Marketers are under mounting pressure to demonstrate results. In this episode, the renowned measurement master Katie Delahaye Paine shares her latest tips on how to successfully overcome the challenge while preparing for the new developments ahead. Join us to learn two key reasons this issue persists, why you need to set the right objectives, and how silos and fiefdoms can doom your efforts. Innovative AI-driven tools are on the way, but we must apply them with care.
Three Takeaways
- We've got to go for the holistic concept, getting the whole team together to work toward mutually agreed objectives.
- We want to consider what objectives were picking very carefully.
- We have to make sure the tools we are using are actually right for the job and it is likely that a fully automated measurement is never really going to be available.
About our Guest
Katie Delahaye Paine, aka The Measurement Queen (
@queenofmetrics
), has been a pioneer in the field of measurement for more than three decades.
She was recently awarded the prestigious
IPR Jack Felton Medal for Lifetime Achievement, an award given for lifetime
contributions in the advancement of research, measurement and evaluation in public
relations and corporate communication.
In her consulting practices, she designs measurement dashboards for some of today’s most admired companies. Katie has also been a leading developer and promoter of standards in the PR and social media measurement field. She founded two measurement companies, KDPaine & Partners Inc.(now Carma) and The Delahaye Group (now Cision.) Her latest company, Paine Publishing is the first educational publishing firm entirely dedicated to making more Measurement Mavens. Its newsletter, The Measurement Advisor , is the industry’s most comprehensive source of information about best practices in communications measurement.
Her books, Measure What Matters (Wiley, March 2011) and Measuring Public Relationships (KDPaine & Partners, 2007) are considered must-reads for anyone tasked with measuring public relations and social media. Her latest book, written with Beth Kanter, Measuring the Networked Nonprofit:Using Data to Change the World is the 2013 winner of the Terry McAdam Book Award.
Katie is a Senior Fellow of the Marketing & Communications Center at The Conference Board and a founder and member of the Institute for Public Relations Measurement Commission.
Meet the Hosts
Cyndi W. Greenglass is a founding partner and president at Livingston Strategies, a data-informed, strategic consulting firm that helps clients develop, execute, and measure their customer communications with a close focus on results. Cyndi has razor-sharp strategic skills matched by impeccable on-the-ground savvy and tactical abilities. She is an Adjunct Instructor in the Data Marketing Communications online master's degree program from West Virginia University.
Greenglass has twice been named into the Top 100 Influential BTB Marketers by Crain’s BtoB Magazine and was the 2012 CADM Chicago Direct Marketer of the Year. She is a member of the Board of Advisors for BRAND United and has taught, trained and presented at over 50 conferences throughout the world.
Ruth P. Stevens consults on customer acquisition and retention, for business-to-business clients. Ruth serves on the boards of directors of the HIMMS Media Group, and the Business Information Industry Association. She is a trustee of Princeton-In-Asia, past chair of the Business-to-Business Council of the DMA, and past president of the Direct Marketing Club of New York.
Ruth was named one of the 100 Most Influential People in Business Marketing by Crain’s BtoB magazine, and one of 20 Women to Watch by the Sales Lead Management Association. She serves as a mentor to fledgling companies at the ERA business accelerator in New York City.
WVU Marketing Communications Today: Horizons is presented by the West Virginia University Reed College of Media, which offers renowned online master’s degree programs in Marketing Communications. Interested in growing your career with a master's degree in Data, Digital or Integrated Marketing Communications? Request more information today!