The series was presented by Paul Hender, Head of Insight and Analysis for Gorkana Group. Paul has twenty years experience in helping organisations get the best from their analysis programmes. He was joint owner of the UK’s largest specialist analysis business before it became part of Gorkana Group.
The Analytics Series - Webinar 2 - Measure What Matters
1. Analysis: navigation tools for a media driven world
Part 2: Measure what matters
Paul Hender, Head of Insight and Analysis
E-mail: paul.hender@gorkana.com
Twitter: #GorkanaAnalysis
YouTube: www.youtube.com/GorkanaGroup
2. 2
Part 1: Here be dragons, 9th July
Part 2: Measure what matters, 23rd July
Part 3: Return on investment, 5th August
6. Barcelona Principles
6
MMX
1. Importance of Goal Setting and
Measurement
2. Measuring the Effect on Outcomes is
Preferred to Measuring Outputs
3. The Effect on Business Results Can and
Should Be Measured Where Possible
4. Media Measurement Requires Quantity
and Quality
5. AVEs are Not the Value of Public
Relations
6. Social Media Can and Should Be
Measured
7. Transparency and Replicability are
Paramount to Sound Measurement
11. 11
“We’re not that much smarter than
we used to be, even though we
have much more information...
...and that means the real skill now
is learning to pick out the useful
information from all this noise”
Nate Silver
13. 13
There is a stroke every 3 minutes 27
seconds in the UK
Stroke kills three times as many women as
breast cancer and twice as many men as
testicular & prostate cancer
Stroke is the second single largest cause
of death and the largest cause of complex
disability in the world.
15. Communications cascade
Prevent strokes and achieve life after stroke through providing services, campaigning,
education and research
Overall purpose and vision:
Strategic objectives:
New Facebook
followers
New Twitter
followers
Website hits Helpline calls
Campaigners
recruited
1. Raise awareness of stroke and the role of Stroke Association
2. Grow and engage with stroke community
3. Encourage people to contact Stroke Association
Communication objectives:
Key message
delivery
Reach to target
audiences
Calls to action
Proactive vs
reactive
Use of
spokespeople
1. Launch 3rd phase of Life after Stroke, focussing on emotional impact and build awareness
2. Promote Stroke Association’s range of support services to stroke survivors
3. Build engagement with new and previous stroke survivors
16. Key metrics
16
47%
38%
7%
8%
Lead
Significant Mention
Shared
Passing Mention
564
120
92
0
200
400
600
Proactive Organic Reactive
SlightlyFavourable
StronglyFavourable
133
46
0
50
100
150
Website URL Helpline Number
72%
28%
Featuring message Not featuring message
Coverage type
% of coverage to deliver a key messageProminence
Calls to action
Action on Stroke Month