Post on 17-Nov-2014
description
Analysis: navigation tools for a media driven world
Part 3: Return on Investment
Paul Hender, Head of Insight and Analysis
E-mail: paul.hender@gorkana.com
Twitter: #GorkanaAnalysis
YouTube: www.youtube.com/GorkanaGroup
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Name 3 museums based in London?
Part 1: Here be dragons, 9th July
Part 2: Measure what matters, 23rd July
Part 3: Return on investment, 5th August
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5
76%members are seeing clients report an increased interest from their senior management in reporting the outcome of communications activity
67% of members are seeing clients ask for a defined financial ROI to demonstrate the business benefit of communications
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This campaign reached 187 million consumers and
achieved an 8:1 return on investment
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Inputs Outputs Outcomes
Investment Return
Barcelona Principles
MMX
1. Importance of Goal Setting and Measurement
2. Measuring the Effect on Outcomes is Preferred to Measuring Outputs
3. The Effect on Business Results Can and Should Be Measured Where Possible
4. Media Measurement Requires Quantity and Quality
5. AVEs are Not the Value of Public Relations
6. Social Media Can and Should Be Measured
7. Transparency and Replicability are Paramount to Sound Measurement
28%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
1 6 11 16 21 26 31 36 41 46 51 56 61 66 71Number of people in group
Probability
Probability of any two people sharing a birthday
Analysis Manual
Home office - immigration
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20%19%
26%
23%
20%21%
19%
22% 22%
26%
29%
0%
10%
20%
30%
40%
0
20,000
40,000
60,000
80,000
% o
f pub
lic
Soc
ial m
edia
met
nion
s
Immigration in general Immigration as a % of mentions in Ipsos Mori Issues Index
Social media mentions vs market research
Correlation: +0.80 (p < 0.05)
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Number people who drowned by falling into a swimming-pool
correlates with
Number of films Nicolas Cage appeared in
Correlation: +0.67 (p < 0.05)
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Name 3 museums based in London?
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Analysis Manual
90
2921
14
44
26 22
4
145
110
149 10
5 8
108
2 2 110
5 92 0
30
84
1 1
1181
35883138
4143 3929 3895 3848 3725 3675
3896
7541
4480
35343184 3117
3181
5896
3198
3856 36733160 3085 2996
2585 2589
2796
4987
677
0
2,000
4,000
6,000
8,000
0
30
60
90
120
150
Museum of London – website hits and visitor numbers
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Coverage Web hitsVisitor no’s
Analysis Manual 21
0
500
1000
1500
2000
2500
0
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
120,000,000
140,000,000
160,000,000
180,000,000
Socia
l med
ia it
ems
Opp
ortu
nitie
s to
see
(OTS
)
Mainstream Media Social Media
Mainstream media vs social media
Correlation (R) = +0.78
Analysis Manual 22
0
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
120,000,000
140,000,000
160,000,000
180,000,000
Web
site
hits
Opp
ortu
nitie
s to
see
(OTS
)
Mainstream Media Website Hits
Correlation (R) = +0.25Goodness of fit (R squared) = 6%
Strong correlation Weak correlation
Mainstream media vs website hits
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• Temperature• Air pressure• Wind speed and direction• Humidity• Satellite images
• Commodity prices• Interest rates• Employment• Inflation
Weather Economy Sport
• Temperature• Distance from London• Altitude• Referee from Europe• Colour of Shirt
“All models are wrong but some are useful” – George Box
Analysis Manual 24
Multivariate regression model on website hits
Web
site
hits
Social Media Mainstream Media Amazon iPlayer + Horizon Website Hits
11%
35%
39%
15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Goodness of fit (R squared) = 98%
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“Inspired envy! I want to convince more clients to believe in PR ROI and conduct this kind of measurement to PROVE what works. Well beyond tracking coverage into connecting it to sales.”
Analysis: navigation tools for a media driven world
Part 3: Return on Investment
Paul Hender, Head of Insight and Analysis
E-mail: paul.hender@gorkana.com
Twitter: #GorkanaAnalysis
YouTube: www.youtube.com/GorkanaGroup