“Gone are the days of single-use outputs and ‘data-dumps!” we rally from our desks and  from behind our monitors. At least, that’s what I’m picturing we’re all doing after listening to the recent “Ask the Experts Global Summit Wrap Up” panel series from the North America Chapter reacting to information presented at the International Association for the Measurement and Evaluation of Communications (AMEC) 2021 global annual summit.

Experts Tressa Robbins (Burrelles), Todd Grossman (Talkwalker), and Todd Murphy (Universal Information Services) shared their key takeaways from this year’s globalsummit on “Communication Accountability: Planning, Purpose, and Proof”.  While listening to the experts discuss the future of measurement, it’s clear we are entering into an age where it’s not just the data itself that’s important. More than ever before clients are hungry for what our data means, how to integrate it into other efforts, and make it all jive together. In short, they want to know the answer to “so what?”

AMEC’s experts highlighted three main considerations we as industry members need to keep in mind when navigating this new era of measurement:

· Avoid researching in a vacuum

· Push to be a part of planning

· Minimize limiting behaviors

Avoid Researching in a Vacuum

All experts agree that clients are looking to us to boil down what our results mean, into insights versus simply data points. Todd Murphy specifically cautions us to not “invent in a vacuum”,where we are not listening to what the client truly wants to know and how the results will be used. Tressa echoed this sentiment, by saying one of the most impactful sessions was by Nicole Moreo, who discussed avoiding doing research that just sits on a shelf. By finding the ways the information and insights can live on and be impactful, we can avoid doing research for the sake of research. This not only makes for more relevant findings and actionable opportunities, but happier and more trusting clients.

Push to Be a Part of Planning

As measurement and research professionals, it’s our job to connect the right people with our messages at the right time. We do this by asking ourselves “what’s the human question” we’re trying to answer, according to Tressa. But it can be challenging to connect all the dots if we’re brought into the planning process late-game. Experts agree that we need to make the most of our planning time by thinking about the right structure and path forward. We need to build from what our clients are truly trying to understand.

Minimize Limiting Behaviors

While the above may sound like a wellness mantra, it’s true in measurement as well. Behaviors that limit us in measurementstem from working in silos. The more we can breakdown silos to work in an omnichannel environment, the better says experts Todd Murphy and Todd Grossman. Data sources like social should no longer be treated separately from other sources, as experts call for a “democratization” of data to uncover the most impactful insights that matter.

Solely relying on AI outputs is another limiting behavior. I know this may seem counter-initiative at first, as AI technology has allowed us to be more efficient in processing large data sets. Yet, hinging our reporting on AI outputs limits our ability to draw relevant connections and understand impact. While AI analytics helps us be more efficient, we still need human checks and balances Tressa cautions.

Despite potential challenges, all experts are excited about the future of measurement in this era. By being client centric, engaging in proactive planning, and avoiding limiting behaviors, we can help our clients understand the “so what?” that they really want to know.

For more information about the sessions and trends discussed at the August “Ask the Experts Global Summit Wrap Up” panel series for the North American Chapter, and AMEC’s 2021 Global Summit “Communication Accountability: Planning, Purpose, and Proof”, check out the below blog posts for additional details: