A Challenge to Industry: Devise a Measurement Standard Where Outcomes Will Be Useful

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Devise a Measurement Standard Where Outcomes Will Be UsefulEric Koefoot,  President & CEO, PublicRelay

P&G pulled $200 million from its digital ad spend last year and, last month, called on the industry to fix rampant ad fraud and set a standard third-party verification system in place. Strategic Profile Management’s Graeme Harris in a recent PR News article, was quick to point out this analytics issue and added that measurement in the PR world is even in a more torpid state than its advertising counterpart.

Today, while our industry is abandoning (largely discredited) AVEs – and moving towards an outcome method of thinking, we are very far from the finish line. Nowadays, with the rise of social media, there is a plethora of inconsistent, and often “vague” metrics (like awareness, buzz, influencer, amplification) that vary in meaning from analytics provider to provider. Worse yet, many of these vendors provide data that is of questionable accuracy, if not irrelevant.

I agree with Harris, the industry needs to consistently deliver measurement that is insightful, reliable and exceeding expectations and do so in a standardized fashion. He adds all businesses have fundamental goals: revenue, costs and profit.  To be relevant, Communicators need to show that they have trusted data and are using it to contribute to meeting these goals.

Read Harris’ full piece A Challenge to Industry: Devise a Measurement Standard Where Outcomes Will Be Useful.

1 Comment

  1. Todd Murphy on at 12:09 PM

    Done. Next Question?

    Seriously, your post makes a great point that vague metrics, primarily coming from the SaaS providers in the PR measurement industry, do more harm than good. Quality measurement must start with comprehensive, high quality data. Do not believe the people who say “measure what matters”, that is a smokescreen to hide the fact they have very limited access to needed data. In fact, the butterfly effect of volume of media exposure and even impressions DOES impact outcomes. You also need SEO/SEM and sales data. Long story short: You have to have a reliable measurement framework, like that developed by AMEC, combined with good data, and then replicate your analysis through an established, accurate, and transparent methodology. Measuring impact and effectiveness is very possible, but if it were easy everyone would be providing relevant results.