AR teams need clarity about the reasons for measurement: different programmes have different objectives, so no single measurement approach will work in every context. That’s the challenge that Lighthouse’s Martin Tilling will be discussing in an IIAR conference call next week.
AR professionals need to weigh up what sort of measurement approach will be accepted and recognised as a way of tracking the benefits of analyst relations. For example, if your leadership is especially bought into a measurement approach that’s been very effective in channel marketing or media relations, think twice before deciding not to emulate the graphic or methodological elements of what’s already working.
To help discuss these issues, the IIAR will be holding its next best practice teleconference on the topic of “How to measure and evaluate your analyst relations activity” on Tuesday June 17th at 11:00 a.m. Eastern (4:00 p.m. London and 5:00 p.m. Central European).
Speakers will explain and discuss:
- – why companies measure AR and why it’s important
- – how to measure AR (from reporting activity through media quotes, perception tracking and research mentions to the impact of analysts on sales), and
- – the limitations of measurement techniques and the importance of setting expectations
Our panel of experts brings together experienced AR professionals and experts in measurement and evaluation.
We are delighted to announce that Kathy Nottingham, Director of Analyst Relations for Lawson Software, will also be joining our panel for this event.
Participating with Kathy will be:
– Pauline Respondek: senior manager, market intelligence – EMEA, Research in Motion (RIM)
– Martin Tilling: vice president services, Lighthouse AR
– Dr Ralf Leinemann: marketing program director, Matchcode and author of several books on AR and PR
The teleconference is free to attend for IIAR members, and non-members can attend for a fee of £50. If you would like to participate, please RSVP to Hannah.