Imperative 3Ds of Measurement & Data Analytics service

Measurement and Data Analytics services must go beyond one-size-fits-all approaches, especially in the ever-evolving landscape of Corporate Communication. Many reports in the market currently offer standardised templates that may not necessarily engage clients beyond a cursory glance at the share of voice data. Only during crises or specific queries from top management do these reports gain temporary attention.

To truly captivate clients and help them meet their Key Result Areas (KRAs) consistently in this changing environment, an effective measurement and data analytics service requires a thorough examination of the “3Ds” – Domain Knowledge, Data Analytics, and Dual Perspective.

A. Domain Knowledge of Brand Management and Brand Communication:

1. Deep Brand Understanding: Accurate PR measurement begins with a profound grasp of brand management and communication strategies. This knowledge enables measurement providers to unravel the intricacies of a brand’s identity, positioning, and messaging.
2. Alignment with Brand Objectives: Effective PR measurement hinges on understanding a brand’s goals, target audiences, and messaging. This understanding is pivotal in deciphering PR data and ensuring that every metric and analysis aligns seamlessly with the brand’s overarching strategy.
3. Transforming Data into Insights: Domain knowledge empowers measurement experts to convert raw data into meaningful PR insights. For instance, an awareness of a brand’s commitment to sustainability can lead to the identification of key performance indicators related to environmental impact and social responsibility.

B. Data Analytics expertise:

1. Data-Powered Decision-Making: Data analytics plays a pivotal role in modern PR measurement, enabling informed, data-driven decision-making. It allows service providers to unearth trends, patterns, and correlations within PR data that guide strategic decisions.
2. Utilising Techniques and Tools: PR measurement relies on various data analytics techniques, providing a comprehensive view of how a brand is perceived and discussed across diverse channels.
3. Demonstrating Value: A profound understanding of data analytics empowers measurement providers to showcase the Return on Objectives (ROO) and Return on Investment (ROI) of PR efforts to clients. By quantifying the impact of PR strategies in terms of reach, engagement, and conversions, clients gain a tangible understanding of the value generated by their PR initiatives.

C. Dual Perspective:

3. Comprehensive Insights: A wealth of (hands-on) experience on both the client and consultancies sides of PR offers a unique dual perspective. It equips measurement professionals with insights into the challenges, expectations, and dynamics of both realms.
4. Building Bridges: This dual experience serves as a bridge between clients and consultancies, facilitating effective communication and collaboration. Service providers mediate discussions, ensuring that PR efforts align seamlessly with client objectives.
5. Tailored Solutions: Understanding client objectives and consultancy dynamics is instrumental in delivering customised measurement solutions. By aligning PR metrics with client goals and consultancy capabilities, measurement service providers can tailor their approach to deliver valuable insights that drive PR success.

Clients and PR consultancies, who are both recipients of PR Measurement & Data Analytics services, deserve a fresh perspective. They should eagerly anticipate monthly reports for the insights and actionable points they contain, rather than simply focusing on share of voice rankings. These reports should empower clients to consistently fortify their KRAs each month. The presence of the 3Ds in a measurement service forms the foundation for a long-term, meaningful partnership between service providers and clients.

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Siddhartha Mukherjee

Siddhartha is the founder of Brand Balance that helps the C-suite & CCO collective optimize its Brand Reputation Management ERPs (efforts, resources & processes) across stakeholders. His professional mission is to establish the Corporate Communications function as the only engine towards brand reputation and valuation success.

Before setting up Brand Balance, a neutral organization, his past 23 years of holistic learning curve includes leadership roles across all the three sides of the industry – corporate communications, communications firms and as a business head of a brand data analytics, audit, research & measurement global behemoth. During spare time, he bikes across the Indian highways, writes articles, consults students & professionals and teaches at media and business schools.