Presentation Louis Schorlemer VII Regional EACD Lisbon Debate 2011
•
0 gefällt mir•211 views
VII Regional EACD Lisbon Debate over the topic "Communication Evaluation: what’s beyond AVE" 19th may 2011, presentation by Louis Schoerlemer
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Ähnlich wie Presentation Louis Schorlemer VII Regional EACD Lisbon Debate 2011
Ähnlich wie Presentation Louis Schorlemer VII Regional EACD Lisbon Debate 2011 (20)
Mehr von Rui Martins PR & Marketing Strategy
Mehr von Rui Martins PR & Marketing Strategy (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Presentation Louis Schorlemer VII Regional EACD Lisbon Debate 2011
- 1. Communication and ROI The impossible equation? by Louis de Schorlemer A modern fairy tail for the EACD Regional Debate in Lisbon on 19 May 2011
- 2. In a kingdom called Enterprise…
- 3. There is a Master, they named him…
- 5. Senior executives spend 24% of their time on measurement Source: P. Argenti, 2006
- 6. You better get ready and…
- 7. Measure!
- 8. Evolution of Measurement DATA OUTPUT Counting the past the futurethe present Source: P. Argenti, 2006
- 9. Sender OUTPUT Focus of Measurement
- 10. Output Measurement • (Online) Media monitoring –Advertising Value Equivalent –Clippings • IT Metrics
- 11. Limits Measuring Output • Focus on past resources • Not predictive • Isolation
- 12. Evolution of Measurement DATA EFFECTOUTPUT OUTPUT Counting Analysing the past the futurethe present
- 13. Evaluating Efficiency Influence on attitudes or consumer behaviour • Satisfaction survey • Internal feedback mechanism
- 14. Working Mechanisms ESOMAR • Anonymous • Volontary participation • No invisible processing www.esomar.org
- 15. Back to Basics Growing a favorable environment for sales
- 16. Evolution of Measurement DATA EFFECTOUTPUT EFFECTOUTPUT OUTCOME VALUECounting Analysing Establishing Causation the past the futurethe present
- 17. Measuring Outcome Linking communication to business results • Revenue • Earnings • Market share
- 18. A Menu for Success Concrete implications measuring outcome • The communications strategy • The action plan
- 20. Lean Instruments • Tailor made solutions • Focus on actionable data • A matrix of indicators
- 21. Dashboard of Indicators • Frame of reference • Progress rather than instants • Weigthing categories of measure
- 22. Some Magic Familiarity Favorability brand Source: Ipsos Reputation Center, 2008
- 23. The Happy End Generating value for the organisation • Measuring quality • Mitigating risk • Predicting behaviour
- 24. Louis de Schorlemer Louis@schorlemer.eu +32 479 93 92 10