Tag Archives | AR measurement

Effective Measurement: ARe we there yet?

IIAR laptop and post itsEffective measurement has become a bit of a challenge for AR practitioners, as stakeholders are demanding more tangible, immediate results that can easily be linked to business outcomes. With smaller teams and tighter budgets, AR professionals are under immense pressure to justify investment and prove overall value.

As such, the IIAR’s recent webinar on measurement and amplification, led by Oracle’s Gerry Van Zandt (LinkedIn@gerryvz), couldn’t have come at a better time. I’ve included below my key takeaways from the webcast as well as Gerry’s advice for anyone looking for help or inspiration around efficient AR measurement.

A major hurdle that I keep seeing, especially in organisations that don’t yet have mature AR programmes, is the inability to set AR-relevant objectives. Too many organisations still try and measure AR in the same way as PR and get massively frustrated by the meatier up-front investment and absence of immediate results. Continue Reading →

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IIAR Webinar: A Discussion on Effective AR Measurement and Amplification

On Friday 11th May 0800 PDT / 1100 EDT / 1600 BST, IIAR member Gerry Van Zandt (LinkedIn@gerryvz) from the Oracle Analyst Relations team will host an interactive discussion about how AR can better measure results, and more importantly how AR can better utilize these results.
AR managers and leaders tend to be highly focused on maximizing their firm’s placement in key analyst competitive evaluations, and improving what analysts are saying about their firm to their end-user clients.
However, the process doesn’t stop there!  Often, AR misses the more important aspect:  How can we as AR practitioners and leaders get our hard-earned results into the hands of the right people?  The sales and marketing teams; customer prospects; and existing customers?  How can we leverage and multiply the benefit of key analyst research to support the teams out there winning sales deals?

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[GUEST POST] Five timeless questions about analyst relations

Over the last 12 years, my colleagues and I have run dozens of webinars and telephone conferences to address the most frequently asked questions of analyst relations managers. This week I’ve been running the numbers, looking to see which topics got the most attention. Several of these topics were used more for than one event and, indeed, looking back even to 2003 I can see that some of the topics are timeless. Five thoughts come to mind. Continue Reading →

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“Why should I speak with him and her”

Yvonne Kaupp

Author – Yvonne Kaupp

Last week, the second German IIAR Stammtisch gathered AR professionals and analysts for a private dining event in central Munich, this led into an interesting and enjoyable discussion about AR measurement. The overarching question was how to best communicate internally the value analysts can bring to the business, and the value of well managed communications between vendors and analysts.

“Why should I speak to this analyst” is a question AR pros are often confronted with. The pressure on AR pros has risen during the past years in terms of showing the return of investments gained through analyst relations and showing the value analysts can bring. In recent years expectations have both grown and  changed. Analysts are well aware of the new challenges, and eager to learn how to address.

In past years reports, whitepapers and analyst advice were naturally part of the relationship, today budgets are tighter in many companies, and investments in analyst insights have shrunk. Or teams became smaller, and bandwidth more limited to support research projects. Even more important becomes the task to explain to the internal stakeholders the treasures analysts can open up for them, and the value they can bring to the business.

AR professionals can face very different challenges. For example, an AR manager working for a new company in a niche market and a strong growth rate may face different challenges to an AR manager working for a large and established player in a saturated market. At the IIAR Stammtisch we exchanged about the specific pain points each of these AR managers might experience and the differing ways forward.

AR professionals and analysts have a common interest – proof the value of their work. Whilst we can’t do without AR measurement this has to be a value discussion rather than a simply a counting exercise, like counting the number of reports, the number of tweets, of interactions and so forth. AR pros and analysts need to join forces and seek ways to provide value to both sides and proof of the value delivered. The German Stammtisch, as part of the IIAR, will explore quantitative value measurement of Company+AR+Analyst interactions for a future IIAR Best Practice Paper.

Look out for more updates on this topic. We welcome your thoughts and experiences, leave a comment below – how do you show value delivered ?

Author – Yvonne Kaupp, IIAR Board Member and Lead for the IIAR German Chapter

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IIAR Webinar: Best Practices in Measurement (11th July)

The IIAR is delighted to host the webinar covering Best Practices in Measurement on Thursday, July 11th at 4:00pm BST/11:00am EST. This is the rescheduled session from June.

