Measurement

  • Katie Paine

    FAST 5: Q&A with Metrics ‘Queen’ Katie Delahaye Paine

    FAST 5 is PRSA Boston’s ‘on the fly’ Q&A with a trailblazer, influencer or newsmaker. 

    Meet Katie Delahaye Paine: PR Measurement Guru, Researcher, Author, and Lecturer.
    Katie is the speaker in the chair of our January 26th fireside chat program that PRSA Boston is co-hosting with the Publicity Club of NE. The subject: PR measurement, a must-know for any PR practitioner. From KPIs to analytics tools to using metrics to benchmark PR performance, Katie’s been leading the way for going on 30 years. Katie will be interviewed by Christine Perkett (@missusP), known as founder of PerkettPR and now with the added CEO title from SeeDepth, Inc., her fledgling PR measurement analytics firm. We caught up with Katie in between speaking trips at her New Hampshire office and pitchd this busy PRSA Yankee Chapter member our FAST 5: 

    #1 – Do you follow any PR blogs? If so, which ones?

    Yes! There are so many out there with great insights, but there are only so many hours in the day available to read them. My favorites include Josh Bernoff’s (@jbernoff) Without Bullshit and past PRSA presenter Christopher Penn’s (@cspenn) Almost Timely. I also like reading Bob Garfield (@Bobosphere) and Shel Israel (@shelisrael).

    #2 – What is the most important PR book you own (other than yours)?

    Can’t Buy Me Like by Bob Garfield, or more recently Lethal Generosity by Shel Israel.

    #3 – Tell us about an important trend that you think will impact the PR world this year.

    I think we are going to see a trend of the integration of internal and external communications. If your own people are unable to serve as brand ambassadors, you will have a much more difficult time achieving PR success.

    #4 – What are the two or three essential apps or software that any PR person should have?

    You really can’t live without Excel (specifically Pivot Tables). Google Analytics is also essential.

    #5 – Where is the one place in the world that you absolutely want to visit in your lifetime?

    I really want to cruise the Cuban coast. There are some really interesting changes happening in Cuba, and I’m excited about having the chance to be able to see some of that beautiful country.

    Katie predicts 2016 will be a tumultuous year of change in how we measure PR. Read more HERE.

    About Katie Delahaye Paine

    Also known as ‘The Measurement Queen,’ Katie has been a pioneer in the field of measurement for more than two decades. She has founded two measurement companies, KDPaine & Partners Inc. and The Delahaye Group.  Her books, Measure What Matters (Wiley, March 2011) and Measuring Public Relationships (KDPaine & Partners, 2007) are considered must-reads for anyone tasked with measuring public relations and social media. Her latest book, written with Beth Kanter (@kanter), Measuring the Networked Nonprofit: Using Data to Change the Worldis the 2013 winner of the Terry McAdam Book Award. Follow Katie @queenofmetrics and on Facebook. She invites email: measurementqueen@gmail.com

    About FAST 5

    This is a new feature of PRSA Boston’s Hot Topics blog page. The expert subject is someone who is clearly in demand, on the go, and nailing them down for a conversation is about as easy as… winning Powerball at $1.5 billion! But we know leaders like to share, so check back for insights, wisdom, author’s books about to hit the stands and other valuable tips. @prsaboston #prsabos

    Do YOU have a candidate for a FAST 5 interview? Email: Joshua Milne at josh@joshuamilnepr.com and pitch your subject expert!

    Disclaimer: The views and opinions expressed in this article are those of the author or the individual being interviewed and do not necessarily reflect the official policy or position of PRSA Boston, PRSA National, staff or  board of directors of either organization. 

  • Measuring Offline World for Marketing

    “Devices turn the offline world into the online world.”

    Chris Penn said that at a recent PRSA Boston event I attended and it stuck with me. It happened after a conversation around measurement and website analytics, and how that may translate to foot traffic for brick and mortar stores.

    Is that measurable, too?

    Yes. Because our smartphones, tablets and other devices make it so. With GPS tracking and location-based services, our devices can be a stalker’s… err, I mean, marketer’s dream!

    Chris gave a good example to illustrate this:

    Let’s say you’re walking around the mall. Your phone would be constantly trying to find a WiFi signal to connect to. Even if it doesn’t connect, each time it pings out a WiFi request, it’s revealing your location. And, by tracking that, it’s possible to monitor your movements as you walk around the first floor of the mall, and then the second floor, and then past the food court, and then into an athletic goods store, and so on and so forth.

    This is what marketers can use to trigger specific ads – for that delicious food-court pizza perhaps, or what could be your next great pair of running shoes. And, with all that trackable data (generated by the WiFi ping attempts), the offline world can be measured just like the online world. Now, foot traffic to physical stores can finally be measurable in much the same way as website visits – and, more importantly, as they relate to marketing ads triggered by such geolocation data.

    This can help marketers demonstrate ROI or find ways to adjust campaigns to make them more effective.

    Of course, there are other forms of traffic counters in physical stores, but this example really highlighted the ability to merge the offline world with the online world with usable, measurable data for effective marketing measurement.

    This post was first published by Meredith L. Eaton on March Communications’ blog, M+PR Nonsense, and may be viewed here: http://www.marchpr.com/blog/pr/2015/09/measuring-offline-world-marketing/.

    Meredith Eaton, Secretary Elect, PRSA Boston

    Meredith Keaton

    Meredith L. Eaton is an Account Director at March Communications where she specializes in campaign strategy, execution and measurement for clients in a variety of technology industries, including enterprise software, cloud computing, security, mobile and data center services. In addition to a strong focus on new business initiatives, Meredith works to drive corporate strategy, thought leadership, content development, influencer relations, social and digital media and customer reference programs – both for large, public companies and innovative startups. Meredith holds a Bachelor’s degree in both communications and political science from Boston College.