More than 220 delegates (a record number! – including DataScouting, the only delegate from Greece) from around 36 countries met in Amsterdam last week to “Up The Game” and move from measurement to insights. The 6th AMEC Summit showed that data analysis and measurement are still paramount for a successful communications campaign, while outlining new challenges.
PR is about good communication and measurement makes communication more effective, efficient and credible. And there can be lots of magic in communication when combined with data mining to drive actionable information. But be aware of a possible threat from content pollution with numbers everywhere.
Client frustration still lies in the gap between understanding measurement and insight application. Therefore, it is important to keep educating clients and lead them towards transition. The key is to offer measurement in an innovative way, using concise and beautiful data visualisation with real meaning, while keeping it simple, relevant, transparent, easy to understand and affordable.
The PR measurement practitioners must start using the same language with consistent metrics and definitions but keep it tailor to clients. The ten different types of ROI that Professor Jim Macnamara, PhD has identified across the PR measurement sector, surely cause confusion to the industry itself. Confusing terminology and inconsistency in definitions across the industry holds it back.
Furthermore, Social Media measurement was also a hot topic, with Richard Bagnall, CEO at PRIME Research UK announcing the new Social Media Measurement Framework User Guide. It represents a best practice approach for measuring social media that can be applied in any organisation regardless of size.
The Summit closed with the AMEC awards and the list of winners included Gorkana, iSentia, Acceso, Kantar Media, Salience Insight, Pegasus, Commetric, Mediaverse, Umpf and Ogilvy Public Relations. It has been announced that the next AMEC Summit will be held in Stockholm organised by Retriever.