The session will be moderated by Rebecca Bergman, Analyst Relations Manager at Digital Reality (LinkedIn, @Rebecca_DLR) and feature David Taylor (LinkedIn), author of the new IIAR Best Practice Paper in Measurement.

To attend this webinar, please contact Caroline Dennington at [email protected] for registration details.

A copy of the paper can be found on our Huddle Extranet. If you get a chance, have a read through and don’t forget to come to the session with lots of questions which David will be only too happy to answer!

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IIAR Webinar: Best Practices in Measurement (to be rescheduled in July)

Owing to technical issues, the Best Practices in Measurement webinar will be rescheduled to a date in July.

The IIAR would like to extend its apologies to those who tried to join the session today and also to the session moderator, Rebecca Bergman, Analyst Relations Manager at Digital Reality and David Taylor, author of the new IIAR Best Practice Paper in Measurement.

A copy of the paper can be found at https://my.huddle.net/workspaces/7600790/files/23495251.

 

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IIAR Best Practice Webinar: A practical guide to measurement

Measurement is one of the issues most often raised by AR professionals. A new IIAR Best Practice Paper by David Taylor has just been released. We will be hosting a Best Practice Webinar on the subject on the 20th June 11th July 2013.

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Next IIAR discussion group call on AR measurement and evaluation

Our next monthly discussion group teleconference is next Wednesday, January 20th, on the topic of AR measurement and evaluation.

The call will be lead by Ellie Warner, who recently authored a Best Practice white paper on this topic for the IIAR.

IIAR members who would like to join the call, please contact Hannah Kirkman for dial in details.

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New IIAR Best Practices Paper on AR Measurement

With AR budgets ever under pressure and AR as a discipline moving increasingly towards a shared-risk/rewards engagement model with the analysts, what should AR measurement look like? Is there still a place for measuring pure operational activity or should the AR community be looking more towards demonstrating its strategic contribution to the business, and measuring real impact on the sales cycle?

This new IIAR Best Practices paper by Ellie Warner (LinkedIn@elliewarner) provides plenty of vendor and service provider examples, tips and food for thought for AR professionals wanting to build or improve their AR measurement programs. Available to IIAR members to download free-of-charge from the IIAR website at www.analystrelations.org it can be viewed and downloaded by going to Library -> Best Practice White Papers and Teleconferences -> White Papers.

The link for IIAR members is http://is.gd/hMXng.

Should we be asking the analyst community, or is it up to us to define our picture of success? Operational or outcome-based: what does your AR measurement program look like? What best practices would you like to share with your peers?

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The Fundamentals of AR Measurement and Evaluation

Most AR professionals recognise the importance of measurement and evaluation, but many admit that it’s a subject they struggle with.

To help AR professionals improve their knowledge and understanding, we held a best practice conference call during June on “The Fundamentals of AR Measurement and Evaluation”.

On the panel were two in-house AR leaders:

  • Kathy Nottingham – director of industry analyst relations for Lawson Software.
  • Pauline Respondek – senior manager, market intelligence – EMEA for Research in Motion.

Joining them were two specialist AR consultants:

  • Martin Tilling – VP services at Lighthouse Analyst Relations
  • Stephen England – president and partner at The Knowledge Capital Group

The final panel member was Dr Ralf Leinemann – marketing program director for Matchcode. Ralf has authored several books on marketing communications and measurement and evaluation across a range of PR disciplines.

The call heard a world class panel cover three main areas

  • why measure AR
  • how to measure AR (activity reporting v media coverage v perception tracking v report mentions v sales impact etc), and
  • the limitations (aka the importance of setting expectations).

In addition, Kathy shared insights into the work that Lawson is doing on how analyst relations drives sales while Pauline talked about how RIM uses a range of tools to determine the effectiveness of its AR activities.

Many thanks to all our panellists for sharing their experience, knowledge and opinions.

Thanks also to T-Systems for donating the conference call facility.

A recording of the call is available for members to download from the IIAR website, along with the presentation slides used by Kathy and Pauline.

We are also writing a white paper on the subject which will be available in the next couple of months.

 

 

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