Measurement is not only the deepest challenge in analyst relations but it’s also the biggest danger. 20th-century public relations measures, based on activity, remain dominant in the evaluation of analyst relations programmes.
CCgroup is helping to shift the focus by tracking analysts’ perceptions and the value of their insight. However, many organizations struggle to quantify the value of analyst relations, which restricts the resources available not only for measuring analyst relations but also for reaching out to analysts and supporting their research efforts. In this webinar, you’ll learn about the common approaches to AR measurement and foreground those measurements which are most effective in driving analyst relations to drive your business forward.
In June’s webinar, AR veteran Duncan Chapple and measurement specialist Matt Denby will discuss CCgroup’s Iaptir model for the AR evaluation scorecard with these elements.
- Interactions: Contact with analysts against goals.
- Awareness: Percentage value-weighted share of voice against competitors.
- Perception: Perception scores, from briefings and content.
- Thought leadership: Scores showing the cut-through of messages.
- Insight. Value to clients of insights.
- Revenue: tracking traffic growth and conversion rates.
Duncan Chapple Head of Analyst Relations @CCgroup
He is the preeminent consultant on the optimization of international analyst relations and the value created by analyst firms. As the head of CCgroup’s analyst relations practice, Chapple directs programs that increase the value of relationships with industry analysts and sourcing advisors.
Matthew Denby Measurement Specialist @CCgroup
Matt joined CCgroup after spending four years studying PR at Bournemouth University. Early on he showed an aptitude to integrating PR theory into practice and has been instrumental in CCgroup’s strategic and results-driven approach to measurement. Matt’s thirst for tech is clear, especially when it comes to security. When he’s not working, you’ll tend to find him travelling the world on his motorbike.