Measurement and Evaluation- what’s it worth?

A blog by Louise Daniel- Aro Senior Account Executive

Whether you are working for an agency or part of an in-house team, measurement and evaluation loom large.

Clients and management want to see results but quantifying these can be a challenge.

Data isn’t just about how many pieces of media coverage you achieve for a client, nor is it simply clicks, sales or engagement.

Measurement and evaluation are vital to showing clients, whether internal or external, what is (and is not) working. They also become essential when preparing and planning campaigns and can inform winning pitches.

But how? Long gone are the days where an enveloped stuffed with newspaper clippings comprised an evaluation report.

In the increasingly digitised and data driven waters in which we swim, and our client’s understandable need to see return on investment (and justification) for the services we offer, it can be a challenge to see the wood for the trees.

On 15 October, we hosted a PRCA event on Measurement and Evaluation with guest speaker Ben Levine, Director and Partner at True Global Intelligence.

It was heartening to see communications professionals from agencies, local authorities, public services and leading engineering businesses come together to discuss this hot topic of conversation.

While measurement can be a crucial element of both winning and retaining clients, the delivery of figures at the end of a campaign can feel rather flat.

According to Ben, data should be used at the front-end to understand potential client’s business objectives better and create on-target campaigns. Measurement tools can also enable deployment of content developed with the specific aim of achieving clients’ business goals in the right place and at the right time.

Ben revealed this approach to data in turn helps us to “shift the needle”, keeping us focused on successfully delivering briefs for existing clients as well as supporting us in winning new clients.

The transition from clippings to digital delivery was a watershed moment for the communications industry, and while the original iteration of the Barcelona principle signposted how to set goals and deliver better services, it was Barcelona 2.0 which signalled ways of working which connected outcomes and actions. There are tools which can really help communicators to prove their value in an evolving media landscape. Visit amecorg.com/amecframework/ for more information, resources and supporting material.

When coupled with upfront evaluation tools which have the capacity to plan, measure and evaluate resources, the ability to be incisive with client’s campaigns and put money/resources where it needs to be, is within grasp.

According to Ben, measurement and evaluation have a place, but rather than an end point, they need to be used as conversational tools helping us get to the heart of the client brief and deliver measurable results.

When deployed effectively these tools can plot long and short-term goals and offer practical (flexible) frameworks allowing practitioners to remain focused on clients’ engagement, positioning or sales goals.

Ben also indicated the need to be willing to integrate – not only with clients’ ways of working but also with our own teams, to get the bigger picture and a more rounded, fuller story.

Collaborative working with clients combined with well thought out research (which includes measurement and evaluation) goes a long way to building trust and mutual respect – and it doesn’t hurt to manage expectations too.

Five top takeaways

• Be on the front foot. All measurement starts with setting SMART objectives.
• Google is your friend. Take advantage of the free tools at your fingertips.
• Lean on data partners and collaborate to produce more efficient models.
• Integrate with your client’s processes
• Be consistent.

Don’t forget its Measurement Month 1-29 Nov. Visit https://amecorg.com/measurement-month-2019/ for more information