Albert Einstein may not have been a communication professional, but he was right when he said: “Not everything that counts can be counted, and not everything that can be counted counts.” Our world is filled with tweets and shares, press conferences and views, bounce rates and conversion— how do we use these numbers to our advantage, while avoiding “vanity metrics”? This plenary session will highlight what metrics truly matter as a PIO and how to use various analytics to support your conclusions, communicate more effectively, and gain
buy-in from leadership. No theoretical physics or mathematics degree required.