The Evolution of Measurement

As practitioners, we all see the value that communications can provide to clients and organizations, but how do we measure and package that value in a way that is meaningful across the C-Suite? Kate Northway, EVP, Corporate Communications & Integrated Solutions at Omnicom Public Relations Group, joined us for a Think Thursday to explore the evolution of measurement and our ability to leverage analytics to optimize and expand our work across organizations. Here are the key takeaways:

  1. The proliferation of new tools and technology are only as good as our ability to connect them together along with existing data to demonstrate impact. There is no out-of-the-box solution to address measurement needs today. 
  1. The language we use is just as important as the data itself. Communications leaders should have significant skill in translating data across the enterprise, which with context allows for more effective decision making.
  1. Use the priorities of the C-suite as a guide to determine what to measure and advocate for continued investment in measurement and resources. Ensure what you are measuring is visible to senior leadership.