This document provides guidance on selecting measurement tools and setting metrics. It discusses how clients' needs for measurement often differ from vendors' perceptions, and that clients typically require integrating multiple vendors into a single dashboard. The document outlines key rules for effective measurement and considerations for choosing vendors, including defining objectives and criteria. It also presents templates for aligning communications activities and metrics to business objectives and choosing the right vendor based on accuracy, capabilities, cost and other factors.

1. Measurement Hour
November 30th, 2016
Katie Delahaye Paine, CEO
Paine Publishing
www.painepublishing.com | @queenofmetrics | measurementqueen@gmail.com
Everything You Need to Know About
Measurement Tools

2. What clients think
they want:
One system that will
justify their budget
and answer all their
questions.
What vendors think
that means:
I need media
monitoring and some
metrics.
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3. What the client really
needs:
Probably three
different vendors that
need to be integrated
into one dashboard.
What needs to happen:
1. Set up SMART Objectives and
metrics
2. Establish list of requirements for
vendors
3. Pick the vendors best able to
deliver the metrics you need
4. Integrate it into a custom
dashboard and paid media
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4. Key Rules to Remember
 Metrics must align to business goals, if not, they won’t
matter
 Most of what you produce is content, not news
 The goal isn’t placements, it’s about influencing
behavior
 If you can’t find answers, the data is meaningless
 Focus on influencers, not on outlets
 It’s not the quantity of your offering, but the quality of
your advice
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5. Key Rules to Remember
 Your choice of vendor should be driven by your goals,
objectives and metrics. Define those first before you
even talk to any vendors
 Check the IPR Pledge list to see if the vendor has
pledged to support industry standards
 Develop a list of criteria for qualification. If a vendor
doesn’t meet the criteria on your list, do not encourage
them to participate
 If you go through an RFP process, have a clear and
distinct measures of success, ranked by importance to
your organization
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6. What do you need to measure?
External Media
Outreach • Efficiency:
• Cost per Message Communicated
• Placement per outreach
• Quality:
• Media Quality Score?
• % of items containing key messages?
• Quantity:
• Share of Voice?
• Share of Quotes?
• Impact on Web Traffic
Metrics
• Excel
• Glean.Info
• Google Analytics
Tools
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7. What do you need to measure?
Social Media
Outreach • Efficiency:
• Engagement Rate Per Post
• % of Conversions from Social
• Quality:
• Quality of comments?
• % of items containing key messages?
• Quantity:
• Share of Voice?
Metrics
• Excel
• Glean.Info
• Social Studio
• Simply Measured
• TrackMaven
• Google Analytics
Tools
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8. What do you need to measure?
Content
Marketing
• Efficiency:
• Conversion Rate Per Post
• % increase in Conversions from
Tagged Content
• % increase in engagement (shares)
Metrics
• Excel
• Glean.Info
• Social Studio
• Google Analytics
Tools
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9. Objectives
Business
Objectives
Comms’
Contribution
Comms’
Activity
Activity Metric Outcome
Metric
Tool
Increase high
quality leads
Increase awareness/
preference
Publicity
Social Media
• % increase in
media quality
score
• % increase in
social sharing
• % increase in
awareness/pref
erence
• Media
content
analysis
• Social
Metrics
• Survey
Research
Increase/save
revenue
Increase engagement
Increase trust
Events
Content
Creation
• % increase in
attendance
• % increase in
engagement with
content
• % increase in
trust
• % increase in
engagement
• Survey
Research
• Web
Analytics
• Social
Metrics
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10. Objectives  Actions
Business
Objectives
Comms’
Contribution
Comms’
Activity
Activity Metric Outcome
Metric
Tool
Increase high
quality leads
Increase awareness/
preference
• Publicity
• Social Media
• % increase in
media quality
score
• % increase in
social sharing
• % increase in
awareness/pref
erence
• Media
content
analysis
• Social
Metrics
• Survey
Research
Increase/save
revenue
Increase engagement
Increase trust
• Events
• Content
Creation
• % increase in
attendance
• % increase in
engagement with
content
• % increase in
trust
• % increase in
engagement
• Survey
Research
• Web
Analytics
• Social
Metrics
10
10

