News Group International (parent of The Measurement Standard) has a world of international measurement expertise available in its executives. Here are predictions for the world of measurement over the next year from Katie Delahaye Paine, Giselle Bodie, Fadl Al Tarzi, and
- Social media measurement standards will be announced in June.
- AVEs will enter hospice care and given last rights. The adoption and publicity surrounding social media standards will force communications managers and agencies to pay attention to the Barcelona Principles, and finally eschew AVEs.
- Business Intelligence and Communications will enter into a long term co-habitation arrangement, and will live happily ever after. Most organizations understand that their relationships and reputation have an impact on the bottom line, but 2013 will be the year that they actually try to quantify it. What that means is that “coverage” that you earn, whether it is social media conversation or traditional media reporting, will now be incorporated into Business Intelligence modeling.
- More languages, more global. The world of measurement is shrinking, especially in emerging markets like the Middle East. Yes, we at News Group see it more often because we work every day in Arabic, Spanish, and a host of other languages, but to date, most measurement tools have worked best in English. Much of the planet has thus far gotten along without automated sentiment analysis. But that is changing as more and more vendors are migrating their plants to include Arabic or Chinese or Japanese languages.
- 50% of the old school PR practitioners who still want to use AVEs or not measure at all will be replaced people who understand statistics. The rest will retire.
- The techniques like content analysis and automated sentiment analysis wil be widely adopted by the financial community (see story about NASDAQ acquisitions) and be presented at board level, enhancing the credibility of what we have been doing for two decades.
- The merger and acquisition activity we saw in 2012 will increase. Single service vendors that can’t demonstrate success across the communications spectrum and bridge the current gaps between traditional and social, local and global, activities and outcomes, will be marginalized.
- Increasingly, politics will influence measurement. The Arab Spring has driven a tremendous increase in measurement of social media in the MENA region. Look for similar spikes as politics and leadership changes hit South America and Africa.
- 10% of all PR majors will switch to Business Intelligence degrees as they realize that the world needs data geeks more than “people people.”
- Cats will pull off a Tom Brady-like comeback and trounce dogs in the battle for fans of Measuring the Networked NonProfit.
Chief Executive Officer, Salience Insight
- Continued and unrelenting pressure on PR / Marketing / Social Media teams to prove they are delivering value to the organisation and can collaborate to deliver value.
- Increasing reluctance from organisations to invest in social media without requiring coherent strategies and real proof of value: honeymoon over, a coming of age, realism, whatever you want to call it.
- Increasingly desperate publishers seeking to extract income from intermediaries... to replace deteriorating subs and ad revenue.
- Breakthroughs in advertising on mobile.
- Increasing interest in big data will create an ever-greater need for human wisdom and judgment to be applied to an ever-growing pile of data.
- The Eurozone muddles through. (That’s a hope, actually, not necessarily a prediction.)
- Man U wins the league. : )
Fadl Al Tarzi
Chief Executive Officer of SocialEyez
- Strong pressure on social media agencies to show/prove financial ROI .
- Facebook being leveraged more for e-commerce, growth in f-commerce.
- Increased demand for local insight.
- Social media data and analytics will be increasingly used as a source of market research, partially replacing traditional surveys.
- Increased focus and value in consumer behavior data, including purchasing and commenting patterns.
- Major breakthroughs in mobile applications and mobile advertising.
Chief Executive Officer of News Group International
- More merger and acquisition consolidation in the media intelligence industry.
- A big step forward for social media standards .
- Big growth in emerging markets .
- Greater emphasis on integration across marcom disciplines .