Free Half-Day Workshop: "Measuring What Matters" (BOOKED OUT)

Join us at BICCC for an engaging half-day workshop on tools and best practices in communication evaluation and measurement

  • Starts:08:30, 3 October 2017
  • Ends:12:00, 3 October 2017
  • Location:BI Oslo, Campus Nydalen (room: B2-085)
  • Price:Free (participation limited to 30 people)
  • Enrolment deadline:26.09.2017
  • Contact:Alexander Buhmann (alexander.buhmann@bi.no)


Communication measurement should always focus on whether the effort produced the desired outcome – typically influencing the actions or opinions of the target audience. Too often, however, communication measurement is reduced to simplistic exercises like counting media clippings and Facebook likes. These ‘vanity metrics’, however, provide us no real sense of whether our communication had a positive impact on our organisation because we are essentially mostly just quantifying our own productivity.

To fix this, our communication objectives must be derived directly from our business or organisational objectives. And we must set measurement metrics that ensure that we are looking quantitatively and qualitatively at both the so-called output, outtake, and outcome. That is the only way we can measure a direct impact on our organisation when we communicate.

This workshop is part presentation on tools and best practices and part practical exercises done in small groups. Participants will learn how to apply modern principles of communication measurement to cases that are similar to the challenges they are facing in their work on a regular basis; like branding and publicity, employee recruitment, attracting new members, internal communication and stakeholder management.

The workshop is relevant for anyone working with internal or external communication. It is important to note, however, that the nature of the workshop is to work from the strategic level to the tactical level – to start by defining business objectives and deriving communication objectives from these. And only then proceed to execution, measurement and evaluation.

This is radically different from the de facto situation in many companies and organisations, in which the scope of the solutions is often limited straight away by what existing channels and tools or expertise are available.

Thus, the scope of the workshop is more than simply presenting you with an answer to ‘Which golden metric comes after Engagement Score or Advertising Value Equivalency?’ Instead it will give you an understanding of how to measure impact in your organisation by starting first with your organisational objectives and then planning your communication accordingly to support them.

Jesper Andersen is a strategy advisor and international keynote speaker specialised in communication measurement. He is also a member of the international Association for the Measurement and Evaluation of Communication (AMEC) and serves on the leadership team of their European Chapter.

Jesper has more than 12 years’ experience working in professional communication – both as a PR consultant and as the head of press relations at VisitDenmark and NCC Construction. He is also a former associate professor and still frequently guest lectures at various universities.

As a measurement consultant Jesper advises companies and organisations on how to align their communication objectives with their business or organisational objectives to be able to measure a tangible impact of the communication being done. He focuses on moving clients away from ‘vanity metrics’ and towards generating insights that will help you improve your performance in the future.

Jesper has facilitated masterclasses and workshops on measurement and evaluation at conferences in London, Copenhagen, Istanbul, Riayadh, Belgrade and Bergen.

Twitter: https://twitter.com/startsnakken

Linkedin: https://www.linkedin.com/in/jesper-andersen-quantum/

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