During the European Communication Summit 2017, which took place on June 29 and 30 in Brussels, CARMA's CEO Mazen Nahawi delivered a presentation about how to simplify measurement to drive successful communications.

2. SIMPLIFYING MEASUREMENT
Driving successful communications

3. Today’s ECS Workshop on Measurement
• Back to basics: Why do we measure?
• What does the measurement ecosystem look like?
• Current & future trends
• The Trust Imperative
• Rethinking Audiences
• Creating a simple but effective measurement program
• Objectives
• Methodology
• Tools
• Execution
• Budgeting intelligently

4. Back to basics: Why do we measure?
Ethical
Imperative
You are the guardian of your
Clients’ reputation
Guessing is unprofessional
No measurement leads to
Enormous waste
Excellent
Performance
Getting it right from the start:
Planning based on serious goals &
understanding audiences
Adjusting properly & in a timely
manner
Evaluating performance & results
To build on success & overcome failure
Certainty on whether goals where
achieved
Respect
PR is no longer the last in line
PR sits at the forefront of
strategy
Budgets go from being an
afterthought to a strategic
investment

5. What’s the measurement ecosystem look like?
Trends in Management:
How are PR’s measuring
now, and in future
The Trust Imperative:
Measurement in a post-
truth world
Rethinking Audiences:
A look at modern tribes

6. Evolution of measurement trends
1984 1994 2000 2005 2015
6

7. AVEs
Obsession with Outputs
Not
Measuring
(low
investment,
focus only on
PR)
Inaccurate
SaaS/Automated
Metrics
Better
Standards
(AMEC, IPR) Growing
recognition,
support,
investment
POEM
Integration
Access to global
content and
audiences
C-level
interest
growing
Balance
human-
validation
with
automation

8. • Only 58% of clients conduct measurement regularly
• Globally, most measurement is centered on a combination of AVEs + Basic output
reporting - reporting is consumed primarily by PR directors, managers
• Social media measurement is in its early stages and is done through experimentation
with low-cost SaaS/automated tools and dashboards
• Outcome/Business Results reporting is rare and centered on large governmental
and Fortune 500 type clients - reporting is presented mainly to C-suite, ministers
Current trends in measurement approach

9. The largest PR budgets and most retained clients
are the ones who are supported by regular and
meaningful measurement programs
Current trends in measurement approach

10. • Greater content is driving a new search for meaning, not numbers
• C-level/directors more interested in measurement than before
• Accentuated split between automated analysis (low-cost/junior-driven) and human
analysis (higher cost/senior-driven)
• Automated services becoming cheaper, human insight becoming more expensive
• Greater integration between traditional/social and POEM
• Greater focus on people/influence and messages
Current trends in measurement approach

11. Medium Terms: Convergence of Insights Practices
Digitization is allowing the convergence of market research, media intelligence, and
open source analytics into a single PESO platform model
CONVERGED
DIGITAL INSIGHTS
$61.5 billion in 2016
$82.5 billion in 2020
Market Research
$44 billion in 2016
$57 billion in 2017
(ESOMAR)
Social Analytics
$3.5 billion in 2016
$5.4 billion in 2020
(Gartner)
Web analytics
$2 billion in 2016
$3 billion in 2019
(M&M)
Ad Intelligence
$9 billion in 2016
$13 billion in 2020
(IPSOS, NIELSEN)
News Intelligence
$3 billion in 2015
$4 billion in 2020
(FIBEP, Burton)

12. Long term: Digital Insights will Drive Marketing Automation
DIGITAL INSIGHTS
$61.5 billion in 2016
$82.5 billion in 2020
INSIGHTS-DRIVEN
COMMUNICATIONS
$251.5 billion in 2016
$382.5 billion in 2020
CONTENT MARKETING
$190 billion in 2016
$300 billion in 2020

13. What’s the measurement ecosystem look like?
Trends in Management:
How are PR’s measuring
now, and in future
The Trust Imperative:
Measurement in a post-
truth world
Rethinking Audiences:
A look at modern tribes

14. Trust in Communications is Faltering
Poor Measurement & Research
• Misreading audiences
• Wrong objectives, intent and priorities
Failure to Communicate
• Wrong messages
• Polarizing communications strategies
Failure to Build Relationships
• General detachment
• Arrogant elitism, isolation
Failure in results
• Inability to compromise
• Failure to deliver

15. Footer15

16. Footer16
“My People Love Me”

17. Footer17

18. Footer18

19. Lessons learned
• Dislike, mistrust of politicians is not new
• Scandal has always existed
BUT
• The unprecedented scale, volume of dislike, scandal is ….accelerating
• The wide-spread impact is global, local and deep rooted
• We are entering an age where trust is increasingly rare
• Dislike in all its forms – including hate – is on the ascendancy
• Credibility of institutions is severely diminishing or dead
• The collapse of institutions is being replaced by ‘Modern Tribes’
“The necessity of measuring trust & credibility”

