Implementing insights to drive performance

strand-919-hFailing to implement the insights from communication measurement is like navigating blindfolded.

Good measurement serves two purposes.  Firstly, it looks back to determine whether activity has achieved what it set out to do.  But then it also informs how future campaigns and activities can be more effective.

Our extraordinary combination of research experts and communications practitioners means we can help do both.  That means turning good measurement into more effective communications.

The biggest hurdle – stopping just looking backwards

Too often evaluation is only used to look backwards. This may be for a number of reasons: there may not be enough useful data; it may be by hard to understand what the data shows, or it may be because there is so much disparate information that it making useful and useable sense of it all just seems too overwhelming.

But measurement can be so much more than an audit tool. Our starting point, always, is to clarify how the data available is aligned to the communications or organisational objectives. We have built a number of tools that help identify whether the data is fit for purpose, and whether the data collection needs adjusting to fill gaps. We identify which parts of the programme are, or are not, working against your business and communications objectives.  Then we can suggest practical evidence-led answers.

Building greater value into measurement – planning the way forward

Being clear whether the right message is getting through to the right audience, and understanding why if it is not, will make complex communications more effective.

For instance, if a particular message isn’t getting through to the right people we can outline the practical choices.  Double down on that message, get a clearer picture of why it doesn’t resonate, or focus resources where they will have more impact?  If the messages are not having the impact they should, we can help explain why.

Delivering business objectives

At its best measurement can help shape how a business behaves and develops.  Intermediary audiences, such as the media and social influencers, are often an informative proxy for the ultimate customers.

Understanding them better can help  an organisation get closer to its overall objectives.

That’s what we do.