Colin WheelerManaging Director, Survey Solutions

Customer Experience, Employee Engagement

RESEARCH GEEK

LET’S EXPLODE THE MYTH

WE ARE OBSESSED WITH ‘HOW?’(1996)

Media measurement companies

(1969)PR Agencies plus in-house and individual members

(1917)Advertising media and marketing communications agencies

Annual conferenceMeasurement monthIntegrated Evaluation FrameworkCannes Special Advisors

Annual conferenceTrainingSupports AMEC

Effectiveness AwardsConferencesTraining/CPD

Integrated Evaluation FrameworkValue of Communications report

Jointly with AMEC/ICCO:PR Professionals Guide to Measurement

Effectiveness WeekBringing trade organisations, clients and agencies together

WHAT ABOUT THE ‘WHY?’

EFFICIENCYPROFESSIONAL

EXPERIMENT

CREDIBLE

PROOF

TRUSTED

THOUGHTFUL

WISE

RESPONSIBLE

ACCOUNTABLE TRACK RECORD

IMPROVE

DEVELOP

RISK

REPUTATION PRIORITISECONFIDENCE

LEARN

RICK “THE SLICK” AND RICK “THE RULER”

HONESTLY

A blue whale, Balaenoptera musculusCredit: Mark Conlin/Alamy Stock Photo

African wild dog, Lycaon pictus pictusCredit: Sharp Photography

A dragonfly, Anisoptera

Based on: http://www.bbc.co.uk/earth/story/20151222-which-animal-is-the-deadliest-hunter-on-the-planet

It takes Competitive advantage

RAPHUS CUCULLATUS

CULTUREI think there has been a change. Brands who have clear KPIs and are keen to set them, and have made it part of their company culture, have increased from around 10-20% of our client base to up to 40%.Agency COO

We now sit with the policy team and with the analysts and decide how the activity will be measured, and the metrics.Head of Strategy and Insight

Within six months of setting up our Marketing Effectiveness function we were faced with huge demand from across the organisationSandra Fazackerley Telefonica (02)

We should be talking about our understanding of the levers to generate ‘value’ and ‘share’ and then we can stop talking about creating ‘likes’.Agency CEO

The end point is not the process, the end point is the results. We are process driven, but only as a means to an end. We don’t want anyone turning round and saying ‘It didn’t work – but I followed the process.’ It just helps us to be efficient. Director, Strategy, Insight, Capability

IF YOU’RE NOT SURE ABOUT THE ‘HOW?’ …

… AND NOT FORGETTING

http://effworks.co.uk/learning-resources/

Colin WheelerManaging Director, Survey Solutions

Connect: LinkedIn: ss-l.uk/colin-li

Twitter: ss-l.uk/colin-tw

Links to content from this presentation:

• Slide deck• PR Professionals Guide to Measurement• Value of Communications• Integrated Evaluation Framework• Additional resources pages on AMEC website

ss-l.uk/EW2017-DL1Xss-l.uk/EW2017-DL2ss-l.uk/EW2017-DL3ss-l.uk/EW2017-LK1ss-l.uk/EW2017-LK2