It may not be glamourous, but data is the new currency. They claim that they can be adapted to most businesses and organizations willing to evaluate the impact of their communications. Early career experience includes various sales and marketing management positions at FairMarket, Trellix and Sybase. Included are the metrics down to suggestions about the structure of the marketing organization and even the operational meeting cadence. However, it also leads many to expect that metrics established at global level can accurately reflect the reality of the communication effort in very different context locally. That is when you show impact.
Listen to the full podcast for more of my discussion with Bryan. Unquestionably, communications activities support business objectives. Public relations teams are frequently tasked with managing reputational risks on social media channels while marketing teams manage and promote the brand. Pages that we believe are important receive a higher PageRank and are more likely to appear at the top of the search results. Reputation became a fragile commodity and accountability the biggest ask.
To not measure communications is lazy and shows a lack of pride in the work being done. Therefore, different disciplines tend to follow different metrics and measurements depending on what is to be achieved see graphic Seamless integration When we execute an integrated campaign, we use all the above measurables to evaluate the impact of our work. However the findings uncovered valuable new insights in other areas. Doing so reframes the strategy and solution being presented to the client. Certainly there are obstacles that can make measurement challenging such as cost, lack of time, and confusion about what to measure. For too long, I fear that we have over-indexed on creativity and that we need to bring to the front the value of data-driven intelligence.
We asked: What problems do customers face? However, there is still much to be done as this is happening in pockets. The dream involves being able to base their requests for funding, resources, and license to decide and execute on hard, un-challengeable, rational metrics and data. These are becoming increasingly popular in sectors such as retail, where e-commerce continues to grow. But I also believe that embedding measurement into a culture starts with being able to answer a very simple question. By detailing the systems and processes needed to measure a demand generation operation he also outlines the entire process of creating a demand generation operation. Marketo provides the leading engagement marketing software and solutions designed to help develop long-term relationships with customers. Targets should never be set without factoring in the allocated resources needed staff, budget etc.
And it has ridden the wave of marketing integration with great success. Data forces teams to focus their approach on actions that will deliver a strong measureable impact. But sometimes you need to convince a client or another decision-maker of the value of a sustained investment. We must end the idea that measurement is boring. And of course, having operational data at your fingertips keeps you on course and tracking to the right objectives. Defined mathematically but often not as pure in practice as can be impacted on by not all the data pool being accessible. It is the equivalent of your doctor shrugging their shoulders and dishing out any old pills and potions for whatever complaint you have, and caring not if they cure or kill you.
Non-financial risks — including regulatory, conduct, compliance, systems and particularly reputation risk — have grown in importance. However, if you focus on quality rather than quantity, your projects will be far more manageable and rewarding. Enable the business to evolve As the marketplace changes, your work and your measurement practices must change, too. It is available in 17 different languages and is in use all around the world. Particularly agency partners working on behalf of a client must get behind the strategies that are working. Thanks to the impact of technology, greater access to data, and an increasingly digitally-centric world, the practice of public relations continues to evolve dramatically. Commit to developing a strong portfolio of consistent and credible measurement practices.
Some have managerial authorities over communications in a wide range of subsidiaries and geographies, and some do not. No matter if a customer is stepping into your store, visiting your website, or talking with a representative on the phone, they should have a consistent experience with every interaction they have with the brand. Listen to other Marketers Count and learn. We have to get comfortable experimenting with new measurement techniques, and our business clients need to get used to us talking in those terms. Although customer behaviors may fall under a number of generalized trends or predictable models, every customer buying experience or journey is unique.
This has been particularly prevalent due to the volume of data from owned media assets and the ease of access to cost-effective social media analytics. Measurement helps us make bolder decisions, take more risks and be more confident of success. I wish this book was available when I went to business school! Data is now a strategic pillar as important as any other central tenet and using it well is critical to winning. This type of content is often used to increase revenue for those selling advertising space. See impressions, and opportunities to see. Being data-driven will allow agility in communications and bring measurement to every stage of the process from goal setting, campaign adjustments to evaluation.