In a time when there is so much data and increasingly short timelines, it can be difficult to figure out where to start. In this session, Nicole Moreo, SVP, Analytics at Ketchum Global Research, will lead attendees through the first steps in a measurement journey. From mapping goals, to deciding on data inputs, outputs and outcomes, a measurement framework is the first step to success. All participants will leave the session with tools and steps to create a measurement framework and recommended next steps utilizing best practices from AMEC – the International Association for the Measurement and Evaluation of Communications.

A panel discussion with experts from RIT, University of Rochester and Edelman Intelligence will follow, where you’ll learn how local communications pros have implemented and seen success from measurement programs.

ABOUT NICOLE

Nicole Moreo is SVP, Analytics at Ketchum and the North American Chapter Chair and International Board Member for AMEC (The International Association for the Measurement and Evaluation of Communications.)

Moreo has a proven track record of looking beyond metrics and developing analytics programs that have a direct impact on strategy optimization and business outcomes for her clients. Moreo's expertise and focus lies in being able to tell a holistic data story for all her clients across their audience’s journey. She integrates data points from traditional media, social media, web analytics, search engine optimization, primary research, digital ads, and CRM to identify the trends and insights that lead to smart and sophisticated strategies and support ongoing efforts.

 Learn more about Nicole here.