Select the right metric for your communications campagin
To select the right metric I’ve applied a Return on Objective (ROO) approach to links business outcome to communications activity.
Start with the desired outcome and work backwards identify the metric to track.
Try to relate objectives to financial outcomes if you can.
Measure success on four different levels: 1. Financial outcome, 2. Communication objective, 3. Audience attitude, 4. Communication activity.
Steps
Define the outcome metrics.
Sales, Customer loyalty, Efficiency (speed, cost of production), Employee productivity, Growth in a specific market.
Define the behavioural metrics pre-agreed during communications objective.
Engagement indicators, Referrals, Word of Mouth, Return visits, Downloads, Level of participation.
Metrics to capture attitudes you want to achieve through communications.
Participation, Affinity, Likelihood to recommend, Willingness to participate, Tone of comments.
Communications channel volume or transactional metrics.
Readership, Followers, Sentiment, Number of posts, Attendance.