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IS IT TIME TO RE-WRITE THE RULE BOOK ON 
INTEGRATED COMMS MEASUREMENT? 
HOW TO MEASURE ACTIVITY IN A TRULY INTEGRATED FASHION 
October 2014
5 KEY POINTS: INTEGRATED COMMS MEASUREMENT 
1. ‘Fess up’ to failures 
Declare an internal ‘amnesty’ 
and admit where historic and 
prevailing structures are no 
longer fit for purpose and 
where mistakes are being made.
5 KEY POINTS: INTEGRATED COMMS MEASUREMENT 
2. Identify who knows what they’re talking about 
Make an honest and frank 
assessment of the people in your 
business in terms of corporate 
and brand comms, marketing, 
digital, social, IT, data, and 
insight.
5 KEY POINTS: INTEGRATED COMMS MEASUREMENT 
3. Work together 
Get those people to work 
together: Institute processes 
and a culture of cross-functional 
working and 
budgeting.
5 KEY POINTS: INTEGRATED COMMS MEASUREMENT 
Create a common lexicon so 
that everyone understands 
everyone else and starts to 
talk like consumers. 
4. Cut the jargon
5 KEY POINTS: INTEGRATED COMMS MEASUREMENT 
5. Set business objectives 
Base communications 
objectives on business 
objectives, not structural 
agendas.
5 KEY POINTS: INTEGRATED COMMS MEASUREMENT 
About us 
About Ebiquity 
Ebiquity are independent marketing performance specialists. 
We enable brands across the world to make better informed 
decisions to improve their brands and business performance 
across integrated communications channels. 
Market Intelligence 
Monitoring and insight to provide the competitor intelligence 
necessary for effective comms planning. 
Media Value Measurement 
Research and analytics to improve the impact of activity on 
core performance metrics. 
Marketing Performance Optimization 
Proprietary tools and services to hold agencies to account 
and improve transparency and media performance. 
About the author 
Andrew Challier joined Ebiquity in 2007. He 
previously held Director level positions at Marks 
& Spencer, Verdict Research and Ninah 
Consulting. With a pedigree encompassing 
both client-side and consultancy experience, 
and having spent many years advising clients 
on Marketing Effectiveness issues, Andrew 
brings a results-orientated and client-focused 
perspective to the challenge of helping 
businesses make better marketing decisions. 
ContCacot ntact us 
us… 
Read 
more…

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Re-writing the rule book on integrated comms measurement

  • 1. IS IT TIME TO RE-WRITE THE RULE BOOK ON INTEGRATED COMMS MEASUREMENT? HOW TO MEASURE ACTIVITY IN A TRULY INTEGRATED FASHION October 2014
  • 2. 5 KEY POINTS: INTEGRATED COMMS MEASUREMENT 1. ‘Fess up’ to failures Declare an internal ‘amnesty’ and admit where historic and prevailing structures are no longer fit for purpose and where mistakes are being made.
  • 3. 5 KEY POINTS: INTEGRATED COMMS MEASUREMENT 2. Identify who knows what they’re talking about Make an honest and frank assessment of the people in your business in terms of corporate and brand comms, marketing, digital, social, IT, data, and insight.
  • 4. 5 KEY POINTS: INTEGRATED COMMS MEASUREMENT 3. Work together Get those people to work together: Institute processes and a culture of cross-functional working and budgeting.
  • 5. 5 KEY POINTS: INTEGRATED COMMS MEASUREMENT Create a common lexicon so that everyone understands everyone else and starts to talk like consumers. 4. Cut the jargon
  • 6. 5 KEY POINTS: INTEGRATED COMMS MEASUREMENT 5. Set business objectives Base communications objectives on business objectives, not structural agendas.
  • 7. 5 KEY POINTS: INTEGRATED COMMS MEASUREMENT About us About Ebiquity Ebiquity are independent marketing performance specialists. We enable brands across the world to make better informed decisions to improve their brands and business performance across integrated communications channels. Market Intelligence Monitoring and insight to provide the competitor intelligence necessary for effective comms planning. Media Value Measurement Research and analytics to improve the impact of activity on core performance metrics. Marketing Performance Optimization Proprietary tools and services to hold agencies to account and improve transparency and media performance. About the author Andrew Challier joined Ebiquity in 2007. He previously held Director level positions at Marks & Spencer, Verdict Research and Ninah Consulting. With a pedigree encompassing both client-side and consultancy experience, and having spent many years advising clients on Marketing Effectiveness issues, Andrew brings a results-orientated and client-focused perspective to the challenge of helping businesses make better marketing decisions. ContCacot ntact us us… Read more…