How to put together an integrated communications dashboard to measure your entire paid, earned and owned program.

1. Measurement Hour
June 13, 2018
Katie Delahaye Paine, CEO
Paine Publishing
www.painepublishing.com | @queenofmetrics | measurementqueen@gmail.com
Measuring Integrated Communications
Programs

2. The Communicator’s Biggest Challenge:
Skepticism & Mistrust
 Truth Decay – the line between
fact and fiction is fungible
 Trust collapse – lowest levels ever
 Lack of validated data
 Ridiculous numbers
2

3. The Solution: Restore Trust
 Requires:
 Consistency
 Authenticity
 Transparency
 WIFM
 Personal relationships
 Audience centricity
 Focus on points of
personal contact

4. The Solution: Customer Centricity
 Focus on what influences
the audience
 Develop deep
understanding of what
motivates the audience
 Design credible, authentic
campaigns that meet the
audience where they are
 Focus on where and who
influences their decisions
4

5. CEO
Corporate Communications
Reputation
Management
CSR
Brand
Mgmt.
Good
Excuses
Group
Legal HR
Talent
Acquisition
Customer
Acquisition
(formerly
known as
Marketing)
Customer
Experience
The Bean
Counters
Finance IR
Manufacturing Operations IT
A New Org Chart based on how
Communications Functions today

6. Step 1: Agree Upon Business &
Communications’ Goals
 Leadership must provide goals against which to
measure your overall communications effort
 “Awareness” is not an objective
 Translate into “SMART” Objectives for your
dashboard
 Specific
 Measurable
 Achievable
 Relevant
 Time-based
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7. Step 2: Map out the Path from Activity to Desired Action
Push out news
Increase dissemination of messages
More engagement with content
Change in perception or belief
Increased donations, conversions or other
behavioral change

8. Step 3: Define the Metrics
Business Goal Comms Objective Activity Metric Outcome Metric
Reposition the
company
• Improve/change
perceptions around
our brand
• % increase in key message
penetration
• % increase in share of desirable
voice
• % increase in engagement with
new content
• % increase in
consideration and
preference
Increase
market share
• Increase the
marketable universe
• Increase
considerations &
preference for brand
or product
• % increase in share of desirable
voice
• % decrease in share of
undesirable voice
• % increase in share of
engagement relative to the
competition
• % increase in
marketable universe
• % increase in people
preferring or
considering the rand.
Reduce
reputational
risk
• Restore/improve
reputation
• % decrease in share of
undesirable voice.
• % decrease in negative
messaging
• % improvement in
trust scores and/or
reputation index
Increase stock
price
• Improve leadership
reputation
• Increase awareness
of what we do
• % reduction in cost per message
communicated
• % increase in perceptions of
“well managed”
• % increase in
perceived value
relative the
competition
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9. Step 4: Agree on definitions
 What’s a “good” article?
 What’s a “high value placement”
 What’s an “engaged” employee?
 What does “customer engagement”
look like?
 What/who’s thoughts do you want to
lead?
 How do you define “goal conversion” ?
 What are the terms for which you want
to rank high in search?

10. Desirable Criteria Score Undesirable Criteria Score
Contains a key message
3.50
No key message -1.0
Contains a desirable visual
0.75
Negative message, negative
myth reinforced
-3.0
Contains a quote from a spokesperson
2.50
Contains a competitor quote -1.0
Positions your brand as best in class
0.75
A story or a headline that
leaves the reader less likely to
do support the organization
-3.0
Dispels a myth
0.75
Organization omitted from
story that includes competitors
mentioned
-2.0
The story or headline leaves a reader
more likely to support the organization 1.75
Total
10.00
-10.0
10
Media Quality Index
#powerofPR @queenofmetrics

11. What does an engaged
customer/prospect do?
Metric Weighting
Complete a goal (Google Analytics) ?
Signs up for email ?
Attends an event ?
Positively Comments ?
Watches more than 50% of videos ?
Total 10

12. What does an engaged employee do?
Metric Weighting
Participation in Training
Volunteers for Community Activity
Event Attendance
Comments
Videos watched > 50%
Total 10

13. Step 5: Define Your Benchmarks
 What keeps your CEO up at night?
 Who’s the competition?
 13-months or 5 quarters?
13

14. Step 6: Agree on Purpose and Audiences
for Your Dashboard
 Who will use it?
 What decisions do they
need to make from the
data?
 What reports do you need
to generate?
 How much drill down and
detail do they need?
 How much time do they
have to use and analyze
the data?
 How often?
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1) What?
2) So what?
3) Now what?

15. Step 7: Produce a Prototype
 Start by
mapping your
framework
 Remember, it
won’t look
like the final
product
15

16. 16

17. PUBLIC AFFAIRS DASHBOARD
Sales Target Risk Reduction New Market Share
Increases Brand Awareness,
Reduce Sales Cycle
Increase Trust, Reduce
Threats
Expand the Marketable
Universe
Bench-
mark
Current Goal
Bench-
mark
Current Goal
Bench-
mark
Current Goal
% increase in
share of
desirable voice
8.9% 8.9% 10% % Decrease in
undesirable
Share of
Conversation
10% 12% 8% % Increase in
stakeholder
awareness
10% 9% 20%
% decrease in
share of
undesirable
voice
3.1% 2.1% <3% % Decrease in
stakeholders
not aware
21% 21% 7% % Increase in
online
engagement on
issue
% Increase in in-
bound requests
for information
10% 5% 15%
% increase in
awareness
11% 11% 13% % increase in
Trust scores
50% 45% 75% 0 100 500
Below Target
At Risk
On Target
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18. Step 8: Identify Data Sources
 Web analytics
 Listening/monitoring
 Sales Data (CRM?)
 Product marketing data
 Reputational and
attitudinal data on how
people perceive your
brand or products
 Financial data such as
monthly or quarterly
budget figures
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• SurveyAwareness
• SurveyPreference
• Survey or Online action
Consideration
• Sales contact systemLeads
• Monitoring/listening or
Survey
Messaging
• Monitoring/listeningVisibility
• Revenue/expensesCost savings

19. Step 9: Implement
 Everyone has to sign off on
the prototype before
implementation
 Clean data first
 Aligning dates is critical &
time consuming
 Stuff will be missing
 Allow time for fixes and edits
 Tools:
 Excel
 Google Sheets
 Microsoft Power BI
 Tableau
 Qlik
 DOMO
 Adobe
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20. Step 10: Find your answers
 Rank order results from worst to
best
 Go cross-tab crazy -- Compare by
date, campaign, message, medium,
platform
 Ask “So What?” at least three times
 Compare to last month, last quarter,
13-month average
 Don’t be afraid of bad news, you’ll
learn more from failure
 Suggest ways to improve
 Make sure you relate data to goals
#powerofPR @queenofmetrics

21. Thank You!
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Special thanks to Montclair State University's Graduate Program for
sponsoring this month's Measurement Hour!