Weber Shandwick Launches ARROW Measurement Methodology
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Weber Shandwick Launches ARROW Measurement Methodology

Weber Shandwick has launched an integrated suite of communications metrics to help clients better demonstrate return on investment across online and offline campaigns.

Paul Holmes

SAN FRANCISCO—Weber Shandwick has launched an integrated suite of communications metrics to help clients better demonstrate return on investment across online and offline campaigns. The new “ARROW Measurement Suite” includes more than 150 standard performance indicators that can deliver regular insights and metrics on campaigns, markets, audiences and competitors.

 

And while many PR measurement tools evaluate success or failure at the conclusion of a campaign, the firm says the ARROW metrics and services can be easily deployed for monthly or weekly measurement, so clients can make timely business and communications decisions based on real-world data.

 

The ARROW model examines five connected categories of Activities, Reach, Relevance, Outcomes and Worth and is designed to help clients demonstrate a stronger link between communications efforts, marketing results and business outcomes.  It employs a variety of research methods including polling, surveys, focus groups, media content analysis, social media analysis, web analytics, competitive intelligence, advocate profiling, advocacy network analysis and marketing mix analysis.

 

According to Tim Marklein, Weber Shandwick's executive vice president of measurement and strategy: "Public Relations has never been more valuable, but that value needs to be more clearly and easily demonstrated. Our clients are eager to have new metrics that show PR's impact on sales, trials, registrations, loyalty and Advocacy, among other outcomes. They're also asking for help to understand the interplay between offline and online campaigns. That's the sweet spot for ARROW, and our new suite will help clients more affordably integrate those metrics and market insights into their decision-making."

 

He says ARROW is fueled by an "open architecture" approach that leverages existing company data and third-party data sources together with original research, all of which are organized and analyzed to identify trends, patterns and insights that are meaningful to a client's business situation and objectives.

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