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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

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
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
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

What Martians

hear

Blah, blah,

We got great

blah

results

Let Research be your dictionary

What we say

why conduct research
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
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
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

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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
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
Case study: SPAA
  • Goal: Grow the association, increase revenues
  • Survey instrument: UNH Survey research center
  • Tool: Survey Monkey
  • Budget: $1500
case study poetry politics
Case Study: Poetry & Politics
  • List development – December 2002
  • Web-site up by January 1, 2003 ($2,500)
  • First press release distributed: January
  • Follow up release and email: February
  • Final release with schedule: April
outputs
Outputs
  • 11.5 million opportunities to see information about Poetry and Politics
  • 8.9 million total opportunities to see “New Hampshire Writers’ Project”
  • CPM:$.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
Calculating exposure and cost per message communicated

$11.95

$5.08

$.59

$.46

Numbers indicate cost per message communicated

$.56

cost of measurement 600
Cost of measurement:$600
  • Clip monitoring – Custom Scoop and Cyberalert ($0)
  • Determining OTS – MediaMap, PRTrak, SRDS
  • COMMAudit : $495
  • PowerPoint, Excel
case study southwest airlines
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
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
Thank You!
  • 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