The Intersection of Data, Planning and Measurement - Agenda

The Intersection of Data, Planning and Measurement
Buy Tickets Event Summary

Thursday 6th February 2025

Virtual tickets £225 +VAT. Face-to-face from £550 +VAT.

08:30

Registration, refreshments and networking

Tea, coffee and a selection of snacks served in the canal-side breakout lounge.

09:00

Chairperson's welcome

Ben Smith

Chair
Ben Smith

PRmoment, founder

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Ben Smith

Chair

Ben Smith

founder, PRmoment

Ben has over 20 years of publishing experience, building B2B communities through digital content, predominantly in the UK. PRmoment also has a franchise in India and a significant readership in the US.

Ben launched PRmoment in 2008and Creative Moment in 2018. He hosts the PRmoment Podcast, and no one globally has created and designed more speaker programmes for PR events in the last 15 years.
Ben is the curator of The PR Masterclass: PR & AI.

09:05

Masterclass 1
How to build a PR evaluation framework

Marianne Morgan

Speaker
Marianne Morgan

Information Commissioner's Office, insight and evaluation lead

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Marianne Morgan

Speaker

Marianne Morgan

insight and evaluation lead, Information Commissioner's Office

Marianne is a specialist in measurement and evaluation of communications and a former board director for the Association for the Measurement and Evaluation of Communications (AMEC).

Her expertise includes developing impactful reporting to measure the business benefits delivered by communications. Passionate about identifying insights that will inform and improve client campaigns.

Marianne's current role includes overseeing comms insight and evaluation at the Information Commissioner’s Office (ICO). She previously founded, built and led AMEC's Small Research and Measurement Team of the Year at Citypress (2022, 2021 and 2019 winners), providing consultancy to clients and developing new measurement methodologies.

  • The rules of PR measurement
  • Should you use an off the shelf measurement framework or build your own?
  • How to tweak a measurement framework for your own organisation
  • How to engage your internal stakeholders with your PR measurement
  • Agency top tips: How to implement a PR evaluation framework
  • In-house team top tips: How to implement a PR evaluation framework

09:35

Masterclass 2
A practical guide: How to measure the outputs and outcomes of your PR campaigns across multiple channels

Maya Koleva

Speaker
Maya Koleva

Commetric, director of research & insight

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Maya Koleva

Speaker

Maya Koleva

director of research & insight, Commetric

Maya Koleva has 15+ years of experience in the communications measurement and evaluation industry. She consults clients on integrated campaign evaluation, competitor benchmarking, KPI setting, methodologies for landscape studies for PR planning and shaping long-term measurement programs. Maya often works directly with clients’ in-house teams or agency partners, as well as technology vendors across the PR measurement spectrum. In her role as Director of Research and Insight, she is also heavily involved in integrating AI-based tools and technologies into new products, research methods, and operational processes – and often discusses with clients how the use of automation or generative AI can or cannot help in their specific use cases and needs.

Maya holds a PhD from Sofia University's Faculty of Journalism and Mass Communications. In her doctoral research, she applied named entity oriented network analysis to news media content in order to measure stakeholder representation and media bias in coverage on global issues. Maya also holds a MA in Public Policy from Central European University, where she focused on measuring the effectiveness of awareness campaigns as a policy instrument.

  • Practical tips for how to set up baseline metrics for your organisation
  • Understanding outcome and impact metrics
  • What are the most popular output and impact metrics in public relations?
  • Understanding the perspective of the different data stakeholders across your organisation
  • A practical example of how an integrated campaign across multi channels isolated the output and impact metrics

10:05

Masterclass 3
Did you get a second opinion? Trade-offs and pitfalls of different measurement approaches

Daniel Stauber

Speaker
Daniel Stauber

Meta, marketing science manager

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Daniel Stauber

Speaker

Daniel Stauber

marketing science manager, Meta

  • Ending PR’s data inferiority complex: Data is not a hard truth
  • You must decide which is the right level of measurement for your organisation - you can always do more
  • Why marketers have got it wrong: Direct response promotion was never a long-term tactic

10:35

Masterclass 4
The PR Tools showdown: Which PR data tools are the best?

Jonny Bentwood

Speaker
Jonny Bentwood

Golin, global head of data & analytics

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Jonny Bentwood

Speaker

Jonny Bentwood

global head of data & analytics, Golin

Jonny Bentwood heads data and analytics globally at Golin. Awarded four consecutive back-to-back wins from 2019 to 2022 for AMEC Large Research and Measurement Team of the Year, Jonny has put data at the centre of communications.

In his role, Jonny enables Golin’s clients to be data-driven. A firm believer that when art is combined with science and decisions purely based on instinct are rejected, then clients will have winning programs. A champion of using data to deliver focus through the customer journey, Jonny has challenged historic approaches to measurement to evolve the approach from descriptive to prescriptive to predictive.

