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.
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
The impact of social media on business can be difficult to measure, yet there are a number of subtle or indirect approaches you can take.
Conducting research about the impact of communication on results doesn’t have to cost you anything. You can spend less money by communicating only with a pilot group of locations and comparing the outcome with control groups.
Tracking the impact of an opinion leader network at a manufacturing company using pilot and control groups
All too often, when we talk about communication supporting a company’s goals, we focus on telling people what the goals are. Communicating for goal achievement rather than only about goal achievement requires a different approach to both communications planning and measurement.