Each Wednesday for 6 weeks, the Measurement and Analytics Certificate Program goes well beyond simply measuring the effectiveness of communication. You will also learn how to build research into the beginning of your planning process in ways that are fast, easy and inexpensive. At the end of communication campaigns that involve audience behavior changes, you’ll be able to calculate the marginal ROI on your organization’s communication investment.
Half-day workshop: Conducting research and measurement can be a lot simpler than most communicators think, and often doesn’t require a survey of any kind. Using timing correlations or pilot/control groups can isolate the exact amount of impact communication had on behavior change, which lets us calculate a credible ROI for the incremental financial value we have added to our organization’s bottom line.
For PartnerRe, a reinsurance company, we conducted quantitative phone surveys with key decision-makers at their potential client companies to identify how much impact different customer communications had on a variety of outcomes, including two behaviors: calling my client to request a sales call to discuss something they read or heard about or being a tipping
Westec Security was having a problem with vehicle accidents. We implemented a new approach to safety communication in half their locations that matched the other half in terms of current accident rates and driving environments. At the end of the year, accidents went down dramatically in the pilot locations but not at all in the
Angela Sinickas explains ROI for nonprofits to Yvette Boysen: “To calculate ROI, you need to be able to connect communication inputs with an output of changed behavior.” Nonprofits may also be to calculate the ROI in terms of the benefit to society.
This highly interactive 2-day workshop provides all the tools you need to measure internal and external communication messages, channels and outcomes.
We connect communication campaigns, or specific channels in a campaign, to the behavior changes intended as the outcome of the campaign. There is no financial value in greater awareness, higher understanding or more positive attitudes—until they lead to a behavior change.
Is standardizing the way we measure internal communication really the best approach for all organizations? Principles, rather than prescribed techniques, may be preferable.