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Five Keys to Measurement


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five key considerations for measuring your PR/Marketing programs

Published in: Business
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Five Keys to Measurement

  1. 1. There’s an old joke…<br />
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  5. 5. “Because <br />– you damn fool – <br />The light’s better <br />over here.”<br />
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  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 /><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 /><br />
  23. 23. Credit where credit is due<br />Streetlight - <br />key -<br />Alley -<br />Graduate -<br />Question - <br />Tape measure -<br />Objectives -<br />Computer -<br />Zombie -<br />Earth -<br />All photos creative common licesnsed<br />