Padilla Measurement Presentation Slideshare

Measuring the Value of Financial and Marketing Communication Investments

Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The State of Affairs ,[object Object],[object Object],[object Object]

Common Questions We Get ,[object Object],[object Object],[object Object],[object Object]

First, Some Definitions… ,[object Object],[object Object]

More Definitions ,[object Object],[object Object]

The basic hierarchy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Together, they help organizations reach the audiences important to their success Your company Customers Shareholders Employees Suppliers & Partners Channel Partners Media Industry Associations Standards Bodies Industry Analysts

Why Measure? Because the Results Help: ,[object Object],[object Object],[object Object],[object Object],[object Object]

Value of Measurement ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Why is it so difficult? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

You need to determine ,[object Object],[object Object],[object Object],[object Object]

The “HIPPO” Methodology Based on the Hi ghest P aid P erson’s O bjective

The “Penguin” Methodology Each tactic measured the same way

The “Monkey-See-Monkey-Count” Methodology Counting … just because you can

The “T-Rex” Methodology ,[object Object]

5 Fundamentals of Measuring Programs ,[object Object],[object Object],[object Object],[object Object],[object Object]

START WITH RESEARCH ,[object Object]

Numerous Research Options ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

SET MEASURABLE OBJECTIVES ,[object Object]

Tips to Developing Measurable Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object]

Example: Business Objective #1 ,[object Object],[object Object],[object Object],[object Object],[object Object]

Business Objective #2 ,[object Object],[object Object],[object Object],[object Object]

ONLY MEASURE WHAT’S IMPORTANT ,[object Object]

Metrics – the 3 O’s ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Audience-Specific Outputs, Outtakes and Outcomes Target Audience Cares About Desired Action Key Message Comm. Strategy Metric Financial Analysts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Channel Partner ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

USE THE RIGHT TOOLS ,[object Object]

Sample Measurement Tools ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

MEASURE CONTINUOUSLY ,[object Object]

Benchmark, Track, Analyze and Act

Minneapolis 612-455-1700 New York 212-752-8338 www.psbpr.com www.psbblog.com

Padilla Measurement Presentation Slideshare

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