Measurement
Tools We'd Like to See
Katie
Delahaye Paine's
Top Ten Measurement Tool Wishes
for 2009
1.
An operant conditioning device
...attached to a sensitive body part of all corporate spokespeople that
gives them increasingly painful sensations when they stray off message, and increasingly
pleasurable sensations the more on message they are.
2.
One source...
...that accurately, and completely gathers items from newspapers, magazines,
TV, radio, blogs, Twitter, online publications, websites, YouTube, Facebook,
Flickr, etc. I know I've been asking for this for five years, but Santa, I've
been really really good and really, really patient and I want it now! I
can't be the only one: Who in their right minds wants to filter through eNR,
Cision, Meltwater, Burrelles, Vocus, VMS, Radian6, Google News, TVEyes, Critical
Mention, and god knows what else just to make sure you're tracking the content
of all your key publications?
3.
A charting
program that gives results like this...
...for PR measurement that will automatically take the data
from a media content analysis and create a chartogram to indicate where
our clients have the most visible presence, the most favorable presence,
the most negative presence, and where the most messages are appearing.
4.
100% accuracy...
...from whatever source we use for content collection.
5.
SPSS style statistical analysis...
...for Google Analytics. I want the ability
to integrate Google Analytics with things like Twinfulence, my blog stats
and other analytic tools so I can actually figure out whether my
obsession with
Twitter really is driving business to my website. It looks that way, but
I want some factor analysis to make it real.
6.
Google predictive analysis...
...I want to be able to use Google Analytics to
tell me what I should be doing more of. Google Analytics is great at doing
stuff like that if you're selling widgets, but I want the same capability
for services.
7.
Another charting program...
...that automatically puts little bubbles on the chart
to signify major events that are driving a change in the results.
It's a
little thing but it makes me nuts to have to manually add explanations to
our client's charts.
8.
An interactive application for iPhones and Android phones...
...that allows
people to instantly give feedback on what they are seeing, reading,
watching or hearing
directly into our database.
9.
A better way than just tags...
...to search for brand mentions on YouTube
and Flickr.
10.
A required course on how to measure results correctly...
...for
everyone who graduates with a degree in Public Relations or Mass
Communications. (And,
of course, it would be nice if my book, Measuring
Public Relationships,
were required reading.) 
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