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Nasdaq Corporate Solutions has released the findings of an in-depth survey that explored how communications leaders value analytics that measure success. Responses from more than 100 Chief Communications Officers (and CCO-equivalent titles) in the U.S., Canada, and Europe revealed that CCOs are taking a sophisticated look at how their public relations activity tracks against business goals and key performance indicators (KPIs).
Infographics accompanying this announcement are available at
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“Communications and public relations leaders today are increasingly applying marketing and sales metrics when measuring the output of their work,” said Sanjay Kulkarni, Head of PR Solutions at Nasdaq Corporate Solutions, commenting on the results of the survey. “Given this convergence, CCOs will need to have a strong understanding of the analytics available to them, and flexible tools that allow them to effectively track a broad range of KPIs and update their measurement dashboards when business needs change.”
The survey, conducted in partnership with KRC Research, revealed the top KPIs communications leaders consider the most important to track include:
- Sales and lead conversion;
- Brand awareness;
- Search ranking;
- Active coverage;
- Potential audience reach; and
- Website impressions, among others.
Nearly all respondents agreed on 12 KPIs that should be tracked; interestingly, CCOs place value on a greater number of KPIs than they actually monitor, with 73 percent accountable for only four KPIs or less. This disconnect is one of the many findings from the survey that sheds light on the measurement challenges CCOs face today.
To download the study, please visit http://business.nasdaq.com/CCO-survey.
Nasdaq Corporate Solutions offers an integrated suite of market intelligence, analytics, communications, and collaboration solutions that support investor relations, communications and corporate governance professionals. Nasdaq Corporate Solutions is a unit of Nasdaq, Inc. and serves nearly 18,000 clients.
