Is the real barrier to measurement vanity? Ego? No space to fail and learn? How can we sell measurement in a business climate that is risk averse?
The workshop will discuss:
The unspoken barrier to adopting better standards of effectiveness measurement
Where we go wrong in taking away the “candy” that marketers love
New research insights on this overlooked issue
Commentary from regional marketing panel
How we break out of metrics that reward tried and tested work
Practical tips on how to overcome these challenges to advance measurement.
Panel: Christopher Daguimol, Regional PR Director, ZALORA Group Khali Sakkas, Chief Executive, Research & Insights, Isentia Lavanya Wadgaonkar, Vice President – Communications, Asia & Oceania, Nissan Motor Asia Pacific Co., Ltd
Moderator: Marion McDonald, Chief Strategy Officer, Ogilvy Public Relations APAC and AMEC Fellow
Walking the Talk – Getting Real Value from Data
Big Data is everywhere but how much have we really progressed in the use of research and measurement in communications? The stats are positive but what’s the real story and more importantly, how do we improve it?
This workshop will explore:
Is measurement going beyond “ticking the box” and being embedded into real world processes and day-to-day comms activities?
Is data being used to drive communications strategy?
How can we make metrics more consumable and connected to decision-making
How do we create a culture that values metrics?
Panel: Rachana Panda, Chief Communications Officer & Citizenship leader, GE South Asia Aseem Sood, CEO, Impact Research & Measurement Matthew Stanton, CEO, King Content
Moderator: Ruth Pestana, Director, Ketchum Global Research & Analytics
How to use the new AMEC Framework – a practical tutorial
AMEC introduced its integrated Evaluation Framework at the AMEC Global Summit 2016 in London. In this practical “how to” session, two of the international team who developed the Framework will explain why it was needed, what it is, and how to get the best results from adopting and using it.
Why it matters
Moving beyond “vanity metrics”
How to get started with the Framework.
Identifying what success looks like
Telling the ‘measurement story’
Presenters: Richard Bagnall, CEO PRIME Research UK and AMEC Chair Paul Hender, Head of Insights, Gorkana.
Exclusive Release of Global Research
Latest Trends and Best Practice in Measurement and Evaluation Globally
The most widely agreed fundamentals of evaluation worldwide.
Latest models and approaches – which industries and sectors do it best
Getting beyond models to applied evaluation
10 informal and 30 formal research methods you need to think about
Getting to the next level – showing VALUE
Presenter: Jim Macnamara, PhD, Professor of Public Communication at the University of Technology Sydney
Professor Macnamara has spent the past 18 months examining evaluation frameworks and models used in advertising, public relations, government communication, health communication and other communication fields
Measurement in a post-truth world: how does the measurement and research industry need to address fake news and alternative facts?
In this workshop – organised by AMEC’s Global Young Leaders Group – we will look at how to face up to and deal with the new global challenges of fake news and “alternative facts” in traditional and social media.
How has the prevalence of fake news and “click bait” impacted the measurement industry?
Will facts prevail or alternative facts persist?
What do institutions, both public and private, need to be aware of?
How do research and evaluation professionals address public scepticism?
How are journalists, publishers and researchers as well as authorities dealing with the fake news challenge?
Ngaire Crawford, Insights Manager, New Zealand, Isentia Ben Levine, Vice President, Ketchum Global Research & Analytics and Co-Chair of AMEC Global Young Leaders Group Michael O’Connell, Managing Director, AAP Medianet
Measurement in action: The latest trends from around the world!
This workshop brings actionable trends from new research and campaign results from around the world. In this session you will learn:
The perfect data storm…Just because we can do, does this mean we should do?
What is the consumer reaction under a multi-channel communications bombing?
‘Big data’ profilerates – well, is all data equal? Is all data objective?
How big data can affect business results in sales, profits and customer experience
How we can make sure insight from social media is actionable
Insights into how communication changes spectator behaviour – and how behaviour changing the way we communicate
Speakers: Christophe Dickès, EMEA Internal Communication & Copyright Director, Kantar Media Kasper Hülsen, CCO, Infomedia Per Østergaard Jacobsen, Lecturer and Project Manager, Copenhagen Business School Anna Rokina, Global Social Analytics and Listening Lead, Lenovo Lasse Skjoldan, Senior Advisor, Infomedia