Helping brands and agencies better understand and improve the value of their communications
A group of highly experienced communications measurement professionals have set up The Measurement Practice (TMP) to help businesses, organisations and agencies bridge the gap between the promise and delivery of communications measurement.
It will help in-house and agency communications teams make sure they are using the right research data to inform their decision making, and help meet their key business objectives. These might be increased sales, a stronger brand, lead generation, a more resilient reputation, an improved regulatory environment, stronger relations with internal and external stakeholders or any other business or communications objective.
The service is aimed at senior communications and marketing directors who need to use data better to get more insight, to guide planning to improve business performance. It will help agency teams win pitches that require clear evaluation measures built in from the outset.
TMP is a virtual consultancy, combining a team of experts in evaluation and communications research, data integration, media analysis and insight, communications and strategy and analytics, data mining and technology. It is independent of any commercial measurement providers so it can identify the most appropriate approach, methodology and suppliers, using existing data where available.
Each member of TMP is a leader in their own individual field. The combined range of skills gives clients access to unparalleled independent expertise in measuring and informing communication programmes.
Mike Daniels, principal of The Measurement Practice, said: “Communicating with, and influencing audiences and stakeholders has changed enormously in recent years. Yet all too often we see measurement programmes using 20th century methodologies to assess 21st century communications. It’s time evaluation caught up with modern business.
“Our unique, all-round combination of skills means we can provide clients with a measurement re-boot that will ensure they benefit from practical, actionable insight from their research programmes.”
Barry Leggetter, CEO of AMEC the International Association for Measurement and Evaluation of Communication, welcomed the service. He said: “AMEC is always pleased to see new companies and new propositions entering the communications measurement sector. TMP has an interesting proposition I am sure will find a market appeal.”
The Measurement Practice offers three core services, all supported with ongoing measurement communications consultancy:
- Programme auditing and alignment: expert support for clients to maximise the business value of their existing evaluation research and to ensure that what they do is fit for their purpose. This could range from identifying the best methodology to evaluate a campaign through to specific studies to understand what drives a specific audience or reputation.
- Training and workshops: too often the value of good communications programmes is undermined by a failure to use measurement data to learn how to be more effective in future. TMP offers a range of training programmes to in-house and agency teams to bring them up to speed on the latest methodologies and approaches, to inform planning and communicate measurement internally.
- Supplier identification: a one-stop shop to identify and select the most appropriate suppliers of evaluation services, in a pitch or RFP process, or to review existing suppliers. For many businesses this can require a steep, time consuming and one-off learning curve, which TMP can help cut through.
The associates within The Measurement Practice are:
- Mike Daniels (business and communications). Over 25 years in research, PR and marketing communications. Co-founder of Report International, a pioneer in media analysis research. Past Chairman and founding Lifetime Fellow of AMEC, and a member of the IPR Commission on Measurement.
- Colin Wheeler (research and integration), an AMEC board member has worked in research for over 20 years, including nine at British Airways, looking after brand, advertising and reputation research needs, before setting up and leading the EMEA Insights and Analytics team at WE Communications, based in London.
- Liam Kelly (media analysis and insight), has more than 15 years in earned media measurement, managing global accounts at Delahaye, Report International and CARMA and latterly leading Cision’s Insight function in Europe and Asia.
- Pat Molloy (analytics, insight, data mining and technology solutions). Over 30 years in research technologies, statistical analysis and data visualisation. Former Market Research Society council member. He has held senior management positions in several leading market research agencies, including NOP and TNS and technology providers, including Pulse Train and Confirmit.
- Guy Corbet (communications and strategy), with more than 20 years shaping communications strategy. Formerly group marketing director at Fishburn Hedges, founder and managing director of Seventy Seven PR and managing director of corporate & brand at Brands2Life.