For agencies like PAN, this shift sparked a similar evolution in our reporting methodology. Over the last decade, we\u2019ve strategically recalibrated our approach to measurement to match our clients\u2019 growing focus on ROI. Our data, insights, and the resulting recommendations are consistently tied back to our client\u2019s overarching business goals, to show how we\u2019re progressing toward key milestones and reinforce the role our partnership plays in an organization\u2019s growth. <\/p>\n\n\n\n
A key challenge of this new methodology, however, lies in determining the right metrics to measure success. Which data points support the impact stories our clients want to tell? Which metrics effectively demonstrate change? Which key performance indicators (KPIs) align to each clients\u2019 specific goals? <\/p>\n\n\n\n
Finding The Metrics That Matter<\/strong> <\/h2>\n\n\n\nToo often, communications professionals define their success by the amount of work completed. Reports are packed with metrics like: <\/p>\n\n\n\n
\n- Number of earned media articles secured <\/li>\n\n\n\n
- Number of interviews secured <\/li>\n\n\n\n
- Number of award\/speaking opportunities submitted\/identified <\/li>\n\n\n\n
- Number of campaigns launched <\/li>\n\n\n\n
- A list of optimizations or the A\/B tests executed <\/li>\n<\/ul>\n\n\n\n
These metrics are useful for tracking progress toward contract milestones and providing situational context, but they don’t illustrate the true value of marketing efforts. These KPIs focus on the volume <\/em>of work produced, not the impact <\/em>of our collaboration. <\/p>\n\n\n\nFocusing on Impact Metrics<\/strong> <\/h3>\n\n\n\nAt PAN, we\u2019ve found that strong impact stories come together when teams right-size output metrics and zero in on KPIs that are impact- and value-centric. Think about metrics for PR measurement<\/a> like:\u00a0<\/p>\n\n\n\n\n- Referral traffic from earned media <\/li>\n\n\n\n
- Cross-channel brand engagement <\/li>\n\n\n\n
- Article readership for secured opportunities <\/li>\n\n\n\n
- Key message pull through <\/li>\n\n\n\n
- Engaged website sessions <\/li>\n\n\n\n
- Clicks and conversions <\/li>\n\n\n\n
- CPC, Cost per Conversion, CPA <\/li>\n\n\n\n
- Qualified leads <\/li>\n\n\n\n
- Engaged accounts <\/li>\n<\/ul>\n\n\n\n
Prioritizing these KPIs helps to quickly and easily showcase value \u2013 they directly link PR and marketing efforts to our clients\u2019 business performance and highlight how our partnership contributes to overarching pipeline. <\/p>\n\n\n\n
Instead of simply reporting on the volume of work, these metrics help to preemptively answer the questions we expect our partners to ask when they look at our reports. We know they\u2019re not just thinking about the number of media placements or campaign impressions; they want to know: <\/p>\n\n\n\n
\n- How did this impact our brand or product awareness? (article readership, key message pull through) <\/li>\n\n\n\n
- How did this contribute to our pipeline? (referral traffic, leads volume, engage accounts, etc) <\/li>\n\n\n\n
- How much did this cost? How does that cost compare to the value generated? (CPC, CPA, etc) <\/li>\n<\/ul>\n\n\n\n
Related Read \u2013 Brand Awareness: Top Metrics and Key Performance Indicators (KPIs)<\/a><\/strong><\/p>\n\n\n\nSetting a Strong Foundation<\/strong> <\/h2>\n\n\n\nDefining Success<\/strong><\/h3>\n\n\n\nIn our experience, determining which metrics will best answer these questions for each client begins with goal setting. Goals set the foundation for our strategies, but they\u2019re also the touchstone for our reporting. <\/p>\n\n\n\n![\"\"](\"https:\/\/www.pancommunications.com\/wp-content\/uploads\/2024\/10\/image-1-1024x555.png\")
<\/figure>\n\n\n\nGoal setting should be a dynamic, ongoing process, where KPIs and key milestones are periodically revisited and adjusted to align with changing business objectives. When setting or re-evaluating goals with a client, we ask questions like: <\/p>\n\n\n\n
\n- What does success look like for the next quarter, year, etc.? How will we know we\u2019ve made an impact? <\/li>\n\n\n\n
- What key milestones is your team working towards? How does your organization measure those milestones? How do those connect to other department goals? How do they ladder up to your organization\u2019s overall success? <\/li>\n\n\n\n
- How can we best measure our accomplishments as partners? What does a successful partnership look like to you? <\/li>\n<\/ul>\n\n\n\n
Posing these queries early and often helps us determine which metrics really matter to our clients, how we can best contribute to reaching their goals, and how we should communicate our impact on their success. <\/p>\n\n\n\n
Evaluating Our Shared Tech Stack<\/strong> <\/h3>\n\n\n\nOnce we find the right mix of impact metrics<\/a>, we have to figure out how <\/em>to measure them. Modern marketers rely on a range of tools to gather and analyze data. Whether we\u2019re gathering historical benchmarks or evaluating real-time performance trends, having the right tools in place ensures our reporting is robust and actionable. <\/p>\n\n\n\nWhen evaluating a partner\u2019s tech stack, we strive to understand: <\/p>\n\n\n\n
\n- What tools are in the stack? What capabilities can we leverage? Are there gaps we need to fill? <\/li>\n\n\n\n
- What agency tools can we leverage to provide a more holistic picture? (Performance data, competitive landscape, industry benchmarks, etc.) <\/li>\n<\/ul>\n\n\n\n
This helps us gain a clear picture of the tools at our disposal, the level of access and collaboration required to get the data we need, and any gaps we need to address to be successful. <\/p>\n\n\n\n