  • A comparison of the best PR tools for media monitoring, social listening, audience integration, misinformation and emotion
  • The tools will the rated on: data coverage, business model, AI interface, user interface, user set up, service and price

11:05

Refreshments and networking break

11:35

Masterclass 5
PR Planning: What data do you need and where do you get it from?

Lucy Hart

Speaker
Lucy Hart

The Romans, executive strategy director

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Lucy Hart

Speaker

Lucy Hart

executive strategy director, The Romans

Lucy has worked in brand building for around 15 years working with multi-award winning agencies and brands devising the kinds of strategies and campaigns that push boundaries, open minds and deliver business results that matter.

As a strategist she is fascinated by consumer behaviour, the psychology of minds and decision making and understanding how we can use those insights to devise multi-channel campaigns lead by earned media, reinforced by paid. Lucy has a special interest in influencer marketing and content creators.

  • How the human brain works and what this means for PR planners
  • Why you must surround your brand with data proof points
  • What data matters for PR planning?
  • Which tools work best for PR planning?
  • How do you get small insights from big data?
  • Using AI to filter your data
  • Why do you need first first party data: how do you get it and how do you use it?
  • The importance of qualitative data in PR planning
  • How to find the right channel for your audience?

12:05

Masterclass 6
How to build a data and measurement infrastructure within your PR team

Richard Bagnall

Speaker
Richard Bagnall

CommsClarity, co founder

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Richard Bagnall

Speaker

Richard Bagnall

co founder, CommsClarity

Richard Bagnall is a global leader in PR and communications measurement and evaluation, with over 30 years' experience building companies and advising international clients. He has led several of the world's outstanding media intelligence and communications evaluation businesses, including Metrica, Gorkana, PRIME Research, and CARMA. Richard now leverages this extensive experience at CommsClarity Consulting which he co-founded. CommsClarity advises leaders of PR agencies, in-house comms/PR teams, and media intelligence companies across a variety of different use cases including implementing best practice research, evaluation, and insights, improving organisational efficiency, and scaling businesses effectively.

  • Building the foundation: creating a strong data and measurement infrastructure that connects your PR efforts to organisational impact
  • Vanity to Value: Which metrics matter - focus on the data that truly reflects your success
  • Transforming Culture with Data: How to make measurement a core part of your team’s everyday operations
  • Empowering Your Team: Importance of upskilling your PR team to drive better decision-making
  • PR, people and data: What skills do you need in your team?

12:40

Masterclass 7
Data Storytelling: The numbers behind PR creative

Greg Double

Speaker
Greg Double

Burson, creative director

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Greg Double

Speaker

Greg Double

creative director, Burson

Greg is a multi-award winning Creative Director with an eye for the kind of ideas that end up in WhatsApp groups. Greg considers himself as an ambassador of "Gran-First" creative - if your nanna can understand it, it's a good idea and I credit this approach with my bizarrely diverse body of work.

  • How to use data to sell your ideas
  • What are the best sources of data for your PR creativity?
  • What are the most useful data tools for PR creatives?
  • Don’t be a data slave: Why data should find your narrative, not to set it
  • Why the best data for creativity is tomorrow’s data - looking back is less useful
  • Why data will open doors to more parts of your clients businesses

13:10

Lunch

A light, buffet style lunch will be served in the canal side break-out room

14:00

Masterclass 8
Why must you look up your data funnel!

Katreena Dare

Speaker
Katreena Dare

Ketchum, director

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Katreena Dare

Speaker

Katreena Dare

director, Ketchum

Katreena is a skilled PR practitioner of over 15 years' experience across consumer and cause-related brands and organisations. She is especially adept at brand strategy and insight, connecting brands with audiences through insight-led creativity and a deep understanding of culture and media. Katreena's skills also include new business development and acquisition, and she was a mentor on the BME PR Pros 2020 scheme.

  • Your data needs to be as complicated as who it represents - people are not linear
  • Intersectional data: How to ensure your data is representative of society
  • Ask questions of your data: Where did it come from? How was it collected? And why does it matter?
  • Why free data is very unlikely to be good data
  • Why you must use your data to create your true narrative not support your false one

14:30

Masterclass 9
Panel: Do you need data tools or data people?

Kristian Hoareau Foged

Panellist
Kristian Hoareau Foged

Simply Thought, founder

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Kristian Hoareau Foged

Panellist

Kristian Hoareau Foged

founder, Simply Thought

Kristian is the Founder of Simply Thought, an analytics and strategy focused communications consultancy. They help make sense of communications data to build effective strategies for how brands should position, target and speak to have an impact.

Darshna Kamani

Panellist
Darshna Kamani

Dynatrace, director, PR & Communications, International

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Darshna Kamani

Panellist

Darshna Kamani

director, PR & Communications, International, Dynatrace

Darshna is an experienced communications professional in the technology and cybersecurity sectors.

