OMS London PPT Accountability - Jen Brady

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Marketers today are fronted with audience dictates when it comes to reach and engagement. Learn how to determine which metrics you need to be evaulating in order to ensure your messaging is on target and correctly timed.

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iVIaster Class How do you w o r k lmith the CEO or CiVIO t o identify which metrics matter most? PANEL Chad Latz President, global digital and social media practice, Cohn & Wolfe chad.lat2®cohnwolfe.com Bill Ogle CMO, Motorola Mobility [email protected] Adam Schoenfeld CEO and cofounder. Simply Measured [email protected] Dan Scott CMO, Scott Kay [email protected] Eve Stevens VP, measurement, Waggener Edstrom Worldwide [email protected] Identifying metrics that matter most requires asking the obvious questions first. What are the biggest issues facing the business? What are the most pressing priorities and objectives? Is the main focus reputation, financial, or a combination of the two? From there, you have a barometer to help set key performance indicators (KPIs) and outcomes. Knowledgeable executives and marketers are not mired in the confusion between monitoring and true measurement, which is actually focused on a quantifiable result. Unfortunately, the conversation around measurement is often tool-centric and not outcome-oriented. The value is in the analysis and having a business-aligned measurement strategy in the first place. We are often asked to create an integrated measurement strategy for clients that evalu- ates the relationship and output of earned, owned, and paid media to drive action and intent. While fan acquisition is part of the strategy, it typically isn't the result the C M O is looking for. Executives want measurement outcomes that can impress the audiences that matter most to them, whether it is the board of directors or the investor community. Digital and social media help us evolve our approach to measurement with tools and the ability to accumulate and track vast amounts of data. Social media has allowed us to introduce new KPIs into the vernacu- lar, but statistics such as number of likes or followers are meaningless if they can't be tracked through to an outcome. "NUMBER OF LIKES OR FOLLOWERS ARE MEANINGLESS IF THEY C A N T BE TRACKED THROUGH TO AN OUTCOME" - Chad Latz Paid media has long been held to a standard that demonstrates conversions. As a result, I haven't met a CMO who is content to let their PR or social media agency off the hook with a measurement strategy simply based on reach and impressions. Instead, they demand more value and a measurement approach that highlights and presents business outcomes. By establishing business-driven KPIs, defining process inputs and a baseline, you have the foundation for an approach that measures and optimizes your program while quantifying impact and ROI. Chad Latz, president, global digital and social media practice, Cohn & Wolfe For most companies, the overarching goal - whether through marketing, sales, or product development - is to find a direct link between brand engagement and financial performance. Yet, despite all the measurement tools at our disposal, identifying metrics that accurately reflect this relationship is often a challenge for ...

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