Post on 22-May-2020
Taming the Data Dragon: How to Manage, Validate and Get
Insight From Your Data — Big or SmallKatie Delahaye Paine, CEO, Paine Publishing
Objectives
By the end of this session participants will be able to:• Identify the data they need to make better decisions
• Ensure that their data is clean and valid
• Produce reports that will make leadership swoon
Data is the language of management
0% 20% 40% 60% 80% 100%
Application articles
Contract wins
Exec Interview
Media advisory
Release + conference
Press release plus VNR
Product review
Industry issue
Trade show/event
No Message
Negative Message
Positive Message
3
ACA programs drive higher Optimal Content Scores, which correlate highly with web visits
0.41
0.44
0.47
AC items
ACA items
ACA Optimal ContentScore
Correlations between Web Visits and PR Metrics
Pearson r. value
4
4
0
50
100
150
200
250
300
020000400006000080000
100000120000140000
1/1/20
14 ‐ 1/7/20
141/8/20
14 ‐ 1/14
/201
41/15
/201
4 ‐ 1
/21/20
141/22
/201
4 ‐ 1
/28/20
141/29
/201
4 ‐ 2
/4/201
42/5/20
14 ‐ 2/11
/201
42/12
/201
4 ‐ 2
/18/20
142/19
/201
4 ‐ 2
/25/20
142/26
/201
4 ‐ 3
/4/201
43/5/20
14 ‐ 3/11
/201
43/12
/201
4 ‐ 3
/18/20
143/19
/201
4 ‐ 3
/25/20
143/26
/201
4 ‐ 4
/1/201
44/2/20
14 ‐ 4/8/20
144/9/20
14 ‐ 4/15
/201
44/16
/201
4 ‐ 4
/22/20
144/23
/201
4 ‐ 4
/29/20
144/30
/201
4 ‐ 5
/6/201
45/7/20
14 ‐ 5/13
/201
45/14
/201
4 ‐ 5
/20/20
145/21
/201
4 ‐ 5
/27/20
145/28
/201
4 ‐ 6
/3/201
46/4/20
14 ‐ 6/10
/201
46/11
/201
4 ‐ 6
/17/20
146/18
/201
4 ‐ 6
/24/20
146/25
/201
4 ‐ 7
/1/201
4
Relationship between ACA Program Mentions and Site Visits
Site Visits Program Mentions
More spokespeople would translate into better coverage
• Analysis showed that there was a positive relationship between the number of quotes and the volume of desirable coverage.
• Increasing the number of individual subject matter experts would increase the quality and quantity of coverage.
5
Signs that the Data Dragon is about to pounce
• The Glazed Eyeball Effect• Panic in Your Gut • I can’t fit it all in• Too many numbers, too little time
This Photo by Unknown Author is licensed under CC BY‐SA
6 Steps to Tame the Data DragonStep 1: Know your business goalsWhat outcomes is this strategy or tactic going to achieve? What are your measurable objectives?Step 2: Agree on metrics or acceptable proxies Define the investment. Clarify who are you are trying to reach. How your efforts connect with those audiences to achieve the goal? Step 3: Define your benchmarksWho/what are you going to compare your results to?Step 4: Define the metricsWhat are the indicators to judge your progress?Step 5: Select your toolsStep 6: Analyze the dataTurn into action, measure again.
7
6 Steps to Success
1
2
3
4
5
6
A82
Slide 7
A82 Make additionl slide with "Define the Investment" between #2 and #3
Author, 5/20/2013
Define Your Champagne Moment
8
• What return is expected? • Define in terms of the mission• Your champagne moment: If you are celebrating complete 100% success a year from now, what is different about the organization?
Definitions of “Success” • What’s the path?
The “Spark” – top tier media coverage
Quality media coverage conveys messages
Influencers generate understanding/awareness
Communications !s engagement
Engagement increases revenue. Revenue advances goals
9
Which data matters?
• Focus on the KPIs with pre‐assigned targets
• Analyze the outliers• Include the metrics that answer the “why?”
• Cluster the rest
The 6 Most Common Data Problems
• Duplicate data • Not enough data• Too much data• Too many metrics • Comparing apples to goats • Lack of standard terminology • Bots, spam and just plain bad data
How to Make Sure Your Data is Clean
• Only collect and report on the data that matters –i.e. connects to your goals
• Eliminate sources that aren’t relevant• Check for and eliminate duplicates• Make sure your data streams are parallel• Develop a standard dictionary for all vendors• Audit & test your data
12
Get the right data
13
• Survey or Online action Awareness• Survey or Online action Preference• Survey or Online action Consideration
• Sales contact system ‐CRM Leads
• Monitoring/listening or Survey Messaging• Monitoring/listening Visibility• Revenue/expenses Cost savings
Procter & Gamble
Purchase
Desirable Photo
Recommendation
Brand Benefit
My Favorite Metrics Events
• $$ Per Lead• $$ Per Minute spent with Prospect
• Pre/Post % in goal• Share of desirable voice in media and/or share of event hashtags
For Owned Digital/ and Social, use these
metrics:
• % ! in conversions• % ! in incoming queries
• % ! in preference/ consideration/trust
For Earned Media, use these metrics:
• % ! in conversions from earned content
• % ! in coverage containing 1+ key messages
• in share of desirable coverage vs. the competition
• % in share of undesirable coverage vs. the competition
• % ! in incoming queries• % ! in preference or consideration or trust or awareness
For Internal Communications, use these metrics:
• % in willingness to recommend
• % ! in employee engagement
• % ! in understanding of company priorities
Standard Definitions: What IS a “good article”?Desirable Criteria Score Undesirable Criteria Score
Positive: Leaves reader more likely to purchase, work for, or invest OR less likely to oppose
1Negative: Leaves reader less likely to purchase, work for, or invest OR more likely to oppose
1
Contains one or more positive messages 1.5 Contains one or more negative
messages 2
Event/Program is mentioned 1 No Event/Program is mentioned 0
Dispels a myth 2 Perpetuates a myth 2
Positive headline 2 Negative headline 2
Third‐party endorsement 1 Recommends competition 1
Contains desirable visual 1.5 Contains undesirable visual 2
Total Score 10 Total Score ‐10
Standard Definitions: Engagement Action Score
“Like”/Follow/Open/+1 .5
Favorites/Opens/Views .5
Comments 1
Shares content 1.5
Signs up to receive email or other owned content 4
Shares a link to an owned site 2.5
Total Score 10
24
Make Data your Bitch
• Figure out what kind of a story they need to hear • What’s keeping them up at night?
