Action through insights
AMEC – the international Association for Measurement and Evaluation of Communication – today launched a worldwide initiative to finally eradicate the use of Advertising Value Equivalency (AVE) as a method of measuring communication and PR. For the past decade or more, practitioners and PR professionals have decried AVE as quite possibly the worst metric to use. It was even included in the 2010 Barcelona Principles
On Monday February 27th, the local Danish communication association K1 and the European Association of Communication Directors (EACD) hosted a joint after-hours meeting. It was called “Measuring what Matters” and the theme was communication measurement. Hosted by HOFOR in Copenhagen, the event had roughly 70 participants and an additional 50 or so joined us via live streaming from all over the world.
The Star Wars storyline contains many important lessons that we can apply to working with measuring the effect of communication. Here are 8 of them.
One of the most common yet serious mistakes in communication measurement is poorly stated objectives. It is a mistake you can easily avoid by sticking to the SMART method.
If we are only counting faceless mentions and likes, we will fail to identify the fans and customers that are truly passionate and matter to our business. That is why we have to identify who our self-motivated loyal fans are.
