KDPaine's PR Measurement Blog

I'm shocked, shocked to learn that marketing and finance see metrics differently

The latest study from the Association of National Advertisers Accountability Study: Marketing, Finance Not on Same Metrics Page  contains some fascinating  data, but it all points to one thing. Marketers are still pretty clueless when it comes to measurement. 42% of respondents said they were dissatisfied with ROI measurement. Here are the  most frequently cited metrics by respondents:

• Changes in brand awareness (81 percent)
• Changes in market share (79 percent)
• Changes in consumer attitude toward the brand (73 percent)
• Changes in purchase intent (59 percent)
• Return on objective (36 percent)
• Lifetime customer value (23 percent)
• Changes in the financial value of brand equity (20 percent).

All of which seem like perfectly valid measures, but where is the disconnect? 70 percent of respondents said "return on objective" was an important measure, only 36 percent were using that as a tool for measurement.

What's up with P&G?

Just a year ago, P&G was being hailed as the most forward thinking of marketers -- incorporating strict PR metrics into their overall marketing mix modeling program. Now they sound downright wacky in this piece. Essentially they're saying that the Internet isn't measurable. WHAT?? The web is ultimately very measurable. You may have issues with the various eyeball measures that some marketers seem to cling to.  But just go to the E-metrics Summit and try to tell THOSE PEOPLE  that what they do  isn't measurement. They're the ones tracking conversion, sales and solid ROI.

Good story on measuring and managing reputation

Business Week turns its attention to reputation measurement this week and a really interesting article. They got our location wrong, but still it was nice to be included.