She believes that communications should be integrated within the sales cycle.

Darshna has spent the last 10 years of her career in in-house roles, working for international firms FireEye, Barracuda, and now Dynatrace. Before that, she worked agency-side for 7 years.

  • How data literate do you need to be to work in PR?
  • Do you need data leaders, or does your whole team need to “get it”?
  • To what extent can you outsource your PR data, planning and measurement tools?
  • The role of AI in PR planning and measurement
  • Has AI increased the accessibility of data in PR?
  • Has technology meant marketers now measure what is easy to measure, not the more important business metrics?
  • How to increase your understanding of data and measurement in public relations
  • PR’s data triangle: What is the role of the agency, the in-house team and the data provider?

15:00

Masterclass 10
Changing your measurement mindset: From Output to Impact

Anna Salter

Speaker
Anna Salter

Onclusive, head of consultancy

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Anna Salter

Speaker

Anna Salter

head of consultancy, Onclusive

Anna is an insight professional in the area of sustainability and corporate reputation. She has a strong client and commercial track record in the area of established and social media insights. Anna has a particular interest in pulling together multiple datasets to demonstrate the impact of comms.

  • Does creativity create more impact?
  • How do you measure the quality of your campaigns?
  • Why you can’t measure impact without measuring the output
  • What is impact measurement?
  • What are the most common impact metric KPIs?
  • What is the correlation between PR metrics and brand health metrics?
  • Why PR is not a good driver of awareness, it’s better at purchase consideration, reputation and trust

15:30

Refreshments and networking break

15:45

Masterclass 11
An academic perspective: Why qualitative measurement is more important than quantitative in public relations

Dr. Heather Yaxley

Speaker
Dr. Heather Yaxley

Applause Consultancy, founder

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Dr. Heather Yaxley

Speaker

Dr. Heather Yaxley

founder, Applause Consultancy

Heather is managing consultant & founder of Applause Consultancy, with expertise in sustainable learning & professional talent development, based on demonstrable improvement using scholarship, critical thinking, appreciative inquiry, problem solving & reflective practice.

Her background includes working within the international motor industry in public affairs, PR & strategic communication roles (in-house & as a consultant). Heather works with clients developing & implementing effective & ethical communication & stakeholder programmes.

As an experienced professional & published author, she researches, writes, teaches, presents, & practices in areas of strategic communication, management & leadership capabilities, creativity, professional communications, sustainable careers, & ethical reflection.

  • The elephant in the PR measurement room: Measuring the impact of corporate affairs, crisis communications and public affairs
  • Why are we attempting to reduce public relations measurement to numbers?
  • Has PR become obsessed with quantitative measurement?
  • How to do better qualitative research
  • Why qualitative information from an organisation's stakeholders is the most valuable
  • Creating a qualitative and quantitative measurement suite for your board

16:15

Masterclass 12
The intersection of paid and earned analytics

Eb Adeyeri

Speaker
Eb Adeyeri

Jellyfish, VP strategic partnerships, Paid Social

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Eb Adeyeri

Speaker

Eb Adeyeri

VP strategic partnerships, Paid Social, Jellyfish

With two decades of experience in marketing communications, consultancies, and MarTech startups, Eb is a seasoned leader and strategist in the social media domain. Eb currently leads a 30-strong paid social team across EMEA and APAC at Jellyfish, a global digital partner that helps clients grow and transform their businesses.

  • Understanding the spectrum of metrics for paid channels: social, search, retail media, digital media
  • What are the most popular KPIs for paid media?
  • Understanding your conversion lift
  • Paid media is now all about promoting native content, sound familiar?
  • Paid media’s attention cliff problem: and what earned can do about it
  • Understanding the social media platforms algorithms and the implications for your paid strategy
  • The Great Analytics Problem: The integration of channel specific data

16:45

Masterclass 13
Best Practice Case study
Data Lead Communications: How the UK Government measures its communications

Claire Pimm

Speaker
Claire Pimm

UK Government, director, National Resilience Communications

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Claire Pimm

Speaker

Claire Pimm

director, National Resilience Communications, UK Government

Claire is a senior strategist, marketing and crisis communications expert who delivers results.

She is an experienced senior leader with professional expertise in strategy, crisis and reputation management, communications, marketing, media relations, public affairs, campaigning and stakeholder engagement. Claire has a proven track record of advising senior stakeholders and delivering results under pressure through 25 years working in national and local government and in the charitable sector.

  • Which data drives campaign strategies?
  • What does the UK Government measure? Which output and impact KPIs does it use?
  • Which recent campaigns have led to audience behaviour change?
  • The impact of paid media compared to earned

17:15

Chairperson's closing remarks