11. Objectives  Actions  Metrics
Business
Objectives
Comms’
Contribution
Comms’
Activity
Activity Metric Outcome
Metric
Tool
Increase high
quality leads
Increase awareness/
preference
• Publicity
• Social Media
• % increase in
media quality
score
• % increase in
social sharing
• % increase in
awareness/
preference
• Media
content
analysis
• Social
Metrics
• Survey
Research
Increase/save
revenue
Increase engagement
Increase trust
• Events
• Content
Creation
• % increase in
attendance
• % increase in
engagement with
content
• % increase in
trust
• % increase in
engagement
• Survey
Research
• Web
Analytics
• Social
Metrics
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11

12. Objectives  Actions  Metrics  Tools
Business
Objectives
Comms’
Contribution
Comms’
Activity
Activity Metric Outcome
Metric
Tool
Increase high
quality leads
Increase awareness/
preference
• Publicity
• Social Media
• % increase in
media quality
score
• % increase in
social sharing
• % increase in
awareness/pref
erence
• Media
content
analysis
• Social
Metrics
• Survey
Research
Increase/save
revenue
Increase engagement
Increase trust
• Events
• Content
Creation
• % increase in
attendance
• % increase in
engagement with
content
• % increase in
trust
• % increase in
engagement
• Survey
Research
• Web
Analytics
• Social
Metrics
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13. Choosing the Right Vendor
1.0 Accuracy
1.1 Accuracy of search (absence of duplicates, inappropriate or off-target content) 5 1 2 3 4 5 10 15 20
1.2 Accuracy of sentiment 5 1 2 3 4 5 10 15 20
1.3 Accuracy of subject matter 5 1 2 3 4 5 10 15 20
2.0 Alerting Capability 1 2 3 4
2.1 Timeliness of alerts 3 1 2 3 4 3 6 9 12
2.2 Completeness of Alerts 4 1 2 3 4 4 8 12 16
3.0 User Management 1 2 3 4
3.1 Ease of setting up and managing users 3 1 2 3 4 3 6 9 12
3.2 Abilty to generate specific reports for specific users or groups 3 1 2 3 4 3 6 9 12
4.0 Reporting 1 2 3 4 0 0 0 0
4.1 Findability of the data that you need 5 1 2 3 4 5 10 15 20
4.2 Does the tool offer adequate reporting ability to create/customize/export
reports? 5 1 2 3 4 5 10 15 20
5.0 Cost 1 2 3 4 0 0 0 0
5.1 Is the pricing reasonable given the value delivered? 4 1 2 3 4
5.2 Is the cost less or the value greater than what we are currently paying? 4 1 2 3 4 4 8 12 16
6.0 Customer Support 1 2 3 4 0 0 0 0
6.1 Are they sufficiently responsive? 4 1 2 3 4 4 8 12 16
6.2 Do they actually resolve the issue? 5 1 2 3 4 5 10 15 20
6.3 Do they offer Global 24/7 support? 4 1 2 3 4 4 8 12 16
7.0 Does the tool meet our needs 1 2 3 4 0 0 0 0
7.1 Can it produce the data necessary for the Corporate Dashboard as is? 5 1 2 3 4 5 10 15 20
7.2 Can it produce the data necessary within the requisite time frame? 4 1 2 3 4 4 8 12 16
7.5 Can it provide adequate monitoring to reduce risk and reputation threats? 5 1 2 3 4 5 10 15 20
Total 73 23 46 69 92 69 138 207 276
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14. Thank You!
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Special thanks to Montclair State University's Graduate Program for
sponsoring this month's Measurement Hour!
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