Communication and ROI
The impossible equation?
by Louis de Schorlemer
A modern fairy tail for the EACD Regional Debate in Lisbon on 19 May 2011
In a kingdom called
Enterprise…
There is a Master,
they named him…
RETURN ON INVESTMENT
Senior executives spend 24% of their time on measurement
Source: P. Argenti, 2006
You better get ready and…
Measure!
Evolution of Measurement
DATA
OUTPUT
Counting
the past the future the present
Source: P. Argenti, 2006
Sender OUTPUT
Focus of Measurement
Output Measurement
• (Online) Media monitoring
–Advertising Value Equivalent
–Clippings
• IT Metrics
Limits Measuring Output
• Focus on past resources
• Not predictive
• Isolation
Evolution of Measurement
DATA
EFFECT OUTPUT
OUTPUT
Counting Analysing
the past the future the present
Evaluating Efficiency
Influence on attitudes or consumer behaviour
• Satisfaction survey
• Internal feedback mechanism
Working Mechanisms
ESOMAR
• Anonymous
• Volontary participation
• No invisible processing
www.esomar.org
Back to Basics
Growing a favorable environment for sales
Evolution of Measurement
DATA
EFFECT OUTPUT
EFFECT OUTPUT
OUTCOME
VALUE Counting Analysing Establishing Causation
the past the future the present
Measuring Outcome
Linking communication to business results
• Revenue
• Earnings
• Market share
A Menu for Success
Concrete implications measuring outcome
• The communications strategy
• The action plan
The Right Tools
Facts
Reputation
Emotions
Lean Instruments
• Tailor made solutions
• Focus on actionable data
• A matrix of indicators
Dashboard of Indicators
• Frame of reference
• Progress rather than instants
• Weigthing categories of measure
Some Magic
Familiarity
Favorability brand
Source: Ipsos Reputation Center, 2008
The Happy End
Generating value for the organisation
• Measuring quality
• Mitigating risk
• Predicting behaviour
