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Using Measurement to Make Data-Informed Decisions at Atlantic City Alliance DMIA Las VegasJuly 2014
Katie Delahaye PaineCEOPaine Publishing
www.painepublishing.com@[email protected]
Paine Publishing:Providing communications
professionals the knowledge and information they need to navigate the journey to good measurement
Newsletters Training
Courses Consulting
painepublishing.com
Katie Delahaye Paine:Helping communications professionals define and measure success for 25 years.
Founder of: The Delahaye Group KDPaine & Partners Paine Publishing
Author of: Measuring the Networked
Non-ProfitMeasure What MattersMeasuring Public
Relationships [email protected]
Keys to Success in Measuring Destination Success Start with agreement on role that PR plays in path to purchase
Travel Alberta – “It’s the spark” CTC – PR is now part of the marketing mix model NH – For every 100 positive media impressions, 3 people visit, average spend
=$50 Atlantic City – PR changes minds and drives traffic
Must also agree on what elements are a necessary part of that “spark” Dispelling a myth Desirable visuals Recommendations Stories that leave the reader more likely to visit
Factors to consider Role of partners – airlines, hotels, etc. Role of government bodies Uncontrollable events – The Calgary Flood, Hurricane Sandy, Celebrities
misbehaving
ACA Measurement Program Parameters Goal: Move to Industry Standards Metrics and away from
media value and ad value equivalency Measure quality not just quantity Began in January 2013 Used January-March 2013 as benchmark Customized “Quality Score” that indexes message content,
tone, and media importance on a scale of +10 to -10 Correlated with web traffic to measure outcomes Data is available on demand as well as in quarterly reports Raw data is collected and coded on Top Tier media only. Data is processed through a custom algorithm to enable
analysis and derive OCS Scores
Definitions of “Success” Workshop defined the criteria All criteria linked back to the goals:
High Quality Media Coverage
Intent to visit
Improved reputation
Visits/Non-gaming revenue
Defining High Quality CoverageThe OCS Score
Desirable Criteria Score Undesirable Score Score
Positive sentiment 1 Negative Sentiment -2
Contains one or More Positive Messages 3 Contains one or more
Negative Messages -3
Event/Program is mentioned 2 No Event/Program is mentioned 0
Appears in Tier1 Media 2 Negative Mention in Tier1 -1
Third Party Endorsement 1 Recommends competition -2
Contains a desirable visual 1 Contain undesirable visual -2
Total Score 10 Total -10
Negative Coverage of AC is Constant and Growing
0
100
200
300
400
500
600
700
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
Tone of Coverage about Atlantic City Over Time
Negative Neutral Positive
Miss America
ACA Programs generate predominantly positive coverage
0
20
40
60
80
100
120
140
160
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
Sentiment of ACA Coverage Over Time
Negative Neutral Positive
Without ACA events, OCS Scores for Atlantic City would have been significantly lower
4
3.252.75 2.99
3.65
2.963.36 3.24
2.34 2.37 2.43
1.30
-1.24
0.37-0.05
0.28 0.28
-1.56
4.91
3.92
2.993.58
4.14 4.1 4.27 4.12 4.29
2.78 2.56
1.53
-0.29
0.610.20
1.441.77
0.63
-2
-1
0
1
2
3
4
5
6
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May June
Aver
age
OCS
Sco
re
Average OCS Score Over Time
Atlantic City OCS without ACA Atlantic City OCS with ACA
The red line represents coverage of Atlantic City minus all mentions of ACA and its programs
ACA has made a demonstrable difference in the quality of media coverage
If an ACA or one of its programs was mentioned in a media story, it was: More likely to contain
an endorsement More likely to be
positive More likely to contain
key messages Less likely to be
negative 0.22
0.00
0.62
1.42
4.61
0.08
0.08
0.01
-0.61
-0.66
Endorsements
Positive Visual
Negative Visual
Tone
MessageCommunication
Average of OCS
Differences in Quality of Coverage with and without
ACAAtlantic City Atlantic City Alliance
OCS scores for Atlantic City significantly improved thanks to ACA events
36
278
458334
537432
342225
995
329 324247
139
419260
476 538
925
4.89
3.92
2.99
3.58
4.14 4.10 4.27 4.12 4.29
2.782.56
1.55
-0.29
0.610.20
1.441.77
0.63
-1.00
0.00
1.00
2.00
3.00
4.00
5.00
6.00
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May June0
200
400
600
800
1000
1200
OCS
Sco
re
Num
ber o
f ite
ms
AC Mentions vs. OCS Over Time AC Mentions AC OCS
Dead whale, non-gaming promotions, Caesar’s CEO quote,
Lady Antibellum
Revel Casino value, Electric
Jitney test, Fake Chips, Phil Ivey suit, Blake
Shelton
Showboat closing, Revel facing 2nd
bankruptcy
ACA maintains high OCS score with proactive program coverage
Lady Antebellum, Non-Gambling Fun,
Hello Summer, GMA segment
1444 31
93 87 75 7540
95
287
27 17 18 12
107 122
254
5.5
7.18
6.3
5.02
6.24 6.42
7.42 7.21
6.54
5.27
4.25
5.08
6.475.94
5.33
4.75
6.876.41
0
1
2
3
4
5
6
7
8
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May June0
50
100
150
200
250
300
OCS
Sco
re
Num
ber o
f men
tions
ACA Mentions vs. OCS Over Time ACA Mentions ACA OCS
Miss America Statue, ACA
new campaign, Blake Shelton, World Poker
Championship
Communication of the "Making a Comeback" & "Something for Everyone" messages increased as ACA
announced new programs
1439 23 36
133
235
8 7 4 2 10 158 11 1 2 9 224
70
21
73 88110
13
10474
138
8748
Jan Feb Mar Apr May Jun
Qtr1 Qtr2
2014
Atlantic City has something for everyone
Atlantic City is a clean and safe place to visit
Atlantic City is a year-round destination spot
Atlantic City is making a comeback
Atlantic City offers more than just gaming
Quality of coverage has improved in all markets
4.004.25
8.00
3.62
-1.00
4.00
6.50
4.655.07
5.88
6.50
5.70
7.17
5.13 5.13
4.67
7.317.02
6.25
6.89
5.005.29
6.40
7.55
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Jan Feb Mar Apr May Jun
New Markets Yield High Quality Results
Houston Chicago National Baltimore Philadelphia New York DC
Articles that scored a perfect 10
The Optimal Content Score is rated on a +10 to -10 scale, scored by a defined set of criteria that includes sentiment, message communication, endorsements, desirable visuals, as well as visibility in Top Tier media..