20. What’s the measurement ecosystem look like?
Trends in Management:
How are PR’s measuring
now, and in future
The Trust Imperative:
Measurement in a post-
truth world
Rethinking Audiences:
A look at modern tribes

21. Lessons learned
The collapse of institutions is being replaced by
‘Modern Tribes’ – transient communities that now
are increasingly setting the global agenda and
redefining social contracts

22. Modern Tribes?
• Global shift in stakeholder groups
• Moving from traditional, predictable and lasting stakeholder
groups…… to unorthodox, unpredictable and temporary
stakeholder groups
• Stakeholders groups “Modern Tribes” are defined far less by
traditional metrics such as gender, age & location – and much
more defined by new metrics such as issue affiliation, social
contract, mobility and communal values.

23. 7 Key features of ‘Modern Tribes’/New Stakeholder Groups
Physical Attributes
Mobility Wealth Health
Cognitive Attributes
Discontent Entitlement
Intellectual
Fluidity
Tribal Attributes
TRANSIENT COMMUNITIES
• Modern tribes can form and
disband very quickly.
• They coalesce around ideas and
hopes - not places or age groups -
and certainly not around
institutions
• Modern tribes are not exclusive
and interlock with other tribes
• Modern Tribes often have no name

24. What do these tribes look like?

25. What do these tribes look like?

26. What do these tribes look like?
“Hannah’s Tribe”
• Modern tribes can form
and disband very
quickly.
• They coalesce around
ideas and hopes - not
places or age groups -
and certainly not
around institutions
• Modern tribes are not
exclusive and interlock
with other tribes
• Modern Tribes often
have no name

27. Measuring Modern Tribes: Refining Stakeholder Mapping
TRANSIENT COMMUNITIES
• Modern tribes can form and
disband very quickly.
• They coalesce around ideas
and hopes - not places or age
groups - and certainly not
around institutions
• Modern tribes are not
exclusive and interlock with
other tribes
The big re-alignment in audience measurement
• Before setting an objective - understand if it’s in fact the one
your stakeholders/customers want! – let them decide your
agenda.
• Understand all the ‘tribes’ related to your business: Monitor,
analyze and simply list their leaders, followers and issues.
• Do not stop at traditional/primary audience models - make the
effort to build in the ‘tribal’ nature of these stakeholders groups:
measure the tribe’s physical and cognitive attributes
• Understand the engagement and messages that will foster
trust with these ’tribes’
….Now you can start a serious PR/Communications campaign

28. • Let Science guide your strategy, Let ethics mark your engagement
• Rebuild your stakeholder map: Go easy on primary metrics & invest in identifying tribes/groups that matter to you. Keep it simple:
focus on people and issues
Measuring Trust in the Tribal context
Primary Leadership:
who is in charge of the tribe
Secondary leadership
Key internal, external
influencers
Members of the tribe
Inter-locking tribes
Your relationship with
this group
PEOPLE ISSUES
Core & secondary drivers
Key messages by
advocates &
detractors
Trust/credibility metrics
for you and for them
Forums of engagement
(media, events)
Definition of success

29. Effective measurement in 3 simple steps
Objectives Methodology Execution

30. Objectives
• Always have laser-focused clarity in your objectives
• PR, communications and content marketing objectives
should always be tied to business organizational goals
• Define objectives based on specific success metrics –
“Define success in advance”
30

31. Metric Poorly Defined Objective Well-defined Objective
Awareness
”We want to increase awareness of our
brand”
• Increase website visits by 50% from 10K to 20k
• Increase click through/downloads by 25%
• Increase top-of-mind/unaided awareness from 58% to 85%
• Increase reach metrics/engagement among key stakeholder groups
from 35% of overall audience to 50%
Trust
“Let’s launch a CSR campaign to restore
trust in our business”
• Ensure Corporate Trust Index rises from 70 to 80 by end of 2016
• Create a Trust Index for each key stakeholder group
Purchase
”Launch a campaign for people to buy
our product”
• Tie programmatic buys into sales channels with pre-set targets
• If using advertising measure incremental value from PR buy linking
positive coverage/engagement to sales results

32. Effective measurement in 3 simple steps
Objectives Methodology Execution

33. Methodology
• Methodology is the biggest asset of any serious measurement effort
• It’s not about the content, it’s not about the platform, it’s not about the features: it’s all
about methodology
• Without good methodology it’s all “Rubbish Out – Rubbish Out”
• Adopt a methodology - or create your own
• Methodology should be based on:
– Outputs: “What happened and where”
– Outtakes: “What did people believe”
– Outcomes: “How did people act”
• Simply ensure that it answers your questions and helps you define success in advance +
evaluate success at the end
33

