Measurement

Overview

Effectively measuring your PR and marcomms is critical in determining ROI. As an industry we’re often accused of not effectively measuring the work that we deliver. That makes it hard for you to justify your investment. At Skout we don’t think that it should be difficult to understand the value that you’re getting. That’s why we endeavor to make it simple. Our measurement approach is based on two clear principles: outcomes AND impact.

Challenge

All too often measurement reports look solely at the outcome of work delivered – volume of press coverage, views, reach, messages, circulation etc. This tells you a lot, but it doesn’t tell the whole story. Outcomes are great if what you need to measure is levels of work delivered against the cost of your programme. But measuring impact takes it to the next level. It tracks your activity across a number of different sources, including inbound enquiries, organic traffic, share of search, share of voice and social listening so you can easily see the impact on demand generation and brand awareness.

Approach

Outcomes versus impact

We offer clients two different levels of measurement. Every client receives an outcomes-based measurement matrix as standard. For organisations that need more, we deliver a bespoke advanced measurement framework that tracks what’s important to you.

We work with you to determine objectives to measure against, and then deliver the data that shows you the impact and context of the work we (and you) do.

Outcome

With comprehensive measurement delivered in an interactive, easy to read report, you will be able to gain insight into how your B2B PR investment is working and how this maps to your objectives. This also supports with your own board reporting.

And if taking an impact approach, you will be able to join the dots to learn how PR is influencing your other channels.