Re-writing the rule book on integrated comms measurement

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Is it time to re-write the rule book on integrated comms measurement? 5 key points on how to measure activity in a truly integrated fashion.

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Re-writing the rule book on integrated comms measurement

  1. 1. IS IT TIME TO RE-WRITE THE RULE BOOK ON INTEGRATED COMMS MEASUREMENT? HOW TO MEASURE ACTIVITY IN A TRULY INTEGRATED FASHION October 2014
  2. 2. 5 KEY POINTS: INTEGRATED COMMS MEASUREMENT 1. ‘Fess up’ to failures Declare an internal ‘amnesty’ and admit where historic and prevailing structures are no longer fit for purpose and where mistakes are being made.
  3. 3. 5 KEY POINTS: INTEGRATED COMMS MEASUREMENT 2. Identify who knows what they’re talking about Make an honest and frank assessment of the people in your business in terms of corporate and brand comms, marketing, digital, social, IT, data, and insight.
  4. 4. 5 KEY POINTS: INTEGRATED COMMS MEASUREMENT 3. Work together Get those people to work together: Institute processes and a culture of cross-functional working and budgeting.
  5. 5. 5 KEY POINTS: INTEGRATED COMMS MEASUREMENT Create a common lexicon so that everyone understands everyone else and starts to talk like consumers. 4. Cut the jargon
  6. 6. 5 KEY POINTS: INTEGRATED COMMS MEASUREMENT 5. Set business objectives Base communications objectives on business objectives, not structural agendas.
  7. 7. 5 KEY POINTS: INTEGRATED COMMS MEASUREMENT About us About Ebiquity Ebiquity are independent marketing performance specialists. We enable brands across the world to make better informed decisions to improve their brands and business performance across integrated communications channels. Market Intelligence Monitoring and insight to provide the competitor intelligence necessary for effective comms planning. Media Value Measurement Research and analytics to improve the impact of activity on core performance metrics. Marketing Performance Optimization Proprietary tools and services to hold agencies to account and improve transparency and media performance. About the author Andrew Challier joined Ebiquity in 2007. He previously held Director level positions at Marks & Spencer, Verdict Research and Ninah Consulting. With a pedigree encompassing both client-side and consultancy experience, and having spent many years advising clients on Marketing Effectiveness issues, Andrew brings a results-orientated and client-focused perspective to the challenge of helping businesses make better marketing decisions. ContCacot ntact us us… Read more…

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