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Colin Wheeler
Managing Director, Survey Solutions
Customer Experience, Employee Engagement
RESEARCH GEEK
LET’S EXPLODE THE MYTH
WE ARE OBSESSED WITH ‘HOW?’
(1996)
Media measurement
companies
(1969)
PR Agencies plus in-house
and individual members
(1917)
Advertising media and
marketing
communications agencies
Annual conference
Measurement month
Integrated Evaluation Framework
Cannes Special Advisors
Annual conference
Training
Supports AMEC
Effectiveness Awards
Conferences
Training/CPD
Integrated Evaluation Framework
Value of Communications report
Jointly with AMEC/ICCO:
PR Professionals Guide to Measurement
Effectiveness Week
Bringing trade organisations, clients
and agencies together
WHAT ABOUT THE ‘WHY?’
EFFICIENCY
PROFESSIONAL
EXPERIMENT
CREDIBLE
PROOF
TRUSTED
THOUGHTFUL
WISE
RESPONSIBLE
ACCOUNTABLE
TRACK RECORD
IMPROVE
DEVELOP
RISK
REPUTATION PRIORITISE
CONFIDENCE
LEARN
RICK “THE SLICK” AND RICK “THE RULER”
HONESTLY
A blue whale, Balaenoptera musculus
Credit: Mark Conlin/Alamy Stock Photo
African wild dog, Lycaon pictus pictus
Credit: Sharp Photography
A dragonfly, Anisoptera
Based on: http://www.bbc.co.uk/earth/story/20151222-which-animal-is-the-deadliest-hunter-on-the-planet
It takes Competitive advantage
RAPHUS CUCULLATUS
CULTURE
I think there has been a change. Brands
who have clear KPIs and are keen to set
them, and have made it part of their
company culture, have increased from
around 10-20% of our client base to up
to 40%.
Agency COO
We now sit with the
policy team and with
the analysts and
decide how the
activity will be
measured, and the
metrics.
Head of Strategy and
Insight
Within six months of setting up our Marketing
Effectiveness function we were faced with huge
demand from across the organisation
Sandra Fazackerley Telefonica (02)
We should be talking about our
understanding of the levers to
generate ‘value’ and ‘share’ and then
we can stop talking about creating
‘likes’.
Agency CEO
The end point is not the process, the end
point is the results. We are process
driven, but only as a means to an end.
We don’t want anyone turning round and
saying ‘It didn’t work – but I followed the
process.’ It just helps us to be efficient.
Director, Strategy, Insight, Capability
IF YOU’RE NOT SURE ABOUT THE ‘HOW?’ …
… AND NOT FORGETTING
http://effworks.co.uk/learning-resources/
Colin Wheeler
Managing Director, Survey Solutions
Connect: LinkedIn: ss-l.uk/colin-li
Twitter: ss-l.uk/colin-tw
Links to content from this presentation:
• Slide deck
• PR Professionals Guide to Measurement
• Value of Communications
• Integrated Evaluation Framework
• Additional resources pages on AMEC website
ss-l.uk/EW2017-DL1X
ss-l.uk/EW2017-DL2
ss-l.uk/EW2017-DL3
ss-l.uk/EW2017-LK1
ss-l.uk/EW2017-LK2

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AMEC and PRCA presentation for Effectiveness Week 2017

  • 1.
  • 2. Colin Wheeler Managing Director, Survey Solutions Customer Experience, Employee Engagement RESEARCH GEEK
  • 4. WE ARE OBSESSED WITH ‘HOW?’ (1996) Media measurement companies (1969) PR Agencies plus in-house and individual members (1917) Advertising media and marketing communications agencies Annual conference Measurement month Integrated Evaluation Framework Cannes Special Advisors Annual conference Training Supports AMEC Effectiveness Awards Conferences Training/CPD Integrated Evaluation Framework Value of Communications report Jointly with AMEC/ICCO: PR Professionals Guide to Measurement Effectiveness Week Bringing trade organisations, clients and agencies together
  • 5. WHAT ABOUT THE ‘WHY?’ EFFICIENCY PROFESSIONAL EXPERIMENT CREDIBLE PROOF TRUSTED THOUGHTFUL WISE RESPONSIBLE ACCOUNTABLE TRACK RECORD IMPROVE DEVELOP RISK REPUTATION PRIORITISE CONFIDENCE LEARN
  • 6. RICK “THE SLICK” AND RICK “THE RULER”
  • 7. HONESTLY A blue whale, Balaenoptera musculus Credit: Mark Conlin/Alamy Stock Photo African wild dog, Lycaon pictus pictus Credit: Sharp Photography A dragonfly, Anisoptera Based on: http://www.bbc.co.uk/earth/story/20151222-which-animal-is-the-deadliest-hunter-on-the-planet It takes Competitive advantage
  • 9. CULTURE I think there has been a change. Brands who have clear KPIs and are keen to set them, and have made it part of their company culture, have increased from around 10-20% of our client base to up to 40%. Agency COO We now sit with the policy team and with the analysts and decide how the activity will be measured, and the metrics. Head of Strategy and Insight Within six months of setting up our Marketing Effectiveness function we were faced with huge demand from across the organisation Sandra Fazackerley Telefonica (02) We should be talking about our understanding of the levers to generate ‘value’ and ‘share’ and then we can stop talking about creating ‘likes’. Agency CEO The end point is not the process, the end point is the results. We are process driven, but only as a means to an end. We don’t want anyone turning round and saying ‘It didn’t work – but I followed the process.’ It just helps us to be efficient. Director, Strategy, Insight, Capability
  • 10. IF YOU’RE NOT SURE ABOUT THE ‘HOW?’ …
  • 11. … AND NOT FORGETTING http://effworks.co.uk/learning-resources/
  • 12. Colin Wheeler Managing Director, Survey Solutions Connect: LinkedIn: ss-l.uk/colin-li Twitter: ss-l.uk/colin-tw Links to content from this presentation: • Slide deck • PR Professionals Guide to Measurement • Value of Communications • Integrated Evaluation Framework • Additional resources pages on AMEC website ss-l.uk/EW2017-DL1X ss-l.uk/EW2017-DL2 ss-l.uk/EW2017-DL3 ss-l.uk/EW2017-LK1 ss-l.uk/EW2017-LK2