Is it time to re-write the rule book on integrated comms measurement? 5 key points on how to measure activity in a truly integrated fashion.

1. IS IT TIME TO RE-WRITE THE RULE BOOK ON
INTEGRATED COMMS MEASUREMENT?
HOW TO MEASURE ACTIVITY IN A TRULY INTEGRATED FASHION
October 2014

2. 5 KEY POINTS: INTEGRATED COMMS MEASUREMENT
1. ‘Fess up’ to failures
Declare an internal ‘amnesty’
and admit where historic and
prevailing structures are no
longer fit for purpose and
where mistakes are being made.

3. 5 KEY POINTS: INTEGRATED COMMS MEASUREMENT
2. Identify who knows what they’re talking about
Make an honest and frank
assessment of the people in your
business in terms of corporate
and brand comms, marketing,
digital, social, IT, data, and
insight.

4. 5 KEY POINTS: INTEGRATED COMMS MEASUREMENT
3. Work together
Get those people to work
together: Institute processes
and a culture of cross-functional
working and
budgeting.

5. 5 KEY POINTS: INTEGRATED COMMS MEASUREMENT
Create a common lexicon so
that everyone understands
everyone else and starts to
talk like consumers.
4. Cut the jargon

6. 5 KEY POINTS: INTEGRATED COMMS MEASUREMENT
5. Set business objectives
Base communications
objectives on business
objectives, not structural
agendas.

7. 5 KEY POINTS: INTEGRATED COMMS MEASUREMENT
About us
About Ebiquity
Ebiquity are independent marketing performance specialists.
We enable brands across the world to make better informed
decisions to improve their brands and business performance
across integrated communications channels.
Market Intelligence
Monitoring and insight to provide the competitor intelligence
necessary for effective comms planning.
Media Value Measurement
Research and analytics to improve the impact of activity on
core performance metrics.
Marketing Performance Optimization
Proprietary tools and services to hold agencies to account
and improve transparency and media performance.
About the author
Andrew Challier joined Ebiquity in 2007. He
previously held Director level positions at Marks
& Spencer, Verdict Research and Ninah
Consulting. With a pedigree encompassing
both client-side and consultancy experience,
and having spent many years advising clients
on Marketing Effectiveness issues, Andrew
brings a results-orientated and client-focused
perspective to the challenge of helping
businesses make better marketing decisions.
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