The Lead

Measuring The Value

Posted by Tony Morse on June 17, 2009 at 12:43 PM

Last week we met with a combined group of finance and marketing executives to discuss the value of financial and marketing communication investments.

Originally inspired by a finance exec asking about the "ROI of Marketing," the discussion during the SlideShare presentation below focused on:

• Why measure?


• The importance of baselines (how else can we measure progress?).


• The notion that value occurs at the intersection of: monetary impact, utility delivered, and reputation earned


• What to measure


• How to apply the results

Share your thoughts ...

• Why is measurement the "holy grail" of marketing?


• What success have you enjoyed through measuring the value of your programs?


• What advice to you have for helping to create mutual respect between finance and marketing?

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Measurement -- Science Happens in the Second Year

Posted by Matt Kucharski on May 20, 2008 at 6:51 AM

Interesting pespective on measurement from Steve Knipstein (currently with Cushman Amberg public relations in Chicago but soon to be with Life Fitness) and Steve Shannon from Burrelle's Luce here at the PRSA Counselors Academy Spring Conference.

The presenters and audience agreed that, with PR measurement, the science really happens in the second year. The first year is all about establishing the benchmarks -- where we're at today. There's value in that, but not nearly as much value as in the second year -- when you can do some comparisions and find out where things are moving ahead and where they're not.

This is a much healthier philosophy toward measurement. Instead using measurement solely for justification of next year's budget and agency performance -- look upon it as a way to establish a baseline for monitoring the ongoing effectiveness and health of the program. You'll likely have more meaningful dialog with senior leadership and a much better long-term program.

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Kistle podcast on communications research

Posted by Bob Brin on October 31, 2007 at 8:41 AM

In this podcast for IABC, our very own research enthusiast David Kistle previews his talk at the IABC/Cision Research & Measurement conference in New York, November 11/14-16. He discusses communications research whys and gives us the short story on a case history he'll share at the conference. David's interview with Shel Holtz is the last half of the podcast so you can just slide the bar on your player to jump to it (not to neglect the first half of the interview about going green).

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