Expressiveness Quotient & & & & & &Corporate Citizenship Transparency Index & & & &

Other:StatisticalModeling Market Mix Modeling & & &

Measuring what? Affecting what?

CONSIDER A BROAD RANGE OF METHODS



LEVELS OF LINKING OUTPUT TO OUTCOMES

Level of Linkage Notes

Just graph ‘er up Plot # of articles vs. web traffic on a graph

•No indication of relationship other than lines that might trend together•Could be a fluke

Correlation •“R score”•Some stats •You can do this in excel•Pearson’s Product Moment

•Showing there is some relationship beyond coincidence•Not ‘proving’ media exclusively responsible for sales

Causality •Heavy duty stats•You so can’t do this in excel•Sophisticated modeling•Market Mix Modeling•Multivariate Regression Analysis

•Isolates (statistically ‘proves’) for PR’s unique contribution to the communications mix•Ton ‘o data, time, $

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UPPERCASE ‘ROI’ vs. lowercase ‘roi’ & Other Return-Offs

ROI roi

MBA PR

Financial Non-financial

Macro Micro (not all conversion events are ROI)

A mathematical equation that works

Usually conceptual only; an equation in words only; can’t actually be calculated; something the industry tosses around too liberally

A business metric All-too-often a media or audience metric

Direct, clear A loose proxy or an intermediate metric (return on expectation, return on objective, return on engagement)

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prsa_ncc panel april 13 alan chumley

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