It\u2019s also important to remember that measurement is an ongoing process<\/a>. The best stories are ones that are told with a rich layer of detail, and the depth and accuracy of those details is extremely important. Ensuring measurement is an \u201calways on\u201d component of programs, and that our shared tech stack supports regular analysis, empowers teams to track progress, identify optimizations early, and ultimately build strong impact stories throughout the quarter. <\/p>\n\n\n\nHighlighting Impact Over Output<\/strong> <\/h2>\n\n\n\nData-driven storytelling is both an art and a science. The science lies in the meticulous gathering, interpretation, and analysis of data. The art lies in where we shine the spotlight \u2013 in knowing how to communicate the data across teams to show how our work is making a difference. <\/p>\n\n\n\n
In prioritizing measures of impact over measures of output, we\u2019ve opened the door to better data-driven storytelling and more impactful business narratives. We\u2019ve learned that, while output metrics are useful, they should never be the hero of the story. High-quality reports are centered around impact \u2013 around how our contributions and collaboration are moving the needle on our client\u2019s business goals, driving key milestones, and proving the value of our partnership. <\/p>\n\n\n\n
Explore how we\u2019ve used data-driven storytelling to drive meaningful results<\/strong> as a digital marketing communications agency<\/a>:\u00a0<\/strong><\/p>\n\n\n\nLaunching empowered work with a data-first approach to media relations<\/a> <\/p>\n\n\n\nAccelerating scientific innovation through effective multi-channel strategies<\/a> <\/p>\n\n\n\n
These metrics are useful for tracking progress toward contract milestones and providing situational context, but they don’t illustrate the true value of marketing efforts. These KPIs focus on the volume <\/em>of work produced, not the impact <\/em>of our collaboration. <\/p>\n\n\n\n At PAN, we\u2019ve found that strong impact stories come together when teams right-size output metrics and zero in on KPIs that are impact- and value-centric. Think about metrics for PR measurement<\/a> like:\u00a0<\/p>\n\n\n\n Prioritizing these KPIs helps to quickly and easily showcase value \u2013 they directly link PR and marketing efforts to our clients\u2019 business performance and highlight how our partnership contributes to overarching pipeline. <\/p>\n\n\n\n Instead of simply reporting on the volume of work, these metrics help to preemptively answer the questions we expect our partners to ask when they look at our reports. We know they\u2019re not just thinking about the number of media placements or campaign impressions; they want to know: <\/p>\n\n\n\n Related Read \u2013 Brand Awareness: Top Metrics and Key Performance Indicators (KPIs)<\/a><\/strong><\/p>\n\n\n\n In our experience, determining which metrics will best answer these questions for each client begins with goal setting. Goals set the foundation for our strategies, but they\u2019re also the touchstone for our reporting. <\/p>\n\n\n\n Goal setting should be a dynamic, ongoing process, where KPIs and key milestones are periodically revisited and adjusted to align with changing business objectives. When setting or re-evaluating goals with a client, we ask questions like: <\/p>\n\n\n\n Posing these queries early and often helps us determine which metrics really matter to our clients, how we can best contribute to reaching their goals, and how we should communicate our impact on their success. <\/p>\n\n\n\n Once we find the right mix of impact metrics<\/a>, we have to figure out how <\/em>to measure them. Modern marketers rely on a range of tools to gather and analyze data. Whether we\u2019re gathering historical benchmarks or evaluating real-time performance trends, having the right tools in place ensures our reporting is robust and actionable. <\/p>\n\n\n\n When evaluating a partner\u2019s tech stack, we strive to understand: <\/p>\n\n\n\n This helps us gain a clear picture of the tools at our disposal, the level of access and collaboration required to get the data we need, and any gaps we need to address to be successful. <\/p>\n\n\n\n It\u2019s also important to remember that measurement is an ongoing process<\/a>. The best stories are ones that are told with a rich layer of detail, and the depth and accuracy of those details is extremely important. Ensuring measurement is an \u201calways on\u201d component of programs, and that our shared tech stack supports regular analysis, empowers teams to track progress, identify optimizations early, and ultimately build strong impact stories throughout the quarter. <\/p>\n\n\n\n Data-driven storytelling is both an art and a science. The science lies in the meticulous gathering, interpretation, and analysis of data. The art lies in where we shine the spotlight \u2013 in knowing how to communicate the data across teams to show how our work is making a difference. <\/p>\n\n\n\n In prioritizing measures of impact over measures of output, we\u2019ve opened the door to better data-driven storytelling and more impactful business narratives. We\u2019ve learned that, while output metrics are useful, they should never be the hero of the story. High-quality reports are centered around impact \u2013 around how our contributions and collaboration are moving the needle on our client\u2019s business goals, driving key milestones, and proving the value of our partnership. <\/p>\n\n\n\n Explore how we\u2019ve used data-driven storytelling to drive meaningful results<\/strong> as a digital marketing communications agency<\/a>:\u00a0<\/strong><\/p>\n\n\n\n Launching empowered work with a data-first approach to media relations<\/a> <\/p>\n\n\n\n Accelerating scientific innovation through effective multi-channel strategies<\/a> <\/p>\n\n\n\nFocusing on Impact Metrics<\/strong> <\/h3>\n\n\n\n
\n
\n
Setting a Strong Foundation<\/strong> <\/h2>\n\n\n\n
Defining Success<\/strong><\/h3>\n\n\n\n
<\/figure>\n\n\n\n\n
Evaluating Our Shared Tech Stack<\/strong> <\/h3>\n\n\n\n
\n
Highlighting Impact Over Output<\/strong> <\/h2>\n\n\n\n