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No more excuses! How to measure your results when there’s no money for research. A presentation to IABC Washington DC June 2005 By Katie Delahaye Paine CEO KDPaine & Partners, LLC Publisher The Measurement Standard Member: IPR Measurement Commission .

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No more excuses how to measure your results when there s no money for research l.jpg

No more excuses! How to measure your results when there’s no money for research

A presentation to IABC

Washington DC

June 2005

By

Katie Delahaye Paine

CEO

KDPaine & Partners, LLC

Publisher

The Measurement Standard

Member: IPR Measurement Commission


Why measure the world according to martians l.jpg
Why measure? The World According to Martians

  • Results =

  • ROI

  • Hard Numbers

  • Charts & Graphs

  • Work =

  • Reviewing results

  • Looking at spreadsheets

  • Downsizing


The world according to venutians l.jpg

Work =

Schmoozing

Lunching

Opportunistic creativity

The World According to Venutians

  • Results =

    • A busy trade show

    • An award

    • A front page headline


Let research be your dictionary l.jpg

What Martians

hear

Blah, blah,

We got great

blah

results

Let Research be your dictionary

What we say


Why conduct research l.jpg
Why conduct research?

  • Gut feeling doesn’t cut it anymore

  • Accountability is critical

  • If you think research is expensive, what’s the cost of ignorance?

  • Without data, how do you know what’s working?


The myths of research l.jpg
The Myths of Research

  • You can’t measure intangibles

  • Measurement will show that my program isn't working

  • Research should be done either at the start or the end of a program

  • Measurement is expensive


How to lose a budget in 10 days l.jpg
How to lose a budget in 10 days

  • Don’t tie results to business outcomes

  • Use research to justify your existence

  • Measure something that no one cares about

  • Get lost in the minutiae, lose sight of the goal

  • Fail to get consensus from everyone who needs the results

  • Promise a Cadillac research plan on a Segway budget

  • Deliver data when you no longer need the answers


A little research history l.jpg

1987

1998

2000

2002

2003

2004

A little research history

Delahaye

founded

Readers

From target

audience

On-line

analysis

24/7

Access

to data

Automated

analysis

introduced

Automated

Message

tracking

Do-it-yourself

Tools

Integrated

Automated

tools

Surveys @ $20/

complete

Avg cost

$30 /clip

Avg cost

$20 /clip

Avg cost

$10 /clip

Avg cost

$5/clip

Avg cost

<$5 /clip


Industry standards l.jpg
Industry standards

  • Standards and guidelines are available on www.instituteforpr.com

  • Clip counts and column inches are not research

  • AVEs are taboo

  • Analysis of messaging, positioning, issue identification are the norm

  • Competitive analysis is mandatory

  • Analyst and quote measurement is the latest trend

  • Integrating media analysis with web activity, customer outcomes is growing


5 steps to a perfect research program l.jpg
5 Steps to a Perfect Research Program

  • Define your success and objectives

  • Define your needs

  • Define the specific answers you need

  • Determine what you are benchmarking against

  • Select the most appropriate research tool

  • Analyze results and glean insight

  • Do it again


Step 1 defining success and objectives l.jpg
Step 1: Defining success and objectives

  • If you are celebrating complete 100% success a year from now, what is different about your organization?

  • What do you hope to have happen as a result of your research

  • If you didn’t do any research what would be different?


Step 2 define your needs l.jpg
Step 2: Define your needs

  • The bigger the audience, the more you segment, the more it costs, the more granular your information

    • New/old

    • male/female

    • by location

  • The more publications/companies/countries you study, the more clips you get, the more money it costs.

  • Rules of thumb:

    • Surveys = $15-$50 per completed survey

    • Content analysis = $6-30 a clip


Step 3 define the specific research l.jpg
Step 3: Define the specific research:

  • Attitudinal: Did your target audience see the messages? Did they believe the messages? Did their attitudes towards the product or program change? Did the relationship improve or decline?

  • Behavioral: Did you get the audience to behave differently?

  • Media research: Did you get the coverage you wanted? Did it contain the key messages?


Typical questions that research can answer l.jpg
Typical questions that research can answer:

  • Do they remember your message

  • Do they believe your message

  • Are they going to act on your message

  • Does the media mention brand benefits?

  • How is the brand positioned?

  • Are you getting your fair share of mentions relative to competition?

  • Do influencers recommend the brand?

  • What is the context or subject of the mention?

  • What are the issues discussed?

  • Are customers more likely to buy?

  • Are customers expressing interest?


