The Paine of Measurement, June 2021
Our June 2021 issue of The Measurement Advisor is all about how measurement relates to things we never would have imagined five years ago. From viruses, to vaccines, to deep fakes, to share of search, to the media’s impact on startup funding. We cover all these new challenges and opportunities, review last month’s AMEC Summit, plus preview our own Diversity and Inclusion Measurement Summit coming in October.
First of all, the global pandemic has provided one of the greatest communications measurement experiments in modern history: the effort to ensure that 70% of Americans are fully vaccinated by July 4th. While it now looks like the project won’t meet its goal, it has nonetheless provided a fascinating real-life laboratory for us to study the impact of communications on human behavior.
We’ve seen every conceivable form of incentive, from college tuition to free beer, guns, and fishing licenses. More importantly, we’ve seen every conceivable form of communications, from press releases to publicity stunts to influencer marketing to community outreach. All of these are now being tested in real life to see what is most effective. We’ve looked at the numbers, and they are promising, but the data needs work. Here’s our take: Beer vs. Tuition vs. Lottery Tickets: Which Vaccination Incentives Are More Effective?
New technology and techniques
And then there were all the previously unimaginable technologies and measurement techniques presented at the recent AMEC Global Measurement and Evaluation Summit. So many great ideas and so much great data—it was mind-blowing to me and many in the audience. I heard words and concepts that I’ve never heard at a PR measurement conference before. Here are summaries of our favorite presentations:
- 2021 AMEC Summit—3 Inspirational Case Studies
- 2021 AMEC Summit—5 New Technology Revelations
- 2021 AMEC Summit—Research Innovation: A Polarization Index, Survey Accuracy, and Proof that Data Drives Change
Coming this October: How to Measure Diversity and Advocacy Communications
We also preview our own annual Summit on the Future of Communications Measurement, now open for early bird registration, that focuses on another hot topic: Measuring Diversity and Advocacy Communications. Hope to see you there!
And our regular columns…
- A lengthy reading list of interesting stuff about many new developments: Your June 2021 Communications Measurement Reading List.
- Paula Diaz is our Measurement Maven of the Month
- The Out of Home Advertising Association of America is the Measurement Menace of the Month.
- And don’t miss Daphne Gray-Grant’s Rapid Writing column: How to Write With Attention Deficit Disorder—Wait, Where Was I?
We hope you get some time off this (hopefully post-COVID) summer to relax and prepare for a brave new world this fall.