Picking the Right Measurement Tools: a #measurePR Recap
Jen Zingsheim guest-moderated last week’s #measurepr chat and provided the following recap. And even though this is posting late (hey, I was out!), I’m going ahead with it since I know the transcript will be useful to you. Also it’s a great recap.
On October 11, the #measurePR chat had a terrific guest in Don Bartholomew of Fleishman-Hillard.
Don recently published an ebook on picking the right monitoring tool for successful measurement and he graciously joined the chat to discuss what we should—and should not—do when faced with picking a tool.
Here’s how the chat went:
- The discussion kicked off with Don explaining the first steps in assessing a tool, with the most important first step being to define your strategy and approach BEFORE (emphasis Don’s!) tool selection begins.
MeasurePR: Why Are AVEs Still Around?
Guest post by Jen Zingsheim
[Ed: since I was out last week, the always-wonderful Jen Zingsheim agreed to moderate #measurePR. Here's her quick recap... and thank you, Jen!]
On July 5, the #measurePR chat discussed AVEs, specifically a Wall Street Journal Numbers blog post that challenges the notion that publicity can be equated with paid advertising.
- In addition to the Wall Street Journal blog post and print piece, smart measurement guy and previous #MeasurePR guest Don Bartholomew of Fleishman-Hillard wrote a terrific piece challenging AVEs.
- Don’s piece and the WSJ piece kicked off a discussion about whether coverage of the weaknesses of AVE in such a high profile publication such as the WSJ might allow some organizations cover for leaving this questionable metric in the dustbin. The conclusion was: not likely.
It’s just too simple a number—no matter how wrong—and until we (as an industry) come up with a simple number to replace it, AVE will probably continue to be used.
- That led to a discussion about what the obstacles are for putting outcomes-based measurement in place. Mike Donatello asks if it is cost, time, or possibly ignorance. John Trader suggested that different verticals make it difficult to standardize.
- We also discussed summer reading lists. John Trader says that Measure What Matters by Katie Paine, is on his list, as is Social Media ROI by Olivier Blanchard.
Weekly Roundup: Measurement Matters
Seeing as how this week was dominated (for me) by measurement – both in terms of conversation and conferences – today’s weekly roundup features seven posts that I think are well worth your time.
You know, as you get ready to stuff turkeys and do all sorts of other unmentionable things.
You don’t have to be Einstein to start measuring smartly.
These posts should get you on your way.
1. Beginners’ guide to web data and analytics: ten steps to love and success, from Avinash Kaushik’s Occam’s Razor.
Why: It would be tough for me to pull out a single “why” when this post is chock-full of them. Suffice it to say that if you’re trying to make sense of web analytics, this is a great place for you to start.
Filed under Measurement, Public Relations, Shonali Burke, Weekly Roundup | Tags: avinash kaushik, daniel sitkin, don bartholomew, einstein, john lovett, sean williams, seth duncan | Comment (0)
