[Webinar Recap] 7 Ways to Effectively Analyze Data and Evolve Campaigns

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Learn how to build an effective measurement framework and optimize PR and marketing campaigns based on real results. View our webinar recap hosted during AMEC measurement month 2015.

Marketing

1 | ©2015 LEWIS Communications, LLC. All Rights Reserved
7 Ways to Analyze Data
& Evolve Campaigns
Webinar Recap:
Follow #LEWISinsights and #AMECMM

ANALYTICS EXPERTS
Ian Lipner
Senior Vice President,
LEWIS PR
@LipneratLEWIS
Matt Robbins
Director of Insight and Research,
LEWIS PR
@RobbinsReport
James McKinny
Analytics Supervisor,
Piston Agency
@PistonAgency
Follow the convo on Twitter: #LEWISinsights and #AMECMM
2 | ©2015 LEWIS Communications, LLC. All Rights Reserved

MEASUREMENT
MINDSET
Follow #LEWISinsights and #AMECMM3 | ©2015 LEWIS Communications, LLC. All Rights Reserved
Tip 1:
• From ROI to insight
• Continual improvement vs.
performance orientation
• The importance of segmentation
• Opinion data

Tip 2:
MAP OUT KEY
OBJECTIVES & GOALS
Follow #LEWISinsights and #AMECMM4 | ©2015 LEWIS Communications, LLC. All Rights Reserved
• Align business goals with
communications goals
• Measure for strategy
• Program vs. campaign
• Use internal data

BUILD A
FRAMEWORK
5 | ©2015 LEWIS Communications, LLC. All Rights Reserved
• Outputs, outcomes and business
performance
• Understand the source
• Tool standardization
• Deliverable selection
Tip 3:
Join the conversation! Tweet us @lewisprus & @pistonagency

Follow #LEWISinsights and #AMECMM
SELECT & SET
THE RIGHT KPIs
6 | ©2015 LEWIS Communications, LLC. All Rights Reserved
Tip 4:
• Not all KPI’s have the same purpose
• Primary KPI’s directly influence key
objectives
• Secondary KPI’s explain the behavior of
Primary KPI’s
• Diagnostic KPI’s measure the stability
of the environment
• Different channels & tactics deserve
different KPI’s

7 | ©2015 LEWIS Communications, LLC. All Rights Reserved
FIND THE
BEST TOOLS
Tip 5:
• Good choices pave the way for
successful campaigns
• Measurement platforms
• Reporting software
• Specialized analytics services
• Good partners
Join the conversation! Tweet us @lewisprus & @pistonagency

Follow #LEWISinsights and #AMECMM
REVIEW DATA
8 | ©2015 LEWIS Communications, LLC. All Rights Reserved
Tip 6:
• Periodic review
• Be prepared to make KPI changes
• Focus on goals (not outputs!)
• Get creative
• Learn from the results

OPTIMIZE & EVOLVE
CAMPAIGNS
Tip 7:
9 | ©2015 LEWIS Communications, LLC. All Rights Reserved Follow #LEWISinsights and #AMECMM
• Real-time reporting yields faster
optimizations
• Smarter dashboards enable more
valuable insights
• Set budget aside for testing
• Accept and learn from failure

Follow #LEWISinsights and #AMECMM
START SIMPLY &
SIMPLY START!
Bonus Tip:
10 | ©2015 LEWIS Communications, LLC. All Rights Reserved
• Start collecting PR results data
• Start reviewing analytics
• Lead a measurement discussion
with data allies

11 | ©2015 LEWIS Communications, LLC. All Rights Reserved
Ian Lipner
Senior Vice President,
LEWIS PR
@LipneratLEWIS
Matt Robbins
Director of Insight and Research,
LEWIS PR
@RobbinsReport
James McKinny
Analytics Supervisor,
Piston Agency
@PistonAgency
Q&A SESSION
Follow the convo on Twitter: #LEWISinsights and #AMECMM
Join the conversation! Tweet us @lewisprus & @pistonagency

12 | ©2015 LEWIS Communications, LLC. All Rights Reserved
Key Takeaways:
1. Use data not just to prove, but to improve.
2. Focus on business goal, not credit.
3. The study of metrics is intended to bring about constant
change.
4. Even the best campaigns need to be improved.
5. Today is the first day of the rest of your analytics life.
Join the conversation! Tweet us @lewisprus & @pistonagency

