Lightning round, Bayfront B Room, InterContinental Miami

Let’s be real: Most PR agencies suck at measurement and evaluation. They are either afraid of it, bored by it, confused by it, or some combination of the three. And they are not helped by clients who are not more demanding in this area. Within every agency is someone who knows this has to change, and that the potential rewards for that change are enormous – but they do not know where to start. In this session we’ll talk about the need for modern agencies to foster a data-driven culture, how to go about it, and the benefits of doing so.

Key takeaways include:

• The lies agency people tell themselves about measurement and evaluation;
• Why creating a data-driven culture is essential for success;
• Where to start.