Measuring results is crucial for both agencies and professionals. Basically this is the only guarantee to evaluate the work done with respect to the demands and needs of brands.
Results are also good indicators when looking for a baseline from which to plan new strategies.
When measuring results, it is very important to know what and how to measure. This means establishing certain objectives that are accessible and computable.
There are several metrics or approaches to analyze those results, such as the ones indicated below:
Measure media coverage.
It is essential to gain visibility and this basically means communication media covering our event, project, or campaign. To measure this we use clippings, compiling all the mentions generated in the different media, both traditional and digital.
Measure digital presence.
What it is not communicated it simply does not exist and this fact is even more true in social media. Around the digital world there are numerous tools that allow to obtain all kinds of metrics to know the reach of any action: engagement, followers, bounce rate, click-through rate, etc.
Digital communication is the wider, and therefore more easily measurable in comparison with other types of communications.
Measure environment impact.
When it comes to events, conferences, or high-impact summits, it is advisable to measure how consumption has increased in the area, especially in shopping districts. This data is a good indicator for reporting results.
We must always take into account the data provided by the brand and the feedback reported, either through attendees’ satisfaction surveys, or through debriefing meetings. There is no better indicator of success than a client happy with development, performance and results.
As there are numerous tools and methodologies to measure the success of an event or project, it is important to choose the most appropriate ones to obtain an assessment that will not only offer a vision of the work done, but it will also pose new challenges for subsequent performance.