We believe in the value of holistic measurement, not only demonstrating how we shift media and social conversations, but also leveraging primary research, advanced analytics, and data modeling to map the way to continuous improvement and optimization. Beyond stories and impressions, we measure the true business impact and value we generate for our clients.
Our research and analytics consultancy, Edelman Intelligence, is comprised of 250 analysts, consultants, data scientists and storytellers with deep expertise in developing measurement frameworks that ensure the right measures are in place to fully understand the impact our communications marketing efforts carry on key audiences, the brand, and the business.
Our approach to measurement is a 3-tier process that focuses on defining business objectives, mapping objectives and efforts to metrics that can be tracked, and then determining the attitudinal or behavioral impact of our efforts.
Every company, brand, and organization has a specific set of goals, a unique competitive environment, and is allocating different resources to drive their objectives. However, we believe that measuring progress, value, and business impact demands some element of organization that transcends the diversity of situations.
Our A3 – “A cubed” measurement model allows us to organize metrics and data streams in a consistent, scalable, and operative fashion. A3 stands for Attention, Attitude, and Action—three dimensions consistent and applicable across all marketing and communication disciplines.
- Attention: What is the awareness of our campaign?
- Attitude: Are we changing attitudes and opinions with our communications?
- Action: Has our campaign driven behavior changes (endorsement, engagement, sales)?
Our advanced analytics techniques enable us to link every aspect of our measurement model to business performance and ROI. Our ROI of Earned methodology works to attribute ROI to earned media and communications activity, by understanding the impact a brand’s earned content has on its target audience. It measures the ROI from a brand’s campaign by understanding the Accurate Activated Reach and the Activated Audience through knowing the qualified reach, and testing content to understand what drives the target audience’s consideration to purchase through to actual purchase.
This unique combination of research, measurement and analytics expertise enables us to design more accurate, insightful, actionable, and continuous measurement frameworks that truly demonstrate the impact and value a communications marketing campaign delivers.