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International association for the measurement and evaluation of communication
Barry Leggetter, CEO of the International Association for Measurement and Evaluation of Communication (AMEC), explores what earned media measurement will look like in 2018 and predicts what the year will bring for communicators.
Nine years ago, AMEC began the first global study of the media intelligence and insights business.
Let’s remind ourselves of the playing field. Back then, the “industry” was, with a few exceptions, dominated by hundreds of media monitoring firms, some also capable of offering measurement options.
Fast forward to 2018 and it is a different ballgame.
We have seen how in the last five years the investment community has recognised the “hidden gold” in the value of the business information that AMEC members were handling, resulting in fast industry consolidation and with more acquisitions still possible.
What the investors saw was value in the intelligence; value in the data, value in the consultancy positioning that all that offered.
We are now at the point where Advertising Value Equivalents (AVEs) should be seen to be irrelevant pieces of crude “counting” by PR and communications professionals, now focused on data, how to interrogate it and how to use it in a smart way.
I have never known such a genuine excitement in data. Every business presentation I attend, data is the key agenda item. And who would want something as crude as AVEs when technology offers so much, including the Cision platform, to identify the right influencers; track their story; analyse reach and impact and from that determine what else needs to be done!
So in looking ahead at industry trends for 2018 here is what I think:
Cision is a sponsor of the 2018 AMEC Global Summit in Barcelona. Register now to ensure your attendance at the comms industry’s most insightful event this June.
Barry Leggetter was talking to Cision.
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