Ogilvy`s 6.5 reasons to get smart about measurement and

Ogilvy’s 6.5 reasons to get smart
about measurement and stop
chasing magic silver bullets
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1. The CEO view of “fluffy” marketing speak
•
CEOs and CFOs frustrated with marketing’s inability to speak the
boardroom language of effectiveness
•
CMO’s struggle to provide the C-suite with a true ROI that earns CFO
support
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…and why the CMO is struggling
•
•
•
Landed on “Planet Data” without a map
Squeezing PR budgets to fund growing digital investments
Reluctant to pay for research on PR effectiveness
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2. The PR Industry View :
Measurement is our #1 Industry Challenge
THREATS FACING THE INDUSTRY QUANTIFY OR DIE
CLIENT-SIDE
RESPONDENTS
AGENCY-SIDE
RESPONDENTS
32%
27%
23%
13%
10%
15%
16%
4%
26%
16%
Demonstrating and measuring
effectiveness
Adapting to digital
Encroachment by other agencies
Talent shortages
12%
Only opportunities ahead
6%
Other
Source: Peripheral Vision - PR Communications in 2021
Study by Ogilvy PR and IABC Australia, among 300 PR professionals, July 2011
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Why Our Current Measurement Approach Falls Short
•
Generally focused on reporting outputs only
–
–
–
–
•
Volume of coverage/posts/likes/tweets
Reliance on discredited AVE valuation methods
Incorrect use of ROI based on AVE
Even next level tools only focus on output tone analysis, eg. LG, Ford
Typically ask for client sales/share results only when preparing an award or case study
Primary measurement comparison across other disciplines:
Outputs
Impact
Outcome
PR
Advertising
Direct Mktg
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3. Procurement Bites
Agencies and clients alike need to befriend procurement - generally inexperienced in PR
• Numbers people respect numbers people - speak measurement and ROI
• Involve the CFO and measurement experts
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4. Barcelona Declaration Principles
1.
2.
3.
4.
5.
6.
7.
Importance of goal setting and measurement
Measuring the effect on outcomes over outputs
The effect on business results can and should be measured
Media measurement requires quantity and quality
AVEs are not the value of public relations
Social media can and should be measured
Transparency & replicability are paramount to sound measurement
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5. Social Media Measurement
Social media produces lots of numbers that
look like measurement
Challenge is identifying which ones
contribute to shareholder value
SUCCESS TIP -
Work out the difference between
social media counting vs.
social media measurement
You can’t bank ‘Likes’
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6. Responsible capitalism & brands
Propensity to punish and reward “meaningful” brands
If you do not know whether you’re considered a meaningful brand or not,
you’re far more exposed to a social media crisis
Importance of measuring image impact over coverage
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6.5 Awards
Recognition that’s off-limits without any measurement
Our best measurement occurs when writing award entries, which force us to
ask our client for business results to measure the PR campaign outcomes.
Simply isolating changes in other marketing or environmental factors can often
establish the causal impact of PR (at no cost)
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Ogilvy’s 6.5 reasons to get smart about measurement
✔
Ogilvy believes that measurement must speak the ROI language
of our clients’ business environment.
$
Very simply – we strive
to demonstrate that we
can deliver results that
can be ‘banked’.
%
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