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January 28, 2014


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The point of this post could have been made in a paragraph or less. Yes, econometric analysis in PR/communications is used to measure effectiveness and for optimization purposes. Ok, so drop the term ROI and, instead, use BCR and CEA. Really? It took you almost a 1000 words to say that?

There are exciting and complex issues regarding PR and marketing analytics, such as cross-channel attribution or how MMM should be used to optimize campaigns to increase ROI. Unfortunately, this post misses the mark and comes across as a rant.

Fraser Likely

Chris, thanks for your comments. Other than the fact you don't like a good and lengthy new year's rant, I see that you accept my basic premise and agree on the points raised. But, you say that there are new developments on the MMM front for example - but, you don't say what those might be. Maybe you could fill us all in, if indeed there are developments wherein ROI could be used in a way that CFOs would understand. Otherwise, I assume you are talking about CEA measures when you mention cross channel attribution, or BCR measures when talking about MMM. Let's hear more from what you've learned.

Mark Weiner

Fraser: thanks for your thoughtful opinion on PR-ROI. You've earned the respect of measurement experts and PR practitioners alike.

Chris: I look forward to reading your brief cross-channel attribution/MMM post. With your credentials as one of the one-percenters in communications today, I guess you're frustrated. But as PR measurement experts trying to elevate the profession, don't we share the goal of bringing everyone along with us?

Your "rant" accusation comes across as, well, a rant.

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