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The Future of PR Analytics 2019

Date: Thu 28th February 2019
Location: Ketchum, 90 Southwark St, London SE1 0SW
Organiser: PRmoment Events
Cost: Early-bird: £150 + vat Normal: £185 + vat

Background: Here are three stand out trends for PR Analytics in 2019:

1. For about the last 5 years various firms have been attempting to develop the AI infrastructure to enable sufficiently accurate automated media data analysis. Until recently these solutions claimed a 90% accuracy rate - so 1 in 10 data points were wrong. In short the technology was not ‘Board’ ready.

But in 2018 the tech caught up and many of these providers claim 98% accuracy - so the PR Analytics game has suddenly changed. The speed and increased data sets that automation allow you, are matched by the accuracy.

2. There is the long discussed blurring of the lines between marketing disciplines - creating the need to integrate your data across marketing channels. PR need not see itself as being data deficient any longer. Digital PR has changed all of that.

3. No one clicks on adverts anymore. They probably never did but they definitely don’t now. Earned media now plays a vital role in the sales and marketing function of all forward thinking businesses. So if you’re not investing in your PR analytics - you are missing an opportunity to increase your budget.

These themes, from an agency and in-house perspective, will be discussed at “The Future of PR Analytics 2019’.

Why attend: Hear the latest on how data is being used in modern communications

8.30am Registration, coffee, croissants, fruit and informal networking  
8.55am

Chairpersons Intro
Ben Smith, founder, PRmoment

9.00am

What KPIs Comms Directors are using by channel - survey results
Imogen Osborne, Founder, The Pulse Business

9.15am

Understanding your organisation's measurement journey
Richard Bagnall, CEO, Europe and the Americas, CARMA

  • How to analyse the type of evaluation you have in place
  • Understand how other organisations report on their communication KPIs and how they compare to your own
  • How to map and prioritise improvements to your approach to analytics
9.45am

Has AI measurement arrived?
David Benigson, CEO, Signal

10.15am

Putting data at the heart of a PR firm
Jonny Bentwood, Global Head of Data & Analytics, Golin

  • How Golin have put data at the heart of what they do
  • The democratisation of data: why data should be for everyone
  • How to align channel data with your customer's data
  • What do clients want from data?
  • Why Golin do not believe a PR firm should try and build a technology solution
10.45am

IBM's measurement journey: A discussion with Lucy Linthwaite, External Media Relations Leader UK and Ireland, IBM and Ben Smith, founder, PRmoment

  • What does an in-house person want from their measurement and analytics
  • A buyers perspective on the current measurement solutions in the market
  • What are the frustrations in putting together a  robust analytics process?
  • How do you know what technology is right for you?
11.10am

Networking break

 
11.35am

Why H&K Strategies partnered with Brandwatch to build Sherlock
Allison Spray, Director of Data and Insights, Hill & Knowlton Strategies

  • Marrying of offline and online KOL data sets
  • How Sherlock enables H&K Strategies to better plan its client campaigns, create more engaged conversations, understand different tribes within a campaign audience and track the appropriate metrics
  • The implications of AI on planning and measurement  





 
12.15pm

What analytics do comms directors want from their PR and communications agency?
Interview with

Ben Smith, Founder PRmoment
Erin Salisbury, Senior Account Director, Ketchum  
Chris Talago, VP PR & Communications JAPAC & EMEA, Oracle



12.45pm

How the UK government measures the impact of its communications
Claire Pimm, Deputy Director of PM priority campaigns, insight and evaluation, Prime Minister's Office and Cabinet Office comms

1.10pm

Chairpersons closing remarks
Ben Smith, Founder, PRmoment

A light buffet lunch.

 
2.00pm Close of event  

 

This event is worth 15 points
towards the PRCA CPD

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