Survey: 101 CCOs on PR Measurement

Nasdaq Corporate Solutions and KRC Research conducted a survey of 101 CCOs across North America and Europe who work for companies which had at least $500 million in annual revenue. The purpose of the research is to shed light on the attitudes and behaviors among today’s CCOs toward performance measurement and organizational KPIs. More specifically, we wanted to learn more about the effectiveness of KPI measurement, the pros and cons of a KPI system, the types of KPIs used by today’s CCOs, and their measurement practices.

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An analysis of the data suggests communications leaders are taking a mature look at measurement and how their activities track against business goals. Yet CCOs still struggle with which key performance indicators (KPIs) to prioritize and their ability to shape the measurement strategy at their company.

Highlights from the CCO Measurement Survey include:

  • Convergence of PR and Marketing

    65% of CCOs are accountable for one more marketing KPIs, illustrating the convergence of PR and Marketing.

  • CCOs Value Far More KPIs than the Number They Actually Track

    90% of CCOs agree on 12 different KPIs to continue tracking. Yet they actually track far fewer.

  • Lack of Influence on KPI Selection

    55% of CCOs have the ability to influence or change KPIs.

  • Advertising Value Equivalency (AVE) Still a Favorite KPI

    CCOs were asked to identify the most important KPI to track. Top 3: Customer Lead Conversion (16%), Brand Awareness/Consideration (15%), Advertising Value Equivalency (10%).

Check out the infographic for highlights from the survey and download the full report.



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