Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Five Keys to Measurement

1,199 views

Published on

five key considerations for measuring your PR/Marketing programs

Published in: Business
  • Be the first to comment

Five Keys to Measurement

  1. 1. There’s an old joke…<br />
  2. 2.
  3. 3.
  4. 4.
  5. 5. “Because <br />– you damn fool – <br />The light’s better <br />over here.”<br />
  6. 6.
  7. 7. “My klout score <br />went up by <br />three points!!!”<br />
  8. 8. Five Keys to Measurement:<br />A romp for keys in the dark<br />Rob Clark<br />Director, Insights and Measurement<br />Edelman<br />@theelusivefish<br />http://disclz.me/RobClark<br />
  9. 9. “There – we’ve almost tabulated the number of impressions for that last retweet.”<br />
  10. 10. Why do we measure?<br />
  11. 11. “Our goal is to align<br />the synergy of our<br />brand promise.<br />Oh.<br />And build awareness.<br />Yeah.<br />Awareness.<br />That’s the ticket…”<br />
  12. 12. 1<br />Clearly defined goals and objectives<br />
  13. 13. “Ayup.<br />Growing higher than<br />Last year.”<br />(as a measurement expert, he’s <br />truly out standing in his field)<br />
  14. 14. 2<br />Establish a benchmark<br />
  15. 15. 234,456<br />
  16. 16. 3<br />Context – What is that number? Why does it matter?<br />
  17. 17. “Nuke ‘em from orbit. It’s the only way to be sure.”<br />(yes I just quoted Ripley,<br />believe it or not.)<br />
  18. 18. 4<br />Accuracy vs. Precision <br />Know when to stop.<br />
  19. 19. Around 240 B.C., Eratosthenes calculated the circumference of the Earth … he was off by about 1%<br />He did this with three bits of data. <br /><ul><li>The distance between two cities.
  20. 20. The length of a shadow at a given time/day in one city
  21. 21. The length of a shadow at the same time/day in the other</li></li></ul><li>5<br />A little bit of data is often enough<br />
  22. 22. questions…<br />@theelusivefish<br />Rob.Clark@Edelman.com<br />
  23. 23. Credit where credit is due<br />Streetlight -http://www.flickr.com/photos/arvindgrover/ <br />key - http://www.flickr.com/photos/pvera/<br />Alley - http://www.flickr.com/photos/rdvortex/<br />Graduate - http://www.flickr.com/photos/nics_events/<br />Question - http://www.flickr.com/photos/soldiersmediacenter/ <br />Tape measure - http://www.flickr.com/photos/wwarby/<br />Objectives - http://www.flickr.com/photos/btouniversity/<br />Computer - http://www.flickr.com/photos/cote/<br />Zombie - http://www.flickr.com/photos/dhollister/<br />Earth - http://www.flickr.com/photos/flyingsinger/<br />All photos creative common licesnsed<br />

×