This group exists to drive consistency, transparency and trust in analysis, arming Members with the tools and guidance to measure the true value of their output across mainstream and social media. As well as the basics, we’ll also be examining how to create robust insight that measures how communications is influencing audience perceptions, attitudes, behaviour and commercial objectives. Analysis that measures against clearly defined evaluation standards can help Members build future activity that is as effective and efficient as possible. In addition, demonstrating the contribution of well-planned and executed communications output can often help justify further investment.
During our sessions we will be sharing best practice regarding mainstream and social evaluation, discussing how evaluation can offer actionable insight during a crisis, considering the different methods of measuring reputation, demonstrating how to analyse the impact of comms, exploring alternatives to AVE and the future of media analysis.