Integrated Services: Measurement and Analytics
Measurement and Analytics
In the field of public relations, no single universal measurement method or matrix prevails, or fits every situation. While the debate rages over whether impressions or clicks or leads or equivalency or ROI is the best thing to measure, we have opted instead for common sense. Because we practice Performance Planning and embed our clients’ desired outcomes at the very beginning of the process during the Insights phase, we are never in doubt about what to measure. We measure whatever our clients want to accomplish by agreeing on performance goals before we begin.