ItemDate Outlet ItemTitle OCS5/30/2014 0:00Huffington Post 10 Great Things to Do in Atlantic City (That Don't Involve Gambling) 106/20/2014 0:00phillymag.com 12 Things to Do in Philly This Weekend: Solstice Parties 106/20/2014 0:00NJ.com 2nd Annual DO AC Sand Sculpting World Cup returns to Atlantic City 106/19/2014 0:00Huffington Post 5 Free Activities At The Jersey Shore 106/19/2014 0:00Huffington Post 5 Free Activities For Your Jersey Shore Trip This Summer 106/19/2014 0:00philly.com 5 free things for visitors to do 106/27/2014 0:00NJ.com 8 free things to do in Atlantic City 106/17/2014 0:00philly.com A sandier World Cup in Atlantic City 105/28/2014 0:00nwi.com Beyond the Boardwalk: Atlantic City offers culinary escape for dining variety vacations 10
6/3/2014 0:00Daily Local News DO/AC World Cup of Sand Sculpting returns this summer 106/27/2014 0:00philly.com Five things to do today – sand sculpting awards, store opening, dance party 106/24/2014 0:00Philadelphia Tribune Fun for free down the Jersey Shore 10
6/20/2014 0:00KYW-TV OnlineHear Philly: The Shore Thing – Fireworks Just One Of Many Activities Down The Shore This July 4th - CBS Philly 10
5/30/2014 0:00KYW-TV Online Hear Philly: The Shore Thing - Gumbo, Sand Sculptures and 'The Planet's Biggest Beach Party' 106/27/2014 0:00CNBC Online July 4 weekend travel returns with a boom, and deals remain 105/22/2014 0:00NJ.com Lady Antebellum to play second free concert in Atlantic City 106/18/2014 0:00Newsworks Next Exit Shore Guide (week of June 19-25) 102/24/2014 0:00am New York Plan a spring fling in Atlantic City 106/16/2014 0:00WKXW-FM Online Sand Sculpting in Atlantic City 106/27/2014 0:00WTXF-TV Online Sand Sculpting World Cup 105/10/2014 0:00Asbury Park Press Sculptors 106/15/2014 0:00philly.com SECRETS OF THE SANDMAN 105/16/2014 0:00philly.com Summer's events are Shore big 105/16/2014 0:00Philadelphia Inquirer Sun-soaked nightlife by day 106/30/2014 0:00NJBIZ.com Take a look at what's to come in Atlantic City 105/29/2014 0:00examiner.com Ticket Alert, Lady Antebellum's FREE beach concert in August at Atlantic City 101/24/2014 0:00philly.com Warm up to A.C. winter nightlife 105/21/2014 0:00KYW-TV Online What’s New At The Shore: Parades, Festivals, Fireworks - CBS Philly 105/23/2014 0:00KYW-TV Online What's New At The Shore: Special Attractions For Kids 10
Free entertainment generated the highest OCS Scores in Q2
5.26
5.73
6.36
6.54
6.71
7.15
7.31
7.36
7.50
7.67
8.00
8.10
8.68
9.30
Miss America
Meet AC
DO AC
July 4th Fireworks
Air Show
Blake Shelton
Miss'd America Pageant
Sand Blast
Hello Summer
Boardwalk Hall Light Show
Challenge Triathlon
Sand Sculpting World Cup
Lady Antebellum Concert
Free Entertainment
Top Programs By OCS
High Quality Coverage Appeared on Good Morning America, NPR, and other leading media outlets
When ACA programs received media coverage, traffic followed
0
50
100
150
200
250
300
0
20000
40000
60000
80000
100000
120000
140000
Relationship between ACA Program Mentions and Site Visits
Site Visits Program Mentions
ACA programs drive higher OCS scores, which correlate highly with web visits
0.41
0.44
0.47
AC items
ACA Items
ACA OCS Scores
Correlations between Web Visits and PR MetricsPearson r. value
PR is having a positive impact on preference and perceptions Based on the results of the most recent brand tracking survey, it appears that
people who say they have recently heard news about Atlantic City are very likely to perceive AC as fun – a key driver of preference
Respondents who remember seeing news reports about Atlantic City are also very likely to associate key messages and positioning statements such as “place I am excited to go to” and “fun place to hang out with friends.”
The same respondents are also more likely to recommend Atlantic City to friends.
The largest percentage of respondents who remember seeing news about Atlantic City don’t remember where they saw it. If they do remember, most saw news in newspapers and online media.
Thank You!
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