Knowledge Share – Lisbon

AMEC’s Summit in Spain in 2010 energised communications throughout the world with the adoption of the Barcelona Measurement Principles, a new guidance framework for the research and measurement of communications programmes.

AMEC followed this up at its European Summit in Lisbon, in June, 2011 by underlining the importance of this industry initiative by basing a number of pro-active workshops led by international specialists in the Learning Lab Day on one of the Barcelona Measurement Principles. The Summit then produced a new industry initiative – the Measurement Agenda 2020.

The Barcelona Measurement Principles

  1. Importance of Goal Setting and Measurement
  2. Measuring the Effect on Outcomes is Preferred to Measuring Outputs
  3. The Effect on Business Results Can and Should Be Measured Where Possible
  4. Media Measurement Requires Quantity and Quality
  5. AVEs are not the Value of Public Relations
  6. Social Media Can and Should be Measured
  7. Transparency and Replicability are Paramount to Sound Measurement

Workshop A:

Level: Introductory and Intermediate.

Title: Setting goals and preparing for measurement

The workshop will focus on Principle 1 of the Barcelona Statement – Importance of Goal Setting and Measurement – with an emphasis on the setting of goal and objectives, the tenets of measurement and evaluation, and basic methodology.

Tom Watson Professor Tom Watson
Professor of Public Relations, Bournemouth University, UK.
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Workshop B:

Level: Introductory and Intermediate.

Title: “The Future of the Media – Content is King”.

A key workshop session featuring on publishing trends and emerging business models.

Imogen Haddon Imogen Haddon
Managing Editor, The Independent/Independent on Sunday and i
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Francine Cunningham Francine Cunningham
Executive Director of European Newspaper Publishers Association
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John Croll John Croll
CEO of Media Monitors, Australia
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Jeremy Thompson Jeremy Thompson
Managing Director of the Gorkana Group
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Workshop C:

Level: Introductory and Intermediate.

Title: What is Market Mix modelling and how can I persuade my management or my client to adopt it?

The speakers explain the benefits and share practical experience at introducing Market Mix Modelling.

David Rockland David B. Rockland Ph.D.
Partner/CEO Ketchum Pleon Change and Global Research.
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Marita Scarfi Marita Scarfi
CEO, Organic Inc.
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Steve Kerho Steve Kerho
SVP, Analytics, Media and Marketing Optimization, Organic Inc.
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Rainer Lang Rainer Lang
Business Director and Head of Research & Evaluation at Ketchum Pleon, Germany.
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Workshop D:

Level: Intermediate to Advanced.

Title: Insights – not the size of the press clippings book are what the client wants.

This workshop will explain the importance of implementing outcome measures rather than output measures on research tailored to evaluating the business objectives of public relations activities. Speakers also will provide case study examples of how outcome measures are being implemented in various parts of the world, and they will report on a global survey research project designed to assess attitudes and opinions of measurement experts and other public relations executives about the value of output and outcome methodologies.

Barcelona Measurement Principle 2: Measuring the Effect on Outcomes is Preferred to Measuring Outputs.

Donald k. Wright Professor Donald K. Wright, Ph.D.
Harold Burson Professor and Chair in Public Relations, College of Communication, Boston University
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Glenn O'Neil Glenn O’Neil
founder, Owl RE, Switzerland
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Workshop E:

Level: Introductory and Intermediate.

Title: AMEC’s new Valid Metrics – how to use them and win over the client!

A hands-on session to show communications professionals how to use the new Valid Metrics developed out of the Barcelona Measurement Principles and how to educate the client community.

Barcelona Measurement Principle 5: Advertising Value Equivalents (AVEs) do not measure the value of PR and do not inform future activity.

Ruth Pestana Ruth Pestana,
Worldwide, Director of Strategic Services, Hill & Knowlton
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Mike Daniels Mike Daniels,
Director of Report International and Chairman of AMEC
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Workshop F:

Level: Intermediate to Advanced.

Title: The Future is Consolidation and the emergence of bigger global groups: Statement or Question?

A recent trend has been companies expanding, either by making acquisitions in other geographies, or by consolidating and integrating more intelligence into their marketplace offer. The workshop will take a look at future trends.

Giselle Bodie Giselle Bodie
COO, Kantar Media Europe
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Mazen Nahawi Mazen Nahawi
President of News Group International
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Martin Murtland Martin Murtland
Vice President and Managing Director, Dow Jones & Company, Inc.
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Yann Blandy Yann Blandy
CEO Europe, Cision.
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John Croll John Croll
CEO, Media Monitors
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Jeremy Thompson Jeremy Thompson
Managing Director of the Gorkana Group
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Workshop G:

Level: Introductory and Intermediate.

Title: Moving towards a Global Standard for Social Media Measurement

A hands-on workshop exploring challenges in social media monitoring and measurement and a look at how AMEC’s Validate Metrics approach contributes to best practice.

Requested by AMEC members in pre Lisbon research survey

Barcelona Measurement Principle 6: Social media can and should be measured.

Tim Marklein Tim Marklein
Executive VP, Measurement & Strategy, Weber Shandwick – co-chair of the Council of Public Relations Firms’ new measurement committee
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Richard Bagnall Richard Bagnall
Managing Director of Metrica
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Katie Delahaye Paine Katie Delahaye Paine
Founder and CEO of KDPaine & Partners LLC
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Workshop H:

Level: Intermediate to Advanced.

Title: Proving your worth

Overall clip counts and general impressions are usually meaningless. The speaker shares his experience at how to demonstrate to clients the value of measurement programmes and how to engage the clients in the process.

Barcelona Measurement Principle 6: Social media can and should be measured.

Mark Westaby Mark Westaby
Founder of Spectrum Consulting and AdsInsight
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3rd European Summit on Measurement: Day 2 and 3: Plenary and Breakout Sessions

DAY 1: Thursday 9th June – Day 1 Plenary Session

Jorge Portugal Jorge PortugalConsultant Advisor for the President of Portuguese Republic in innovation and knowledge societyDownload PDF
Jeremy Moakes Jeremy MoakesHead of Media Relations Division, Directorate of Communication, Council of Europe
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Claire Hutchings Claire HutchingsGlobal Advisor – Monitoring, Evaluation & Learning (Campaigns & Advocacy)Programme Performance & Accountability Team, Oxfam
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David Rockland David B. Rockland, Ph.D.Partner/CEO Ketchum Pleon Change and Global Research.
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Breakout Group A

The cross over point: Which is now the most influential and powerful – traditional Media or Digital? – requested by AMEC members

Peter Granat Peter Granat
AMEC Board Director, President & COO, North America, Cision
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Johna Burke Johna Burke
Senior Vice President, Burrelles Luce
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Marcus Gault Marcus Gault
MD, Insight and Social Media, Precise
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Ingrid Moorkens Ingrid Moorkens
Director Product and Innovation, Ausschnitt
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Breakout Group B

ROI – definitions, language and change

Presentations will be summarized into a common set of definitions to be put out for review by delegates post Summit.

Professor Tom Watson
Professor of Public Relations, Bournemouth University, UK – academic research
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Andre Manning Andre Manning
VP, Global Head External Communications and Acting Head Global Marketing & Communications, Royal Philips Electronics
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Natasha Fogel Natasha Fogel
Executive Vice President, Global Research & Measurement, StrategyOne – what agencies are expected to deliver
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Tim Marklein Tim Marklein
Executive VP, Measurement & Strategy, Weber Shandwick – co-chair of the Council of Public Relations Firms’ new measurement committee
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