Join us online for Measurement Base Camp Winter 2022, our online training course in research, measurement and evaluation.
Why Measurement Base Camp?
Most communications professionals have listened to at least one, if not many, lectures on how to do measurement right. The challenge is, once you’ve heard the theory, how do you make it work back in the office. To help individuals prepare and manage these hurdles and more, Paine Publishing offers Measurement Base Camp—an intensive online course that covers all things measurement.
Measurement Base Camp will take place via Zoom once a week for eight weeks. Don’t miss out! Register today!
What does Measurement Base Camp offer?
The course is devoted entirely to measurement education. Attendees will learn how to:
- Define measurable goals and objectives
- Analyze data using Excel Pivot Tables
- Learn how to incorporate Google's new GA4 Anlaytics and SEO into your measurement program
- Design the perfect pre/post survey
- Design an integrated measurement dashboard that brings internal and external, digital and traditional media, events and social outreach into a single source of truth.
- Ensure your data is clean, accurate and relevant
- Calculate correlations between media outreach and customer action
- Define bespoke metrics that reflect one’s contribution to the bottom line
- Set up Events and Goals in GA
- Design an Internal Communications Measurement program to evaluate communications’ impact on employee engagement
- Write a report that will make your leadership team swoon
- …and much, much more!
Where will it be held? What time? How much?
Each Measurement Base Camp class will take place online via Zoom at noon Eastern time on 8 consecutive Tuesdays from January 11 thru March 1, 2022.
Classes are 90 minutes and a recording of the call will be archived for attendees to access at their leisure if they miss a session.
Registration is open now.
Early Bird Rate — $375
Regular Rate (After December 12, 2022) — $450
Agenda
| Date | Topic |
|---|---|
| Tuesday Jan 10 | Introduction: 6 Steps to the perfect measurement system -- including How to define measurable objectives |
| Tuesday Jan 17 | Media Content Analysis, Pivot Tables and Data Validation |
| Tuesday Jan 24 | Introduction to Survey Research How to design a great survey and get the answers you need |
| Tuesday Jan 31 | Using GA 4 to show attribution and value |
| Tuesday Feb 7 | Using SEO as a PR Metric |
| Tuesday Feb 14 | How to design and implement an Internal Communications Measurement Program |
| Tuesday Feb 21 | Creating the perfect customized integrated dashboard that includes Internal & External Comms; Traditional, Digital & Social Media and Events into a single integrated dashboard using free tools |
| Tuesday Feb 28 | How to find insight, present results and write a report that make leadership swoon |
What do Attendees Say About Measurement Camp?
"This was one of the best PR educational series I have attended in a long time. Thank you for a great course and showing the logic behind the measuring tools."
“I had to miss the class last week but downloaded the recording and related information. After reviewing it all I want to share the session was TERRIFIC in my view. I learned so much and am remain very grateful to be able to attend this class.”
“Very informational and practical. Wish that I took this class about 10 years ago.”
“Measurement Base Camp was fantastic. I learned so much. The tough part now is finding time to explore the tools and apply all of this new knowledge about pivot tables and SEO and Data Studio, but I already have ideas for how each tool can be used to help my work and my students.”
“Those Measurement Base Camp sessions are truly stimulating!”
“Just want to let you know that was the best bootcamp that I ever participated in, I came out of it with a lot of information that I feel I can use.”
Who should attend?
Anyone engaged in the practice of Public Relations, Public Affairs, Events, Social/Digital Media and Internal/Employees Communications.
Who are the instructors?
Katie Delahaye Paine, CEO, Paine Publishing
With 30 years of measurement experience, Paine has mastered innumerable aspects of evaluation. She has been helping companies define success and design measurement programs for their PR, Social Media and Communications programs for more than thirty years. She has advised some of the world’s most admired companies and has been a leading promoter of standards in the PR and Social Media Measurement field. 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 reading for anyone tasked with measuring public relations and social media. Her latest book, written with Beth Kanter, “Measuring the Networked Nonprofit, Using Data to Change the World,” is the 2013 winner of the Terry McAdam Book Award.
Sue Sturtevant, Senior Account Manager
Sue Sturtevant is a graduate of the University of South Florida with a Bachelor of Science in Business Management and has been in the media measurement industry for a little over a decade. She started working for KDPaine & Partners LLC in 2007 as an analyst and quickly moved into Account Management for a wide range of clients in the Automotive, Retail, and Service Industries. She continues to work in the media monitoring and measurement arena for Aptive Resources, where she manages media projects for the U.S. Department of Veterans Affairs and The Vietnam War Commemoration.
Nate Laban, Owner and Founder of Growth Surveys Systems
A Business Research Professional with 20 years of experience in the industry Nate has helped oversee the consulting, designing, and reporting of well over 1,000 surveys for companies including: Disney, Bloomberg, MLB, Pfizer, CNN, Sony, Target, General Motors, ESPN, Volkswagen, Tom’s of Maine, NBC, Vistaprint, Yahoo and many more. A strong background in statistics, scientific survey method and survey design for any type of business application including both marketing and communication efforts for any size organization.
Specialties include quantitative research process training presentations and programs for organizations looking to increase research knowledge in-house or set up research departments across multiple locations.
Greg Jarboe
Greg Jarboe is president of SEO-PR, which he co-founded in 2003 with Jamie O’Donnell. Their content marketing agency has generated award-winning results for The Christian Science Monitor, eHarlequin.com, Get City Dealz, MarketingSherpa, Parents.com, the SES Conference & Expo, Southwest Airlines, and Rutgers University. Jarboe is the author of YouTube and Video Marketing and a contributor to four other books. He’s also one of the 25 successful gurus profiled in Online Marketing Heroes by Michael Miller. Since 2003, Jarboe has written more than 1,500 posts for a number of online publications, including: ClickZ, Search Engine Journal, Search Engine Watch, and Tubular Insights. He’s also an instructor at Coursera, Rutgers Business School Executive Education, Simplilearn, and Udemy. In addition, he’s a Senior Fellow at The Society for New Communications Research. Katie Paine has called him a Measurement Maven. Since 2003, Jarboe has spoken at more than 75 industry conferences, including the first PR Measurement Summit. He’s also been a keynote speaker at the ÜberTube Brand Summit in New York City; the Be-Wizard conference in Rimini, Italy; and the International Search Summit in London, where the audience voted him the winner of its first Medallion Speaker Award.
Heather Fysh, Director of Insights, Publicis
Heather serves as Director of Insights at Paine Publishing and has more than 10 years of experience in media and marketing analytics and measurement. She has consulted with numerous blue-chip brands on the impact of their marketing communications on business results. Heather has strong knowledge of professional (specifically marketing) data and extensive experience with measurement and optimization of media and marketing investments. Heather previously held senior roles at industry leading measurement companies such as KD Paine and Partners, Salience Insight and Glean. Heather holds a Masters in Computer Information Systems, Database Management and Business Intelligence from Boston University, and a B.S. in Business Administration, Management and Operations.
