This year AMEC’s annual Global Summit on Measurement and Evaluation went virtual for the first time, but it was just as jam-packed with nuggets of wisdom from industry experts from around the world.
Here’s Mischief’s Senior Strategist (and AMEC Award Young Professional of the Year nominee) Daniella Graham with four of her takeaways…
Outcome-focused planning is essential
We’ve been banging the drum on this one at Mischief for a while, but it’s something that is clearly becoming an increased priority across the communications industry. From Visit Britain to the World Bank, more and more organisations are building robust measurement into their planning processes, ensuring that clear outcomes are a core focus from the very beginning.
This is reflected in the updated Barcelona Principles, unveiled by Ben Levine at this year’s summit, which now state that setting goals is ‘an absolute prerequisite to communications planning’. The updated principles also recognise that outcomes and impact take many forms, stating that ‘outcomes and impact should be identified for stakeholders, society and the organisation’.
Value search listening, not just social listening
One of my favourite lines from the summit came from Sophie Coley, who said: “If people live their best life on Instagram, they live their real life on Google.” She is a strong advocate for using search listening, looking at what people are searching for on Google to delve deeper into how people are really behaving. If you haven’t already used it, I love AnswerThePublic for this…
Embrace the power of data storytelling
OKCupid’s Michael Kaye advocated for more use of data storytelling, combining data, narrative and visuals to engage audiences. He talked about various ways they had interpreted data to create stories, my favourite being their coining of the term ‘Thunberging’ – when daters bond over their passion for environment – after noticing a huge uplift in the number of people mentioning climate change, the environment and Greta Thunberg on their dating profiles.
Collaboration opens up a world of possibilities
‘Collaboration’ became the unofficial buzzword of the summit, referenced by numerous speakers as vital to effective planning, measurement and evaluation. One definition of communication is simply ‘the exchange of information’, and the power of collaboration to open doors became a common theme. Intrado’s Ben Choder and ICR’s Katie Creaser urged greater collaboration between marketing disciplines to share data and help prove the impact of communication, while others like World Bank’s José de Buerba generously shared data from their own campaigns to give inspiration on how we can measure our own campaigns. One simple tip to start now: make sure you’re talking to clients about the information they have in their business, beyond the communications teams. Some of the most interesting nuggets of wisdom often come from the most unexpected places…