This document discusses the importance of measuring key metrics and developing a communications strategy. It recommends identifying target audiences and their demographics and insights in order to understand the impact of efforts. A successful strategy involves investing resources to deliver messages to audiences through various channels, with the goals of changing attitudes and behaviors and ultimately creating positive real-world impact. Developing an outcome-input-output-impact framework can help measure what matters at each stage of a communications strategy.

1. W W W . E D E N S T A N L E Y . C O . U K
Stats that matter
Start with strategy to measure what matters
Joe Barrell
23rd April 2014

3. 2,972
pieces of
coverage
33,000
unique
website visitors
27%
prompted
awareness
£70.1m
media advertising
value

4. Why do we
measure?

5. We usually measure for one or more of these reasons:
1. To prove we’re succeeding, and to justify investment
2. To provide us with tools to be responsive to our
market and continually improve
3. To understand what impact we’re having.

6. Why do we
communicate?

7. The purpose of all communications and marketing is to
influence the attitudes and behaviours of our audiences.

8. All data
are people

9. Who are your
audiences?

10. In pairs, take turns to interrogate each other and write
down the name or definition of up to three of your
partner’s target audiences.
Include some demographics and some very basic insight.
What do they know or think about your brand or your
issues?

11. Example:
Mothers of teenaged children, in ABC1
demographic, predisposed to donating to UK
social causes.
High internet use, low newspaper readership.
Likely to be word of mouth influencers among
peer group.
Likely to be motivated by highly salient ‘close to
home’ messages.

12. What’s your
strategy?

13. You invest
some time
and
money
You say
something
to some
people
They say
or do
something
different
Something
good
happens
in the
world

14. You invest
some time
and
money
You say
something
to some
people
They say
or do
something
different
Something
good
happens
in the
world
The resources
you expend,
such as
allocations of
staff capacity,
budget, and
other support
such as
voluntary help
Key messages
delivered
through a
range of
channels
reaching a
certain number
of people in a
specific target
group.
Changes in
attitudes and
behaviours,
such as
responses to
marketing,
access to
services, or
policy change.
Ultimate
impact that is
linked to
organisational
aims, i.e. help
for
beneficiaries, or
raised income.

15. You invest
some time
and
money
You say
something
to some
people
They say
or do
something
different
Something
good
happens
in the
world
OutcomeInput Output Impact
The resources
you expend,
such as
allocations of
staff capacity,
budget, and
other support
such as
voluntary help
Key messages
delivered
through a
range of
channels
reaching a
certain number
of people in a
specific target
group.
Changes in
attitudes and
behaviours,
such as
responses to
marketing,
access to
services, or
policy change.
Ultimate
impact that is
linked to
organisational
aims, i.e. help
for
beneficiaries, or
raised income.

16. W W W . E D E N S T A N L E Y . C O . U K
Thank you
Start with strategy to measure what matters
Joe Barrell
23rd April 2014