The document provides a recap of a webinar that discusses seven methods for analyzing data and improving campaigns, emphasizing the importance of aligning business and communication goals, selecting appropriate KPIs, and utilizing effective measurement tools. It encourages continuous improvement and engagement with data to drive campaign success and offers key takeaways for implementing these strategies. Participants are invited to join conversations on social media and to follow up for further information.

1. 1 | ©2015 LEWIS Communications, LLC. All Rights Reserved
7 Ways to Analyze Data
& Evolve Campaigns
Webinar Recap:
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2. ANALYTICS EXPERTS
Ian Lipner
Senior Vice President,
LEWIS PR
@LipneratLEWIS
Matt Robbins
Director of Insight and Research,
LEWIS PR
@RobbinsReport
James McKinny
Analytics Supervisor,
Piston Agency
@PistonAgency
Follow the convo on Twitter: #LEWISinsights and #AMECMM
2 | ©2015 LEWIS Communications, LLC. All Rights Reserved

3. MEASUREMENT
MINDSET
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Tip 1:
• From ROI to insight
• Continual improvement vs.
performance orientation
• The importance of segmentation
• Opinion data

4. Tip 2:
MAP OUT KEY
OBJECTIVES & GOALS
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• Align business goals with
communications goals
• Measure for strategy
• Program vs. campaign
• Use internal data

5. BUILD A
FRAMEWORK
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• Outputs, outcomes and business
performance
• Understand the source
• Tool standardization
• Deliverable selection
Tip 3:
Join the conversation! Tweet us @lewisprus & @pistonagency

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SELECT & SET
THE RIGHT KPIs
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Tip 4:
• Not all KPI’s have the same purpose
• Primary KPI’s directly influence key
objectives
• Secondary KPI’s explain the behavior of
Primary KPI’s
• Diagnostic KPI’s measure the stability
of the environment
• Different channels & tactics deserve
different KPI’s

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FIND THE
BEST TOOLS
Tip 5:
• Good choices pave the way for
successful campaigns
• Measurement platforms
• Reporting software
• Specialized analytics services
• Good partners
Join the conversation! Tweet us @lewisprus & @pistonagency

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REVIEW DATA
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Tip 6:
• Periodic review
• Be prepared to make KPI changes
• Focus on goals (not outputs!)
• Get creative
• Learn from the results

9. OPTIMIZE & EVOLVE
CAMPAIGNS
Tip 7:
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• Real-time reporting yields faster
optimizations
• Smarter dashboards enable more
valuable insights
• Set budget aside for testing
• Accept and learn from failure

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START SIMPLY &
SIMPLY START!
Bonus Tip:
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• Start collecting PR results data
• Start reviewing analytics
• Lead a measurement discussion
with data allies

11. 11 | ©2015 LEWIS Communications, LLC. All Rights Reserved
Ian Lipner
Senior Vice President,
LEWIS PR
@LipneratLEWIS
Matt Robbins
Director of Insight and Research,
LEWIS PR
@RobbinsReport
James McKinny
Analytics Supervisor,
Piston Agency
@PistonAgency
Q&A SESSION
Follow the convo on Twitter: #LEWISinsights and #AMECMM
Join the conversation! Tweet us @lewisprus & @pistonagency

12. 12 | ©2015 LEWIS Communications, LLC. All Rights Reserved
Key Takeaways:
1. Use data not just to prove, but to improve.
2. Focus on business goal, not credit.
3. The study of metrics is intended to bring about constant
change.
4. Even the best campaigns need to be improved.
5. Today is the first day of the rest of your analytics life.
Join the conversation! Tweet us @lewisprus & @pistonagency

13. THANK YOU!
For any follow-up questions, please email:
measurement@lewispr.com
Don’t forget to download our analytics series,
http://lws.co/measurement_guide
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