THANK YOU!
For any follow-up questions, please email:
measurement@lewispr.com
Don’t forget to download our analytics series,
http://lws.co/measurement_guide
Follow #LEWISinsights and #AMECMM13 | ©2015 LEWIS Communications, LLC. All Rights Reserved

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[Webinar Recap] 7 Ways to Effectively Analyze Data and Evolve Campaigns

2. ANALYTICS EXPERTS Ian Lipner Senior Vice President, LEWIS PR @LipneratLEWIS Matt Robbins Director of Insight and Research, LEWIS PR @RobbinsReport James McKinny Analytics Supervisor, Piston Agency @PistonAgency Follow the convo on Twitter: #LEWISinsights and #AMECMM 2 | ©2015 LEWIS Communications, LLC. All Rights Reserved

3. MEASUREMENT MINDSET Follow #LEWISinsights and #AMECMM3 | ©2015 LEWIS Communications, LLC. All Rights Reserved Tip 1: • From ROI to insight • Continual improvement vs. performance orientation • The importance of segmentation • Opinion data

4. Tip 2: MAP OUT KEY OBJECTIVES & GOALS Follow #LEWISinsights and #AMECMM4 | ©2015 LEWIS Communications, LLC. All Rights Reserved • Align business goals with communications goals • Measure for strategy • Program vs. campaign • Use internal data

5. BUILD A FRAMEWORK 5 | ©2015 LEWIS Communications, LLC. All Rights Reserved • Outputs, outcomes and business performance • Understand the source • Tool standardization • Deliverable selection Tip 3: Join the conversation! Tweet us @lewisprus & @pistonagency

6. Follow #LEWISinsights and #AMECMM SELECT & SET THE RIGHT KPIs 6 | ©2015 LEWIS Communications, LLC. All Rights Reserved Tip 4: • Not all KPI’s have the same purpose • Primary KPI’s directly influence key objectives • Secondary KPI’s explain the behavior of Primary KPI’s • Diagnostic KPI’s measure the stability of the environment • Different channels & tactics deserve different KPI’s

7. 7 | ©2015 LEWIS Communications, LLC. All Rights Reserved FIND THE BEST TOOLS Tip 5: • Good choices pave the way for successful campaigns • Measurement platforms • Reporting software • Specialized analytics services • Good partners Join the conversation! Tweet us @lewisprus & @pistonagency

8. Follow #LEWISinsights and #AMECMM REVIEW DATA 8 | ©2015 LEWIS Communications, LLC. All Rights Reserved Tip 6: • Periodic review • Be prepared to make KPI changes • Focus on goals (not outputs!) • Get creative • Learn from the results

9. OPTIMIZE & EVOLVE CAMPAIGNS Tip 7: 9 | ©2015 LEWIS Communications, LLC. All Rights Reserved Follow #LEWISinsights and #AMECMM • Real-time reporting yields faster optimizations • Smarter dashboards enable more valuable insights • Set budget aside for testing • Accept and learn from failure

10. Follow #LEWISinsights and #AMECMM START SIMPLY & SIMPLY START! Bonus Tip: 10 | ©2015 LEWIS Communications, LLC. All Rights Reserved • Start collecting PR results data • Start reviewing analytics • Lead a measurement discussion with data allies

11. 11 | ©2015 LEWIS Communications, LLC. All Rights Reserved Ian Lipner Senior Vice President, LEWIS PR @LipneratLEWIS Matt Robbins Director of Insight and Research, LEWIS PR @RobbinsReport James McKinny Analytics Supervisor, Piston Agency @PistonAgency Q&A SESSION Follow the convo on Twitter: #LEWISinsights and #AMECMM Join the conversation! Tweet us @lewisprus & @pistonagency

12. 12 | ©2015 LEWIS Communications, LLC. All Rights Reserved Key Takeaways: 1. Use data not just to prove, but to improve. 2. Focus on business goal, not credit. 3. The study of metrics is intended to bring about constant change. 4. Even the best campaigns need to be improved. 5. Today is the first day of the rest of your analytics life. Join the conversation! Tweet us @lewisprus & @pistonagency

13. THANK YOU! For any follow-up questions, please email: measurement@lewispr.com Don’t forget to download our analytics series, http://lws.co/measurement_guide Follow #LEWISinsights and #AMECMM13 | ©2015 LEWIS Communications, LLC. All Rights Reserved

[Webinar Recap] 7 Ways to Effectively Analyze Data and Evolve Campaigns

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