Most frequently used criteria l.jpg
Most frequently used criteria

  • % change in awareness

  • % change in preference

  • % change in purchase intent

  • % increase in prospects or new contacts

  • Cost per message communicated

  • CPM

  • Cost per minute spent with prospect

  • Strength of relationships

  • Cost per % of target population reached

  • Share of recommendations (positive/negative) exposure

  • Share of visibility

  • Share of quotes

  • Share of brand benefits mentioned


Step 4 to what do you compare your results l.jpg

Past Performance

Your competition

Peer Organizations

Whatever keeps the Martians up at night

Step 4: To what do you compare your results




Step 5 pick a tool the latest l.jpg
Step 5: Pick a tool: The latest

  • Clipping services

    CustomScoop, Cyberalert, e-Watch, Factiva, Dialog, Nexis

    • Computerized Content Analysis

      Biz 360, Cymfony

  • International Analysis

    Still mostly manual

  • Automated survey tools

    Survey Monkey, Zoomerang

  • Web measurement

    ClickTrax, Web trends

  • Integrated Knowledge Management Tools

    Performa, Vocus


Step 6 analyze and glean insight l.jpg
Step 6: Analyze and glean insight

  • Research without insight is just trivia

  • Figure out what works and what doesn’t work

  • Determine what you need to do NOW

  • Determine what you need to do next

  • Make sure your recommendations are actionable


Step 7 do it again l.jpg
Step 7: Do it again

  • Regular research is far more valuable than one-shots

  • Make sure your data is ready when you need it


7 ways to do research without a budget l.jpg
7 ways to do research without a budget

  • Become someone’s research project

  • Involve your board of directors and volunteers

  • Research something that HAS a budget

  • Take advantage of free offers

  • Become a case study

  • Team up with peer organizations

  • Analyze data that already exists


Case study rensselaer county l.jpg
Case Study: Rensselaer County

  • Output Measures:

  • Total opportunities to see key messages

  • Share of positives vs. negatives

  • Share of visibility

  • Share of positioning

  • Outtake measures

  • More favorable attitudes

  • Greater likelihood to approve

  • Outcome measures

  • Economic growth

  • Projects approved


Case study rensselaer county25 l.jpg
Case Study: Rensselaer County

  • Goal: More favorable attitudes, better image

  • Benchmark: Saratoga County

  • Measurement Budget: $7500

  • Tools used: IPR Guidelines, phone survey, Excel, Publisher


Case study central arizona project l.jpg
Case Study: Central Arizona Project

  • Goal: Measure relationships with target audiences – media, elected officials, customers

  • Survey instrument: IPR Guidelines

  • Tool: Survey Monkey

  • Budget: $1000


Case study spaa l.jpg
Case study: SPAA

  • Goal: Grow the association, increase revenues

  • Survey instrument: UNH Survey research center

  • Tool: Survey Monkey

  • Budget: $1500


Case study poetry politics l.jpg
Case Study: Poetry & Politics

  • List development – December 2002

  • Web-site up by January 1, 2003 ($2,500)

  • First press release distributed: January

  • Follow up release and email: February

  • Final release with schedule: April


Outputs l.jpg
Outputs

  • 11.5 million opportunities to see information about Poetry and Politics

  • 8.9 million total opportunities to see “New Hampshire Writers’ Project”

  • CPM:$.44

  • Cost per message communicated: $3.73

  • Most frequently quoted: Marie Harris, poet laureate NH

  • Most frequently communicated message: Poetry is important


Calculating exposure and cost per message communicated l.jpg
Calculating exposure and cost per message communicated

$11.95

$5.08

$.59

$.46

Numbers indicate cost per message communicated

$.56



Cost of measurement 600 l.jpg
Cost of measurement:$600

  • Clip monitoring – Custom Scoop and Cyberalert ($0)

  • Determining OTS – MediaMap, PRTrak, SRDS

  • COMMAudit : $495

  • PowerPoint, Excel


Case study southwest airlines l.jpg
Case Study: Southwest Airlines

Southwest. COM

Vamonos release generated $38,000 in ticket sales

Date: February 12, 2004




Southwest s pr has generated over 1 5 million in ticket sales l.jpg
Southwest’s PR has generated over $1.5 million in ticket sales

  • Service to Philadelphia

    • Began with 14 daily flights to 6 cities

    • Expanded to 28 daily flights to 14 cities

    • Expanding again to 41 daily flights to 17 cities

  • Revenue passenger miles for the eight months ended August 31, 2004, increased 11% to 36.3 billion

Source: Southwest Airlines


Thank you l.jpg
Thank You! sales

  • For more information on measurement, subscribe to The Measurement Standard, www.themeasurementstandard.com

  • To start developing your own dashboard or for a copy of this presentation go to: http://www.measuresofsuccess.com

  • Or call me at 1-603-868-1550

  • Or give us your business card and we'll be happy to send it to you


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