Category: Measurement & ROI
Using multiple communication approaches certainly makes customer communications more effective. However, it also makes it harder to isolate how much impact each element might have — especially the elements for which we are responsible. This presentation will use easily adaptable examples from several companies in different industries that used various research techniques to identify exactly how communications affected business outcomes. Examples also will show how much different elements, such as public relations, ads, collateral and events, contributed to the ultimate results, including ROI calculations. Some of the techniques used include:
Attendees will learn how to:
Angela Sinickas, ABC, IABC Fellow, is CEO of Sinickas Communications Inc., an international consulting firm that helps organizations plan and measure successful communication, including 25 percent of the Forbes’ Global 100 largest corporations. Sinickas is the author of the manual “How to Measure Your Communication Programs.”
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