34. 34

35. Effective measurement in 3 simple steps
Objectives Methodology Execution

36. Execution
• Execution simply requires tying in the right data set with the
correct reporting format
• Simply use the right data/reporting for each of your key metrics
“Outputs, Outtakes, Outcomes”
• It’s up to you to create the reporting which helps answer your
questions specifically
• Just remember to customize your reports based on business
objectives, clear targets/definitions of success
36

37. Outputs Outtakes Outcomes
Data sources
• Earned Media Coverage: Traditional, social
media monitoring
• Owned Media Coverage: Web traffic
analytics, engagement scores/percentages
• Survey data
(internal/external)
• Corporate data (Sales,
visits, footfall, advocacy,
volunteerism)
Reporting
• Communications Performance
• Stakeholder Analysis
• Message Analytics
• Trust/Reputation/Credibility Index
• Product/Competitor Intelligence
• Leadership Benchmarking
+
• Aided/unaided recall
• Stakeholder preferences
• Message resonance
• Perception data (Brand,
product)
+
• Cost-per-conversion
• Sales per stakeholder
segment
• Estimated future sales
• Brand Advocacy

38. Measuring Product Performance
38

39. 39

40. Measuring Brand Performance
40

41. 41

42. 42

43. 43
Measuring Spokesperson/Executive Performance

44. 44

45. Volume
Low High
Tone
PositiveNegative
Just
Kind
Diploma2c
Intelligent
Asser2ve
Modern
Perception Analysis:

46. 46
Measuring Reputation/Credibility

47. High
score
Average
score
Low
score
90
80
70
60
50
40
30
20
10
0
Note: each reputation attribute is quantified on a monthly basis and multiplied by tone to form a monthly score ranging between 0 - 100
Reputation Index

48. High
score
Average
score
Low
score
Eduardo Tobon Ajaypal Singh Banga Wenchao Shi Alfred F. Kelly Jr Kenneth I. Chenault Llew Claasen
90
80
70
60
50
40
30
20
10
0
Note: each reputation attribute is quantified on a monthly basis and multiplied by tone to form a monthly score ranging between 0 - 100
Credibility Index:

49. 49
Measuring Stakeholder Perception &
Message Resonance

50. Message Analysis:

51. 51

52. FINANCIAL
INSTITUTIONA
L
INVESTORS
INTERNATIONA
L
INVESTORS
MEDIA TIER 1
TRADITIONA
L
DIGITA
L
INTERNAL
C-LEVEL
EXECUTIVE
S
STAF
F
COMMERCIAL
CUSTOMER
S
PARTNERS
AND
SUPPLIERS
COMPETITORS
MASTER
CARD
AME
X
UNION
PAY
1. We are a global
payments technology
company working to enable
consumers, businesses,
banks and governments to
use digital currency
2.We connect consumers,
businesses, banks and
governments in more than
200 countries and territories
worldwide.
3.We operate one of the
world’s most advanced
processing networks with
fraud protection for
consumers and assured
payment for merchants.
4.From advancing financial
inclusion to helping in times
of crisis, we’re using our
products, know-how and
philanthropy to bring about
positive change
5.By leveraging the
diverse backgrounds
and perspectives of our
worldwide teams, Visa is a
better place to work and a
better business partner to
our clients.
Key Message Penetration and Sentiment by Stakeholder

53. Budgeting Principles
• Some measurement is always better than no measurement
• There is no ‘Cheap’ nor ‘Expensive’ – it’s either good value, or not
• Don’t get confused between low-cost SaaS solutions and higher
value human validation solutions
• Streamline your spending, especially if you are a multi-national.
Coordinate with marketing, research and colleagues around the
world. It will save huge costs.
• Pay for insights not for passwords
• Don’t forget copyrights
53

54. General indicative prices – automated solutions
54
Content Service Description Pricing
Web monitoring
Boolean-driven web monitoring of millions of
websites globally
Single country:
Single region:
Multi-region:
Global:
Social monitoring
Automated captures of posts from blogs,
wikis, social networks etc.
Single country:
Single region:
Multi-region:
Global:
Broadcast monitoring
Automated and semi-automated capture of TV
and radio clips
$25/clip
Print monitoring
Scanned/digitsed clips of print coverage from
newspapers and magazines
$4-$7/clip
Automated anlaysis Automated charts & graphs
Usually free – charges are usually $2-$5k/year
per license when monitoring is included
$ 500
$ 800
$ 1,500
$ 3,000
$ 500
$ 800
$ 1,500
$ 3,000

55. General indicative prices – human-validated solutions
55
Content Service Description Pricing
Human analysis of individual clips
Content analysis of print, broadcast, web or
social clips/posts
$4-$8/clip
Report writing
Compilation of results from content
analysis, structure and preparation of
reports
$500-$1000/report
Executive analysis
C-level analytics included in reports; usually
done by senior analysts
$500-$1000/day
Creation of methodology/code-frame
Researching and documenting the right
methodology/analysis road-map
$1000-$2000

56. company/CARMA @CARMA CARMAGlobal CARMAGlobal
@mazennahawi
www.CARMA.com