Ready to have all your bases covered? Our chart is designed to help you select data, tools, and metrics:
| If you want to demonstrate: | Then you need data from: | By using these tools: | To get these metrics: |
|---|---|---|---|
| The impact of media relations on reputation or perceptions. | •Qualitative media analysis data. •Pre/post reputation survey results. | •Media content analysis. •Pre/post or ongoing reputation/relationship/image surveys. | •Percentage of items containing key messages and/or percentage of items positioning your organization on key issues •Percentage change in perceptions |
| The impact of media relations on lead generation or conversions. | •Qualitative media analysis data. •Tags for media content within your CRM system. | •Media analysis platform. •CRM or Google Analytics. | •Ratio of media items to qualified leads •Cost per lead generated by media outreach •Value of conversions generated by earned media |
| The impact of owned social media on lead generation or conversions. | •Aggregated social media engagement. •Conversions set up in Google Analytics to track social attribution. | •Google Analytics or other web analytics tool. •Social engagement tracking platform. •CRM system for tracking leads . | •Percentage of social engagement resulting in a conversion or leads. |
| The impact of external media on internal engagement. | •At least six months of internal engagement data. •At least six months of external media analysis. | •Media analysis platform. •Internal engagement tracking system. | •Ratio of positive external media to positive internal sentiment. |
| The impact of employee communications on employee engagement. | •Data on volume and content of internal communications. •Data on employee engagement. | •Employee engagement survey. •Content management system. | •Percentage of content resulting in employee engagement. •Ranking of content based on engagement levels. |
| The impact of events on trust and reputation. | •Consistent pre/post survey data of event attendees. •Tracking of event communications. | •Survey tool •Internal data base of invites vs acceptance for event attendance | •Percentage increase in trust/reputation scores after each event. |
| The impact of content marketing on lead generation. | •Content management data •CRM or goal conversion data from Google Analytics | •Content management tool, CRM, or Google Analytics | •Percentage of leads generated per content produced. |
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