PRCA calls for examples of online evaluation

The PRCA would like practitioners help in compiling an evaluation and measurement guide.

The guide is being developed by Kate Hartley and Abigail Harrison, on behalf of the PRCA Digital Group and will gauge how agencies are measuring the impact their campaigns have on clients' businesses.

We would like to better understand:

  • are agencies measuring their online campaigns? 
  • are they doing so against the same criteria as offline? and - most importantly - 
  • how are they integrating evaluation of online (digital and social) and offline activity?
  • While we don't need a lot of information at this stage we would like to include the most interesting examples of case studies in the evaluation published early next year. 

Case studies might include all or some of the following:

  • how online activity has driven offline action.
  • ROI other than AVEs (eg tangible impact on business success such as sales, cost per engagement criteria - with a financial element). How do client companies and agencies define value and measure against it? 
  • Demonstrate that communications have had clear positive impact on business success, measured against objectives. This might include: a) Measurement of increased meaningful two-way engagement with audiences (this could range from impact on customer service issues such as direct contact with consumers; to number of retweets on Twitter (but not number of followers); or measuring increased audience engagement / loyalty in another way; b) Audience action, ie. online and offline activity that can be attributed to communications campaign. This could include increased web traffic, increased sales conversions, increased footfall and so on 
  • Examples of agencies that are measuring online and offline activity against the same criteria 
  • Examples of online-online measurement (such as click through rates, site activity, online sales resulting from comms programmes) 
  • A change in audience behaviour as a result of the communications campaign 
  • A change in client company strategy as a result of feedback through direct communications (for example through social media or other direct audience engagement) 
  • Crisis management evaluation - focusing on online engagement 

Please send examples, comments and thoughts to Kate Hartley - kate.hartley@carrotcomms.co.uk

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