We review the latest tools and how to make sure you get the one you need

1. Measurement Hour
November 30th, 2016
Katie Delahaye Paine, CEO
Paine Publishing
www.painepublishing.com | @queenofmetrics | measurementqueen@gmail.com
Everything You Need to Know About
Measurement Tools

2. What clients think
they want:
One system that will
justify their budget
and answer all their
questions.
What vendors think
that means:
I need media
monitoring and some
metrics.
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3. What the client really
needs:
Probably three
different vendors that
need to be integrated
into one dashboard.
What needs to happen:
1. Set up SMART Objectives and
metrics
2. Establish list of requirements for
vendors
3. Pick the vendors best able to
deliver the metrics you need
4. Integrate it into a custom
dashboard and paid media
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4. Key Rules to Remember
 Metrics must align to business goals, if not, they won’t
matter
 Most of what you produce is content, not news
 The goal isn’t placements, it’s about influencing
behavior
 If you can’t find answers, the data is meaningless
 Focus on influencers, not on outlets
 It’s not the quantity of your offering, but the quality of
your advice
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5. Key Rules to Remember
 Your choice of vendor should be driven by your goals,
objectives and metrics. Define those first before you
even talk to any vendors
 Check the IPR Pledge list to see if the vendor has
pledged to support industry standards
 Develop a list of criteria for qualification. If a vendor
doesn’t meet the criteria on your list, do not encourage
them to participate
 If you go through an RFP process, have a clear and
distinct measures of success, ranked by importance to
your organization
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6. What do you need to measure?
External Media
Outreach • Efficiency:
• Cost per Message Communicated
• Placement per outreach
• Quality:
• Media Quality Score?
• % of items containing key messages?
• Quantity:
• Share of Voice?
• Share of Quotes?
• Impact on Web Traffic
Metrics
• Excel
• Glean.Info
• Google Analytics
Tools
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7. What do you need to measure?
Social Media
Outreach • Efficiency:
• Engagement Rate Per Post
• % of Conversions from Social
• Quality:
• Quality of comments?
• % of items containing key messages?
• Quantity:
• Share of Voice?
Metrics
• Excel
• Glean.Info
• Social Studio
• Simply Measured
• TrackMaven
• Google Analytics
Tools
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8. What do you need to measure?
Content
Marketing
• Efficiency:
• Conversion Rate Per Post
• % increase in Conversions from
Tagged Content
• % increase in engagement (shares)
Metrics
• Excel
• Glean.Info
• Social Studio
• Google Analytics
Tools
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9. Objectives
Business
Objectives
Comms’
Contribution
Comms’
Activity
Activity Metric Outcome
Metric
Tool
Increase high
quality leads
Increase awareness/
preference
Publicity
Social Media
• % increase in
media quality
score
• % increase in
social sharing
• % increase in
awareness/pref
erence
• Media
content
analysis
• Social
Metrics
• Survey
Research
Increase/save
revenue
Increase engagement
Increase trust
Events
Content
Creation
• % increase in
attendance
• % increase in
engagement with
content
• % increase in
trust
• % increase in
engagement
• Survey
Research
• Web
Analytics
• Social
Metrics
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10. Objectives  Actions
Business
Objectives
Comms’
Contribution
Comms’
Activity
Activity Metric Outcome
Metric
Tool
Increase high
quality leads
Increase awareness/
preference
• Publicity
• Social Media
• % increase in
media quality
score
• % increase in
social sharing
• % increase in
awareness/pref
erence
• Media
content
analysis
• Social
Metrics
• Survey
Research
Increase/save
revenue
Increase engagement
Increase trust
• Events
• Content
Creation
• % increase in
attendance
• % increase in
engagement with
content
• % increase in
trust
• % increase in
engagement
• Survey
Research
• Web
Analytics
• Social
Metrics
10
10

11. Objectives  Actions  Metrics
Business
Objectives
Comms’
Contribution
Comms’
Activity
Activity Metric Outcome
Metric
Tool
Increase high
quality leads
Increase awareness/
preference
• Publicity
• Social Media
• % increase in
media quality
score
• % increase in
social sharing
• % increase in
awareness/
preference
• Media
content
analysis
• Social
Metrics
• Survey
Research
Increase/save
revenue
Increase engagement
Increase trust
• Events
• Content
Creation
• % increase in
attendance
• % increase in
engagement with
content
• % increase in
trust
• % increase in
engagement
• Survey
Research
• Web
Analytics
• Social
Metrics
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11

12. Objectives  Actions  Metrics  Tools
Business
Objectives
Comms’
Contribution
Comms’
Activity
Activity Metric Outcome
Metric
Tool
Increase high
quality leads
Increase awareness/
preference
• Publicity
• Social Media
• % increase in
media quality
score
• % increase in
social sharing
• % increase in
awareness/pref
erence
• Media
content
analysis
• Social
Metrics
• Survey
Research
Increase/save
revenue
Increase engagement
Increase trust
• Events
• Content
Creation
• % increase in
attendance
• % increase in
engagement with
content
• % increase in
trust
• % increase in
engagement
• Survey
Research
• Web
Analytics
• Social
Metrics
12
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13. Choosing the Right Vendor
1.0 Accuracy
1.1 Accuracy of search (absence of duplicates, inappropriate or off-target content) 5 1 2 3 4 5 10 15 20
1.2 Accuracy of sentiment 5 1 2 3 4 5 10 15 20
1.3 Accuracy of subject matter 5 1 2 3 4 5 10 15 20
2.0 Alerting Capability 1 2 3 4
2.1 Timeliness of alerts 3 1 2 3 4 3 6 9 12
2.2 Completeness of Alerts 4 1 2 3 4 4 8 12 16
3.0 User Management 1 2 3 4
3.1 Ease of setting up and managing users 3 1 2 3 4 3 6 9 12
3.2 Abilty to generate specific reports for specific users or groups 3 1 2 3 4 3 6 9 12
4.0 Reporting 1 2 3 4 0 0 0 0
4.1 Findability of the data that you need 5 1 2 3 4 5 10 15 20
4.2 Does the tool offer adequate reporting ability to create/customize/export
reports? 5 1 2 3 4 5 10 15 20
5.0 Cost 1 2 3 4 0 0 0 0
5.1 Is the pricing reasonable given the value delivered? 4 1 2 3 4
5.2 Is the cost less or the value greater than what we are currently paying? 4 1 2 3 4 4 8 12 16
6.0 Customer Support 1 2 3 4 0 0 0 0
6.1 Are they sufficiently responsive? 4 1 2 3 4 4 8 12 16
6.2 Do they actually resolve the issue? 5 1 2 3 4 5 10 15 20
6.3 Do they offer Global 24/7 support? 4 1 2 3 4 4 8 12 16
7.0 Does the tool meet our needs 1 2 3 4 0 0 0 0
7.1 Can it produce the data necessary for the Corporate Dashboard as is? 5 1 2 3 4 5 10 15 20
7.2 Can it produce the data necessary within the requisite time frame? 4 1 2 3 4 4 8 12 16
7.5 Can it provide adequate monitoring to reduce risk and reputation threats? 5 1 2 3 4 5 10 15 20
Total 73 23 46 69 92 69 138 207 276
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14. Thank You!
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Special thanks to Montclair State University's Graduate Program for
sponsoring this month's Measurement Hour!
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