• What’s preventing them from earning their bonus?
• Analyze your data – What story can you tell
• Illustrate your story
Real Life
Use Metrics to tell Your Story
20
• Rank order results from worst to best• Stop doing the “worst” performing things
• Ask “So What?” at least three times• Find your inner “Data Geek” (or someone who is)
• Compare to last month, last quarter, 13‐month average
The Data is the Data
• Don’t be afraid of bad news• You learn more from failure• Suggest ways to improve•Make sure you relate data to goals
21
Correlation between Media Coverage and Goal Conversions (from Google Analytics)
0.28
0.399
0.405
0 0.1 0.2 0.3 0.4 0.5
Number of clips
Number of PositiveArticles
MQI Score
Pearson r value
Free entertainment generated the highest Optimal Content Scores
9.308.68
8.108.00
7.677.507.367.31
7.156.71
6.546.36
5.735.26
Free EntertainmentLady Antebellum ConcertSand Sculpting World Cup
Challenge TriathlonBoardwalk Hall Light Show
Hello SummerSand Blast
Miss'd America PageantBlake Shelton
Air ShowJuly 4th Fireworks
DO ACMeet AC
Miss America
Top Programs By Optimal Content Score (OCS)
23
23
Without ACA Events, Optimal Content Scores for Atlantic City Would Have Been Significantly Lower
The red line represents coverage of Atlantic City minus all mentions of ACA and its programs
4
3.252.75 2.99
3.652.96
3.36 3.24
2.34 2.37 2.43
1.30
‐1.24
0.37‐0.05
0.28 0.28
‐1.56
4.91
3.92
2.993.58
4.14 4.1 4.27 4.12 4.29
2.78 2.56
1.53
‐0.29
0.610.20
1.441.77
0.63
‐2
‐1
0
1
2
3
4
5
6
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May June
Average OCS
Score
Atlantic City OCS without ACA Atlantic City OCS with ACA 24
Because of ACA’s efforts:• Coverage was less negative, and more positive
• More downloads of the “Visitor Guide” were generated for less money
• People who saw news about Atlantic City are more likely to recommend and also perceive AC as fun and a place they are excited to visit – a key driver of preference.
24
Prioritizing Efforts
25
Market News InternationalJacksonville Business Journal Online
American BankerAtlanta Business Chronicle
ForbesMiami Herald
Jacksonville Business JournalNew York Times
Fox Business NetworkTimes‐Picayune Online
USA TodayUS News & World ReportWall Street Journal Online
Forbes OnlineWall Street JournalUSA Today OnlineCNNMoney.com
Atlanta Journal‐ConstitutionBloomberg Radio Network
Atlanta Business Chronicle OnlineEconomist
Fox Business OnlineBloomberg News
ReutersTheStreet
MSN Money (US)MarketWatch
Bloomberg TelevisionNew York Times Online
Calculated RiskCNBC
Washington Post OnlineMoneyBeat
TwitterBusiness Insider
CNBC OnlineReuters Online
NASDAQYahoo! FinanceSeeking Alpha
Outlets that Don't Include Key Messages Incorrect or Undesirable message No Message
Calculated Risk 2.42Atlanta Journal‐Constitution 2.40Fox Organizational Network 2.25Nightly Organizational Report Online 2.10WFLA‐AM (Fox News Radio) 2.00DealBook 1.63New Orleans City Organizational Online 1.00Forbes 1.00New Orleans City Organizational 1.00Miami Herald 1.00Facebook 1.00CNN Online 1.00Jacksonville Organizational Journal 1.00Reuters 0.91MarketWatch 0.90Economist 0.88FiveThirtyEight 0.75CNBC World 0.50Times‐Picayune 0.50Tennessean Online 0.50
Media Outlets with Lowest Quality Score
Dragon armor
• Focus on KPIs not metrics• Tell a story that leadership needs to hear
• Understand your data • Be the ultimate skeptic • Use only the data that tells a story • Use data that you can act on or that stops you from doing stupid stuff
• Use charts that illustrate your story • Only show the data that impacts the business, the rest can go in an appendix
This Photo by Unknown Author is licensed under CC BY‐SA
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• Visit Paine Publishing online: www.PainePublishing.com
• For any questions, email me: measurementqueen@gmail.com
• Follow me on Twitter: @queenofmetrics
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• Or call me: +01‐603‐682‐0735