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The Future of Measurement

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A presentation about what the future holds for communications measurement according to Katie Paine, CEO of Paine Publishing.

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The Future of Measurement

  1. 1. Measurement Hour September 29th, 2016 Katie Delahaye Paine, CEO Paine Publishing www.painepublishing.com | @queenofmetrics | measurementqueen@gmail.com The Future of Measurement
  2. 2. What the Future Holds for Measurement  More of:  Insight  Social & Digital  SEO  Individual Influencers  Paid & Owned  Trust & Relationships  Integration  Lobbying  Cause marketing  Visuals & video  Less emphasis on:  Automated distribution  Automated sentiment  Print  Placements 2
  3. 3. The Digital Takeover  63.2%of social media teams live within marketing, 6 points higher than last year  Only 4.5% assign social media to PR anymore  Press releases are for SEO, not at “the press” 3
  4. 4. The Lines are Blurring  Social/traditional  Digital/Social  Marketing/Comms  Internal/External  CSR/PR  Issues Management/PR 4
  5. 5. Six Steps to Help you Cope 1) Focus on your target audience, not the delivery mechanism 2) Understand what you’re actually measuring 3) Make sure your data is valid and clean 4) Learn to love small numbers 5) Expect to fail 6) Analyze results and draw conclusions 5
  6. 6. Step 1. Focus on your target audience, not the delivery mechanism  Be clear about whom you’re trying to reach & why  Know what matters to them  Know what will influence them or make them act 6
  7. 7. Step 2: Understand what you’re actually measuring  Paid/Owned  Earned/Shared  Other marketing activities?  The competition? 7
  8. 8. Step 3: Make sure your data is valid and clean  Trust nothing  Verify everything  Dates  UVM/Impressions/Engagement  Sentiment  Tags 8
  9. 9. Step 4: Learn to love small numbers  Your target is not trillions, billions or even millions  Engagement matters more than impressions  Conversions matter more than clicks  Orders matter more than opens  Trust matters more than sentiment  Influence matters more than reach 9
  10. 10. Step 5: Expect to fail  Experiment and A/B test constantly  Not everything succeeds  Rank order everything best to worst  Correlate and connect  Look at trends not moments 10
  11. 11. Step 6: Analyze results & draw conclusions  What worked, what didn’t?  Engagement vs. Resource Use: 11
  12. 12. Budgets  Free  Google Analytics  Social Analytics  Excel  $5,000-$20K annually gets you:  Monitoring  Automated analytics  $20K-$50K annually gets you:  Meaningful Analysis  Competitive Share of Voice 12
  13. 13. Tools  Monitoring & Analytics  CyberAlert  Social Studio  TrendKite  Talkwalker  Engagement, Analysis, and Insight  CyberAlert  Prime Research  Influence  Little Bird  Trackr 13
  14. 14. Thank You!  Click here to explore the newest articles from The Measurement Advisor  Reminder: As a paid subscriber you have 24/7 access to all of TMA’s articles…just visit TMA’s homepage!  Follow me on Twitter: @queenofmetrics  Follow Paine Publishing on Facebook and LinkedIn 14 14 Special thanks to Montclair State University's Graduate Program for sponsoring this month's Measurement Hour!

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