Henry Ford (and others) once said that half of every dollar spent on advertising didn’t work, he just didn’t know which half. Ford died in 1947, but to this day the marketing landscape is still littered with examples of campaigns that have fallen short of return on investment.
However there’s light at the end of the tunnel. Advances in marketing technology have driven forward our ability to measure campaigns. Where once decisions were based on intuition, experience and gut feel, now we have data and lots of it. Data that drives measurement and metrics and enables better insight into the value we bring to our brands and clients.
Join techmap on 7th July as we explore in detail the new measures of success. Find out how to prove your value as we look at:
• how to measure PR success beyond reach and impressions
• understanding analytics to demonstrate outcomes and not outputs
• attribution models that demonstrate contribution through the mix
Stella Bayles: consultant, trainer & mentor specialising in online PR. Stella will discuss "PR measurement and how business impact is provable with new ROI measures."
Stella spent 6 years learning her trade at London PR agencies before moving to Google specialist Propellernet where she spent a further 6 years mixing their technical know-how with her own PR skills to create a powerful communications practice, SEO-PR.
She recruited and trained a team of 20 PR’s that became specialists in Google. They delivered campaigns for leading UK brands and proved ROI for all through SEO-PR.
Stella now trains PR teams on SEO-PR and develops tools for PR professionals at CoverageBook.com. She is also the author of 'PRs' Digital Resolution'.
Hugh Davies: Director of Corporate Affairs, Three. Hugh will discuss “Outcomes before outputs. Objectives before measurement. Ensuring you only measure what counts.”
Hugh Davies is responsible for Three’s contact with a range of stakeholders including the media and analyst community, politicians, industry organisations, the Three internal community and specialist customer and user groups.
He joined Three in July 2006. Before working for Three, Hugh was Head of PR at Microsoft in the UK. He also has experience working in PR and advertising for some of the largest agencies in the world, including Leo Burnett, Cohn & Wolfe and Hill & Knowlton, where he worked for Three’s parent company Hutchison Whampoa whilst in Hong Kong.
Russell McAthy: Managing Director, Deliver Insight. Russell will discuss "Marketing Attribution - why should you care?"
Russell has been in data and analytics for more than a decade. His focus on online has allowed him to get a broad understanding of digital media and how the channels integrate into what has become a complex world.
He has worked with businesses ranging from the FTSE100 through to startups guiding strategy and tactics and launching some award-winning campaigns.
Data has been a consistent in the way Russell works and as we move into the information era the blurring of data and business has enabled Russell’s rise to a market innovator and digital consultancy owner.
6pm - arrival
7pm - presentations start
Followed by Q&A session
We hope you will join us for another insightful and engaging techmap meetup.
Note: the early bird registration fee of £10 expires on 30th June when it will increase to £20.
This event is being sponsored by Bullhorn.
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