You will no doubt have seen the announcement that AVEs are to be banned for this year's PR Week Awards (that's the process of measuring the value of PR coverage by giving it a value equivalent to the advertising spend it would have taken to buy that space).
In my world this has long been the case. Engagement, sales, reach, sentiment, conversion and community have long been a more valuable measure of our work.
For those looking at reviewing their measurement tools, it's worth reading this article in Harvard Business Review by Coca Cola's CMO on moving from audience size to levels of engagement as a measure of marketing.
Comments