Tag Archives: benchmarking

Learn How to Measure What Matters from the Queen Herself

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I recently had the pleasure of reading Katie Paine’s latest book, Measure What Matters, during some otherwise long and boring plane rides. Through 14 succinct but detailed chapters, Katie walks you through how to get started with basic measurement and some good examples of specific situations or types of campaigns you may need to measure.

From tackling finding the right measurement tool to measuring the impact of a conference sponsorship, each chapter can stand on its own as a detailed and real-life example. One problem I have had with other books about measurement is the lack of real examples or instructions to help you go beyond the theoretical math. Not so here. Continue reading

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Real-time vs. Benchmarking: Which Measurement Style is Right for You?

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Business colleagues, man pointing and woman writing on sidewalkMeasurement, measurement, measurement. It’s all we can talk about lately, right? With all the discussions about complex metrics and the ever elusive ROI, some of the more basic concepts of PR measurement have been drowned out.

Once you’ve come to terms with the idea that you absolutely must be measuring, where do you start? One of the first questions you should answer is whether you want to measure in real-time or whether you want to focus on measuring against a benchmark. Both satisfy rather different needs, but they could be paired to create a more robust measurement program as well. There is also some unavoidable overlap because, after all, measurement is measurement.

Real-time measurement

First of all, real-time is more aptly described as monitoring, though there can be some more quantitative aspects involved. The focus here is to gain an understanding of what is being said, where and about what right now. Continue reading

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