The trick to being able to calculate ROI is to focus on small elements of our communications that are directly focused on changing some measurable behavior of our audience that has a bottom-line impacteither on increasing the organizations revenue or reducing its costs.
One of the buzzwords in communication today is that relationship measurement is the ultimate metric. This article disputes that concept since for executives, financial results are the ultimate metric. Until an improved relationship changes people’s behavior in a way that helps the bottom line, most executives won’t care.
10 steps to connect your communication work with changes in your audience’s actions
Advertising and marketing lay a strong foundation for perception of a brand, at least until people have contact with a company. Once people buy products or interact with company employees, their long-term impressions will be shaped by their experiences. Employees need to internalize the company brand or its image will suffer.
Why you need to make friends with others who measure results: Communication measurements can be even more powerful when compared against measures of operational outcomes communications is affecting.
The ultimate measure of customer communication is sales. The trick is to find ways of tracking your communications against sales in a way that eliminates the effect of other factors.
Perceptions generally need to be quantified by a survey methodology administered to your key audiences. Behaviors are better measured by tracking outcomes.