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The Analytics Series - Webinar 2 - Measure What Matters

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The series was presented by Paul Hender, Head of Insight and Analysis for Gorkana Group. Paul has twenty years experience in helping organisations get the best from their analysis programmes. He was joint owner of the UK’s largest specialist analysis business before it became part of Gorkana Group.

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The Analytics Series - Webinar 2 - Measure What Matters

  1. 1. Analysis: navigation tools for a media driven world Part 2: Measure what matters Paul Hender, Head of Insight and Analysis E-mail: paul.hender@gorkana.com Twitter: #GorkanaAnalysis YouTube: www.youtube.com/GorkanaGroup
  2. 2. 2 Part 1: Here be dragons, 9th July Part 2: Measure what matters, 23rd July Part 3: Return on investment, 5th August
  3. 3. Target audiences 3 There’s Wally!
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  5. 5. 5
  6. 6. Barcelona Principles 6 MMX 1. Importance of Goal Setting and Measurement 2. Measuring the Effect on Outcomes is Preferred to Measuring Outputs 3. The Effect on Business Results Can and Should Be Measured Where Possible 4. Media Measurement Requires Quantity and Quality 5. AVEs are Not the Value of Public Relations 6. Social Media Can and Should Be Measured 7. Transparency and Replicability are Paramount to Sound Measurement
  7. 7. Paid media model... 7
  8. 8. Earned media model 8 Inputs Outputs Outcomes
  9. 9. 9 Inputs Outputs Outcomes Awareness & knowledge Consideration & preference Action Volume of coverage Opportunities to see Reach & frequency Key messages Impact metrics Prominence Issues Favourability Product reviews Influencer endorsement Calls to action Awareness tracking Brand associations Social media mentions Retweets Social media engagement Facebook likes Market research Net Promoter Score Website visits Leads generated Sales Market share Visitor numbers Share price Communications activity
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  11. 11. 11 “We’re not that much smarter than we used to be, even though we have much more information... ...and that means the real skill now is learning to pick out the useful information from all this noise” Nate Silver
  12. 12. 12 Metrics Overall purpose Strategic objectives Communication objectives ?
  13. 13. 13 There is a stroke every 3 minutes 27 seconds in the UK Stroke kills three times as many women as breast cancer and twice as many men as testicular & prostate cancer Stroke is the second single largest cause of death and the largest cause of complex disability in the world.
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  15. 15. Communications cascade Prevent strokes and achieve life after stroke through providing services, campaigning, education and research Overall purpose and vision: Strategic objectives: New Facebook followers New Twitter followers Website hits Helpline calls Campaigners recruited 1. Raise awareness of stroke and the role of Stroke Association 2. Grow and engage with stroke community 3. Encourage people to contact Stroke Association Communication objectives: Key message delivery Reach to target audiences Calls to action Proactive vs reactive Use of spokespeople 1. Launch 3rd phase of Life after Stroke, focussing on emotional impact and build awareness 2. Promote Stroke Association’s range of support services to stroke survivors 3. Build engagement with new and previous stroke survivors
  16. 16. Key metrics 16 47% 38% 7% 8% Lead Significant Mention Shared Passing Mention 564 120 92 0 200 400 600 Proactive Organic Reactive SlightlyFavourable StronglyFavourable 133 46 0 50 100 150 Website URL Helpline Number 72% 28% Featuring message Not featuring message Coverage type % of coverage to deliver a key messageProminence Calls to action Action on Stroke Month
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  18. 18. 18 = Design = Luxury = Value = ?
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  20. 20. 20 This campaign reached 187 million consumers and achieved an 8:1 return on investment
  21. 21. 21OTS = 9, Reach = 6
  22. 22. 78% 80% 75% 79% 80% 76% 67% 81% 8.4 8.6 7.9 8.2 8.5 7.9 7.1 9.0 0 2 4 6 8 10 0% 25% 50% 75% 100% All UKAdults Charity Supporters At risk of strokeCommissioners Influencers Affected by stroke BME Business Leaders Frequencyofexposure ReachKey metrics 22Action on Stroke Month Reach and frequency to target audiences 508m Opportunities to See
  23. 23. Key metrics 24Action on Stroke Month 0 1,000 2,000 3,000 4,000 5,000 6,000 0 100 200 300 400 500 600 700 800 900 1,000 26-Apr 02-May 08-May 14-May 20-May 26-May 01-Jun Websitehits Volume Mainstream media Social Media (All) Social Media (Stroke month mentions) Website hits (unique visitors) New Facebook followers: 815 New Twitter followers: 3,700 Total website hits: 123,506 Helpline calls: 2,261 New campaigners recruited: 1,000
  24. 24. 25 Part 1: Here be dragons, 9th July Part 2: Measure what matters, 23rd July Part 3: Return on investment, 5th August
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