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The Analytics Series - Webinar 3 - Return on Investment

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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 3 - Return on Investment

  1. 1. Analysis: navigation tools for a media driven world Part 3: Return on Investment Paul Hender, Head of Insight and Analysis E-mail: paul.hender@gorkana.com Twitter: #GorkanaAnalysis YouTube: www.youtube.com/GorkanaGroup
  2. 2. 2 Name 3 museums based in London?
  3. 3. 3 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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  5. 5. 5 76% members are seeing clients report an increased interest from their senior management in reporting the outcome of communications activity 67% of members are seeing clients ask for a defined financial ROI to demonstrate the business benefit of communications
  6. 6. 6 This campaign reached 187 million consumers and achieved an 8:1 return on investment
  7. 7. 7 Inputs Outputs Outcomes Investment Return
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  9. 9. Barcelona Principles 9 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 28%
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  12. 12. 12 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 1 6 11 16 21 26 31 36 41 46 51 56 61 66 71 Number of people in group Probability Probability of any two people sharing a birthday
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  14. 14. Analysis Manual Home office - immigration 14 20% 19% 26% 23% 20% 21% 19% 22% 22% 26% 29% 0% 10% 20% 30% 40% 0 20,000 40,000 60,000 80,000 %ofpublic Socialmediametnions Immigration in general Immigration as a % of mentions in Ipsos Mori Issues Index Social media mentions vs market research Correlation: +0.80 (p < 0.05)
  15. 15. 15 Number people who drowned by falling into a swimming-pool correlates with Number of films Nicolas Cage appeared in Correlation: +0.67 (p < 0.05)
  16. 16. 16 Name 3 museums based in London?
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  18. 18. Analysis Manual 90 29 21 14 44 26 22 4 145 110 14 9 10 5 8 108 2 2 1 10 5 9 2 0 30 84 1 1 1181 3588 3138 4143 3929 3895 3848 3725 3675 3896 7541 4480 3534 3184 3117 3181 5896 3198 3856 3673 3160 3085 2996 2585 2589 2796 4987 677 0 2,000 4,000 6,000 8,000 0 30 60 90 120 150 Museum of London – website hits and visitor numbers 18 Coverage Web hits Visitor no’s
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  21. 21. Analysis Manual 21 0 500 1000 1500 2000 2500 0 20,000,000 40,000,000 60,000,000 80,000,000 100,000,000 120,000,000 140,000,000 160,000,000 180,000,000 Socialmediaitems Opportunitiestosee(OTS) Mainstream Media SocialMedia Mainstream media vs social media Correlation (R) = +0.78
  22. 22. Analysis Manual 22 0 20,000,000 40,000,000 60,000,000 80,000,000 100,000,000 120,000,000 140,000,000 160,000,000 180,000,000 Websitehits Opportunitiestosee(OTS) Mainstream Media Website Hits Correlation (R) = +0.25 Goodness of fit (R squared) = 6% Strong correlation Weak correlation Mainstream media vs website hits
  23. 23. 23 • Temperature • Air pressure • Wind speed and direction • Humidity • Satellite images • Commodity prices • Interest rates • Employment • Inflation Weather Economy Sport • Temperature • Distance from London • Altitude • Referee from Europe • Colour of Shirt “All models are wrong but some are useful” – George Box
  24. 24. Analysis Manual 24 Multivariate regression model on website hits Websitehits SocialMedia Mainstream Media Amazon iPlayer + Horizon Website Hits 11% 35% 39% 15% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Goodness of fit (R squared) = 98%
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  27. 27. 27 “Inspired envy! I want to convince more clients to believe in PR ROI and conduct this kind of measurement to PROVE what works. Well beyond tracking coverage into connecting it to sales.”
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  29. 29. Analysis: navigation tools for a media driven world Part 3: Return on Investment Paul Hender, Head of Insight and Analysis E-mail: paul.hender@gorkana.com Twitter: #GorkanaAnalysis YouTube: www.youtube.com/GorkanaGroup

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