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PR Analytics Conference

Location: London
Organiser: PRmoment
Price: £195 + VAT
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Conference Location: Ketchum, 35-41 Folgate Street, E1 6BX London, United Kingdom

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If you have problems booking this conference, or require further information please call on 01962 83254201962 832542 or email Our offices are open 9am - 5.30pm Monday to Friday. Please note we can also take credit card bookings on our booking hotline number 01962 83254201962 832542.


I love PRmoment events. They’re perfectly formed, tackling important issues, with excellent content and speakers. The set-up is great – a full morning of quality presentations, a bit of networking and you’re back in the office with half the day still left. And the speakers are strong – a combination of ‘big names’ and new faces. I’ve stopped looking at the topic and line-up now, I just book. Because I know that attending a PR Moment event will be a morning well spent. Highly recommended.

Richard Fogg, Managing Director, CCGroup

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8.30am Registration, coffee, croissants and informal networking  

Chairperson Barry Leggetter
CEO, International Association for Measurement and Evaluation of Communication (AMEC)


How to use PR analytics to have a proper business discussion
Andre Manning, Vice President and Global Head of External Communications, Royal Philips

  • Why communications people need to understand the language of business
  • The importance of linking communications outcomes to business outcomes
  • Why empowering staff with data and systems is not enough – they must be educated and trained to concentrate on the outcomes, not the outputs.
  • The importance of using data to affect influencers
  • How the communications department and the rest of the business can co-ordinate metrics, objectives and outcomes

What does big data mean for PR?
Ben Levine, Research Director, Ketchum

  • Does big data have the potential to remove the risk of all marketing communications investment?
  • What level of access do PR teams need to digital and customer insight information for Big Data to work?
  • How to avoid drowning in data
  • The need for data geeks: Insight data required machines, intelligence and learning
  • What is the role of statistics and analytics in public relations?

How to use big data for predictive analytics in PR
Chris Foster, Vice President, Booz Allen Hamilton

  • Why strategic communications without embedded analytics is a contradiction
  • Communications analytics – how to get more value from your data than likes, page impressions or fans
  • How brands can use open source data to define patterns and predict future communication flows
  • How brands can create mapping data using geo spatial technology to track where data patterns are concentrated
  • Why communications analytics must be linked to your business objectives

How to prove the value of your social media activity
Richard Bagnall, Chair of the Social Media committee, AMEC

  • How to link activity to outputs to outcomes in social
  • How to understand the difference between social media exposure, engagement, influence, impact and advocacy
  • The difference between business, channel and program social media metrics
  • The integration of paid, owned and earned media metrics
10.50am Networking coffee break  

The future of social listening
Will McInnes, CMO, Brandwatch

  • Why social media represents a sea change in how customers interact with brands
  • How to use social media monitoring intuitively to identify business opportunities
  • How business can gain customer insight and emotional intelligence from social
  • How to use social media monitoring to drive closer customer relationships and identify prospects


How to link your PR to sales
Mark Westaby, Director, Spectrum Insight

  • How you can correlate your public relations campaign to your EPOS and sales data to link your communication to sales
  • What is the correlation between PR/social media activity and sales
  • The effect of consumer emotions on sales
  • How can you break consumer emotions down and what are the implications of the emotional spectrum for your corporate communications? (The emotional spectrum is Happiness, Anger, Disgust, Contempt, Sadness, Fear and Surprise)
  • How can organisations track consumer and customer emotions to improve their communications strategy

The global alignment of measurement for eBay: Unifying measurement across different markets
Ben Matthews, Head of Strategic Communications, eBay

  • How does eBay use scorecards to measure the impact of its communications
  • Using valid metrics to compare developed and developing markets
  • Developing a robust suite of output, outtake and outcome metrics
  • Using data both as a performance management tool and as a future planning tool
  • Creating one dashboard globally to give an objective view of the performance of over 300 communications staff globally


How HMRC is using social media analytics
Robin Riley, Head of Digital Engagement, Corporate Communications - Digital Communications, HMRC

  • The measurement of awareness, advocacy and behaviour change resulting from the HMRC Facebook page
  • How HMRC measures the impact of social media activity on its reputation
  • How HMRC measures its conversion rates from Twitter and Facebook
  • How HMRC measures the deflection rate of customer telephone queries to online resulting from social media activity
  • How to measure channel focused social media outcomes

Chairperson's closing remarks
Barry Leggetter, Executive Director, AMEC


Lunch and informal networking   


Close of conference


Please note: Unlike many other PR conferences, none of our speakers pay for the privilege of speaking. They are all chosen by our editorial department because of their expert opinion. We do this because we believe that if delegates are paying to attend a conference, there is a conflict of interest if the speakers have paid to speak.

Also, just to reassure you, PRmoment does not share delegate details with any third parties.