5 Basic Benefits A Measurement System Should Provide: Siddhartha Mukherjee, Eikona
Guest column: Business Head, Eikona says a healthy measurement system requires many yardsticks
Presuming that ‘Complete Neutrality’ should be at the core of all solutions being offered by your measurement provider, a client should expect the following five basic benefits, to say the least, from their service provider:
1. Extensive width & depth of media reach:
To cover a market, especially as extensive and diverse like India, the client should get to choose from all the mediums that is available to communicate across Print, TV News Channels, Websites/Portals & Social Media. Especially for print, covering a flimsy 15-20 markets sample to represent India is just a smokescreen! Even 50 may not be enough! Also, it does not matter whether the client represents a B2C or B2B sector. Not only is width across print, TV and online important but also depth. Spread of languages, tier spread across metros, state capitals, cities, towns are key to getting depth and creating a robust kitchen! Last but not the least, how much in detail is each news clip getting coded makes a world of difference to the final data output and takeaways.
2. Cross media analytics:
Consumption of print, TV or online measurement reports individually is passé; it is a waste of time. Real take-aways come when data is looked at holistically from across the mediums and not in silos. Both for CorpComm and Marcomm Planning & Evaluation, cross media analytics is the next big scientific step.
3. Should start with Listening measurement:
It is proven that any and every Measurement process is incomplete without listening. More so, when there are so many things to listen to and measure even before we think of starting our regular post communications measurement. ‘Listening’ measurement can be an amazing tool to raise the effectiveness bar of measurement per se.
4. Should be able to fortify Client-PR Agency relationship:
Contrary to popular belief, if your measurement service provider is truly neutral, holistic and really knows the ground dynamics of what goes behind getting a brand news out in the media, your measurement service provider will not think and conduct like a Roman agent. On the contrary, it will do everything possible to fortify the Client-Agency relationship using scientific data. Mind you, results don’t come overnight…it is a step by step process…requires mutual trust and patience.
5. Should help you attract more budgets:
This is the premium benefit of all! Can measurement help communications machinery attract higher budgets or justify hikes? Yes. Why should it not? If the measurement matrix being used is in line with the client’s business objectives, every type of success validation is possible. For that, not only will some of the above points have to be part of your checklist, but also some others like say NO TO AVEs, To Quantitative Counts…and very importantly, maintain a clear demarcation between PR measurement & monitoring.
The author is the Business Head of Eikona.
Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of exchange4media.com.
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