Start with strategy to measure what matters - Stats that matter conference

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Joe Barrell, director of The Eden Stanley Group

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Start with strategy to measure what matters - Stats that matter conference

  1. 1. W W W . E D E N S T A N L E Y . C O . U K Stats that matter Start with strategy to measure what matters Joe Barrell 23rd April 2014
  2. 2. 2,972 pieces of coverage 33,000 unique website visitors 27% prompted awareness £70.1m media advertising value
  3. 3. Why do we measure?
  4. 4. We usually measure for one or more of these reasons: 1. To prove we’re succeeding, and to justify investment 2. To provide us with tools to be responsive to our market and continually improve 3. To understand what impact we’re having.
  5. 5. Why do we communicate?
  6. 6. The purpose of all communications and marketing is to influence the attitudes and behaviours of our audiences.
  7. 7. All data are people
  8. 8. Who are your audiences?
  9. 9. In pairs, take turns to interrogate each other and write down the name or definition of up to three of your partner’s target audiences. Include some demographics and some very basic insight. What do they know or think about your brand or your issues?
  10. 10. Example: Mothers of teenaged children, in ABC1 demographic, predisposed to donating to UK social causes. High internet use, low newspaper readership. Likely to be word of mouth influencers among peer group. Likely to be motivated by highly salient ‘close to home’ messages.
  11. 11. What’s your strategy?
  12. 12. You invest some time and money You say something to some people They say or do something different Something good happens in the world
  13. 13. You invest some time and money You say something to some people They say or do something different Something good happens in the world The resources you expend, such as allocations of staff capacity, budget, and other support such as voluntary help Key messages delivered through a range of channels reaching a certain number of people in a specific target group. Changes in attitudes and behaviours, such as responses to marketing, access to services, or policy change. Ultimate impact that is linked to organisational aims, i.e. help for beneficiaries, or raised income.
  14. 14. You invest some time and money You say something to some people They say or do something different Something good happens in the world OutcomeInput Output Impact The resources you expend, such as allocations of staff capacity, budget, and other support such as voluntary help Key messages delivered through a range of channels reaching a certain number of people in a specific target group. Changes in attitudes and behaviours, such as responses to marketing, access to services, or policy change. Ultimate impact that is linked to organisational aims, i.e. help for beneficiaries, or raised income.
  15. 15. W W W . E D E N S T A N L E Y . C O . U K Thank you Start with strategy to measure what matters Joe Barrell 23rd April 2014

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