The Measurement Advisor - The Measurement Advisor

In This Issue

Communicating in a War Zone: 8 Lessons from the Front Lines of the Russian Invasion of Ukraine

This is the story that Eugene Kalnyk, PR Specialist at MacPaw, based in Kyiv, Ukraine, told to attendees at the 2022 Summit on the...

By Katie Paine November 12 Crisis, The Summit on the Future of Communications Measurement

Unbranding: The Ultimate in Branding Understatement

When Mia Carbonell, global head of external communications and senior vice president at Publicis Sapient, agreed to speak at this year’s Summit on the...

By Katie Paine November 11 Case Studies, The Summit on the Future of Communications Measurement

Your Measurement Reading List for November

As Dr. Seuss taught us: “The more that you read, the more things you will know. The more that you learn, the more places...

By Bill Paarlberg November 8 Industry Insight

An images of a surreal city scape network to illustration the concept of a measurement dashboard.

Southwest and Mirati: 10 Lessons on Building an Integrated Measurement Dashboard

Gaetan Akinrolabu from Mirati Therapeutics and Rachel Forrest from Southwest Airlines spoke at the recent Summit on the Future of Communications Measurement. They have...

By Katie Paine November 7 Dashboards, Integrated Measurement, The Summit on the Future of Communications Measurement

AI is the Future of Communications Measurement

Hear that crunching sound? It’s me, eating my words. In 2018, in this publication, I declared myself an AI skeptic through and through. At...

By Katie Paine November 7 AI Artificial Intelligence, The Summit on the Future of Communications Measurement

Onclusive is the Measurement Menace of the Month

Every time I think we’re making progress on getting rid of the dreaded Ad Value Equivalency, more of them pop up. This time they’re...

By Katie Paine November 7 Measurement Menaces

The Future of Communications Measurement: 7 Reasons to be Happy

The Paine of Measurement, September 2022 Given how depressing most of our outrage-fortified news is, you’ll be happy to know that the future of...

By Katie Paine September 20 Industry Insight, The Paine of Measurement

Your Communications Measurement Reading List for September 2022

It’s back to school time, and time for you to brush up on your reading. Here’s this month’s communications measurement reading list… Numbers and...

By Bill Paarlberg September 18 Industry Insight

5 Steps to Develop a Customized Media Impact Index

This article teaches you how to get to communications attribution, or at least much closer. With a media impact index you can capture in...

By Katie Paine September 18 Attribution, How To Measure

How to Calculate the ROI of Avoiding a Crisis

Awhile back we wrote about how to measure the value of avoiding a crisis: Establish benchmarks and baselines of what is normal, then compare...

By Katie Paine September 16 Crisis, ROI

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You’ve probably heard many lectures on how to do measurement. But what sounds great in theory becomes a complex situation when you’re faced with limited budgets, no staff, and competing priorities. To help you manage these hurdles and more, Paine Publishing offers Measurement Base Camp Spring 2023, an intensive online course that covers all things measurement. It's the most comprehensive and cost effective measurement training available.
By the end of Measurement Base Camp you'll be able to confidently:
—Use Excel Pivot Tables to find great insights
—Incorporate Google's new GA4 into your metrics to demonstrate your value to the bottom line
—Use SEO as a PR metric to demonstrate impact
—Set up the perfect internal communications measurement program to evaluate your impact on employee engagement
—Create a survey to reflect your impact on awareness, preference, and employee engagement
—Design an integrated measurement dashboard
Join us starting April 18 to get all your measurement questions answered!

If you've heard about “GA4” and wonder what it means for your communications program, we have the course for you. It is designed around the needs of communications professionals who want to improve their metrics and use GA4 to show their value. Whether you’ve been using Google UA for years and want help making the transition, or just want to up your measurement game, this training course is for you.
Designed specifically for PR and Communications professionals, the course will be hands-on and interactive to ensure that by the end of the class you’ll know how to:
—Add GA4 to your measurement toolkit or dashboard
—Tag all your PR and Comms content so you’ll know what’s working and not working
—Create your own attribution model to show senior leadership your value
—Tie your earned (social or traditional) media results to tangible results
—Smoothly transition from Google Universal Analytics to GA4
—Translate your existing metrics to GA4's events and goals
—Use GA4’s AI to improve your programs
—Tailor GA4 to your specific business or industry

Join us on Zoom every Wednesday starting April 5th. Register now!