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.
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.