November 22, 2018
November is Measurement Month in the world of PR and communications. Brought to you by the good people at AMEC and supported by associations like the PRCA and ICCO. It’s a key period of the year when we put the time and effort in to think, discuss and explore the who, what, when, where, why, and how of the work we do.
I am a huge supporter of AMEC and the measurement crusade they are on. Indeed, I was involved in the design, development, and launch of the AMEC Integrated Evaluation Framework (IEF). I spoke recently at the AMEC/PRCA Value of Integrated Communications Conference. So as November came around this year, it was obvious to me what LEWIS would be pushing forward.
Over the last year, we have developed a new proprietary methodology to explore and measure the engagement levels of brands across the marketing ecosystem. The LEWIS Marketing Engagement Tracker (LEWIS MET)™ enables us to reveal the performance of many factors across the marketing spectrum from websites, paid search copy, and social media, to personalisation, analytics, and security.
We have been conducting LEWIS MET’s on groups of companies from sectors such as fintech, healthtech, travel and tourism, manufacturing, and automotive in many of our markets around the world. We have a library of them now available on our website. These studies have been incredibly well received, and it has sparked a lot of conversation and discussion.
For that reason, we decided to undertake a global study. We deployed the LEWIS MET against the top 300 from the ‘Forbes Global 2000: The World’s Largest Public Companies’ list. The result was the inaugural LEWIS Global Marketing Engagement Index™ 2018. We can see where brands are both strong and weak, challenged or exposed in their marketing engagement. For the first time, companies can quantitatively compare marketing engagement, both within their industry and with players in other sectors.
So why do we think this is so important and valuable? Our methodology allows us to tell companies who is winning the engagement battle, as well where brands have opportunities to engage with their customers wherever they are. It provides marketers with the ability to both look across the entire marketing engagement spectrum (the parenthesis) and drill down at specific marketing touchpoints (the analytical). To see how a weakness in one area can have a knock-on effect in another. How an insecure site is a risk to trust. How a lack of personalised search copy is a breakdown in relevance.
We believe that where Quantified Self enables people to look at data about their running, cycling, steps taken, calories eaten/lost, and heart rate to make lifestyle improvements, we believe the same applies to brand engagement. This is why we believe we are heralding a new era called Quantified Engagement.
The ability and importance of Quantified Engagement across the channels and joining them up in a more integrated manner is vitally important as we look to deliver better customer experiences.
So, as I look at Measurement Month in 2018, not only must we use frameworks like AMEC IEF to plan, manage and measure the work we do, but we must employ a mindset where we look across as well as drill down. Where we must challenge ourselves, our teams and/or our clients to quantify engagement.