187

The importance of goal setting

Professor Tom Watson lays out the case for setting the objectives first. Everything else – including measurement – will then follow.

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188

Content is at the heart of everything

Jeremy Thompson, Managing Director of the Gorkana Group and Chairman of AMEC’s Licensing Committee. Protecting access to content is key to AMEC members success.

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189

Market Mix Modelling

David B. Rockland, Ph.D., Partner/CEO Ketchum Pleon Change and Global Research, on how we learned from client speakers in this session.

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190

Outputs and Outtakes

Donald K. Wright, Ph.D.., Harold Burson Professor and Chair in Public Relations, College of Communication, Boston, argues that the debate is set to continue.

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191

AMEC Valid Metrics

The Barcelona Principles outlawed AVEs. Ruth Pestana showcases AMEC’s replacement Valid Metrics guidelines. Until recently Vice Chair of AMEC’s North American Chapter.

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192

Impact of Industry Consolidation

A panel of industry leaders explore consolidation trends which include acquisition expansion within geographies.

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193

Global Social Media Measurement Standards

The biggest audience of the workshop day hear why social media “movers and shakers” Tim Marklein, Katie Paine and Richard Bagnall make the case to develop Global Social Media Measurement Standards.

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194

Proving your worth

Mark Westaby, Founder of Spectrum Consulting and AdsInsight, on why proving your worth is now more than just a £, $ or a Euro value

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195

Defining the future for AMEC

David B. Rockland, Ph.D., Partner/CEO Ketchum Pleon Change and Global Research on how AMEC shifted from fundamentals of the Barcelona Summit to looking at the future for programme measurement

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196

Education, growth and collaboration.

Peter Granat, President & COO, North America, Cision — North America and Mazen Nahawi, President, News Group International, Middle East, share their vision.

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197

The Cross Over Point – Traditional Media or Social?

An international panel on why traditional media is not dead but just re-positioned.

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198

ROI – getting the language right

The message from the speakers is that a clear definition of ROI is needed which is practical, rather than academic.

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199

AMEC at the heart of the communications tool-kit

Mike Daniels, Senior Consultant with Report International and Chair of AMEC, on AMEC’s collaborative approach to growth and advancing the practice of measurement.

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200

Embedding measurement in PR

Mike Daniels and Prof. Donald K. Wright, Ph.D., on the why it is critical to have measurement at the heart of every PR programme.

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201

Measurement Agenda 2020 debate – The Industry View

Speakers from AMEC, ICCO, PRSA. IPR and Council of PR Firms: What the industry thinks – and wants!

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202

Measurement Agenda 2020 debate: Speakers Q&A and Summit Vote

Industry leaders give a geographic perspective. Client speakers talk about making hard choices and being accountable.

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203

Measurement Agenda 2020 debate – The Client View

Top global clients Andre Manning, VP, Global Head External Communications and Acting Head Global Marketing  & Communications, Royal Philips Electronics and Meenu Handa, Director Corporate Communications, Microsoft, India, spell out the client need.

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204

The Moderator asks questions of industry speakers

Senior clients from Royal Philips Electronics and Microsoft, India, give candid client insights.

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